Quote:
Originally Posted by stevesonic
Hey Marc,
As a publisher I would agree that you need to be aware of a response metric.
However, since there was a singular traffic source and unique creative that distributed clicks equally among the sponsors, the CTR "Click thru rate" is NOT a relevant stat in this case.
Unless I am interpretting something different, I believe "pr0" addressed this here.
"I used one traffic source and sent the exact amount of traffic to each program. I filtered off a unique to each program one at a time so that the traffic they received was the same across the board. Each site received 9000 uniques as measured by my tracking pixel." - pr0
So although response is an important metric we all can appreciate, the CTR "Click thru rate" has been esentially removed from this equation.
SteveSonic
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Hopefully pr0 will chime in. It depends on what is meant by "filtered off a unique". If he just redirected the surfer when they hit the domain without depending on them to click on an ad, then yeah, CTR wouldn't come into play as he would be essentially forcing a "click".
My concern is that your average joe reading this thread is most likely not going to be doing this. He/she will look at who's reported as the best converters and then allocate their banner/text link/etc ad inventory toward the ones who convert the best.
Understand I'm not trashing pr0 at all. This is great info and very generous to share like that. I'm just trying to caution folks that if they're looking to use this info to influence how they're going to allocate their ad inventory, they need to make sure they're taking into account one other crucial variable.