Demystifying the CTR vs. CPA debate

MarkLives asked Michelle Pearman, a media planner at Digivox, to discuss what determines a successful online media campaign. Here Pearman tries to demystify several metrics used for measuring the success of your online campaign and weighs which one brings you closer to meeting your marketing objectives.

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In a world of measurable marketing initiatives, what exactly constitutes a successful campaign? You design a great ad. People click on it. Objective met? Unlikely.

CTR (Click-Through-Rate) has been considered the benchmark for many years surrounded by debates on what constitutes a good CTR. Is this a discussion worth having?

If the objective is to sell tickets to an event, wouldn’t you care more about how many tickets you sold, and what the return on investment on your marketing buck is?

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