The people who buy ads on the Internet judge the success of those ads with a bunch of metrics, but they pretty much all trace back to one: the click.
This is very silly.
Studies have shown people who click on ads tend to do it on accident, and they tend to be less educated and have less money than people who don't.
Yesterday, during a keynote interview at Advertising Week in New York, Facebook COO Sheryl Sandberg revealed another excellent statistic in this vein.
She said that of the people who saw an ad for a particular product on Facebook and then wound up buying that product – in other words, people whom the ad "worked" on – fewer than 1% had clicked on the ad.
Think about that.
If you are an advertiser judging whether viewing an ad got someone to buy your product based on how many times it is clicked, you are relying on a signal that is false 99% of the time.
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