The Click is a Lie: Click-Based Conversions

By Soren Ryherd


At online marketing’s inception, advertisers were thrilled to be able to see click-throughs, since they’d never had such measurable media offline.


Columnist Soren Ryherd urges today’s marketers to avoid getting caught up in the now-outdated metric.

Instead, he urges digital marketers to start critiquing their online marketing campaigns based on their impression-to-conversion activity or view-though-metrics; not click-based-conversions.


It’s a very good article and it will definitely make you think your current marketing strategy with search and display advertising campaigns.

Please visit Search Engine Land for the full article.