Why marketers need to see beyond click-through-rate
Using click-through rate (CTR) as your primary digital campaign metric is like using snake oil as your primary medicine. It might make you feel good at first, but it’s not going to cure anything.
This metric is — at best — misleading and — at worst — fraudulent.
The unfortunate difference between snake oil and CTR: Modern medicine has eradicated snake oil. Sadly, even in the face of more reliable metrics, CTR lives on in the marketing community.