I don't even think revenue per click is all that important......different banners and text links are going to pull different amounts of clicks....and some will convert better or worse than others.
For instance...."click here for free videos" will get alot more clicks than "click here to join for 2.95 with a valid credit card"
But the per click value of the 2nd is astronomical.
Webmasters just need to know their traffic...they know how much traffic they have and how much money it generates for them
If you do galleries or free sites then the only stat that matters is $$ per 100K hits to your page (or whatever number you want to use)
If you own a tgp or link list then $$ per X hits to your main page is all that matters.
If you do mailers then $$ per X opened emails.....if you do SE then $$ per X surfers that hit your doorway pages.
ETC ETC ETC....
If you use blind links you'll have high CTR but shitty conversions....ultra targeted links you'll have much lower CTR and great ratios.....but which one is more profitable?
You won't know until you test it for yourself on YOUR traffic.
To sum up....ratios don't mean jack shit.
