‘Disproving the myth about display clicks & conversions’ – ‘Econsultancy’ Blog
Rachael Morris says, “The belief that people who click display adverts are the ones who convert is a popular one but in fact the complete opposite is true – clickers are actually less likely to convert.
The notion that clicking and converting must be related is highly intuitive which is probably why the theory’s proved incredibly persistent.
It stems from a combination of two things: a lack of trust in post-view data and the assumption there must be some kind of intent behind a click.
The first assumption has a reasonable basis in fact: when you look at the average viewability for the industry, you can’t blame advertisers for looking at post-view conversions with suspicion.
The second is where the problem arises – particularly in the world of fraud and accidental clicks: is a click actually a signal of intent? “.
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