The onus is on the advertiser to select a manageable range of appropriate metrics that will most accurately measure the achievements of the campaigns against the goals they have set, he added.

Leonard Tan, CEO of PurpleClick Media, concurred. In an e-mail, he noted that it is crucial to define campaign goals and determine how success will be defined and measured right from the onset.

He warned that this could turn out to be a steep learning curve for marketers who tend to place too much emphasis on CTR. Different goals will dictate which specific metrics will be used; for instance, click-through rates are important only if click volume is important. If the goal is lead generation, then the number of acquisitions and the cost per acquisition will be the success metrics.

By Jamie Yap , ZDNet Asia on October 28, 2011

See full article here: http://www.zdnetasia.com/advertisers-still-obsessed-with-click-throughs-62302658.htm