Track Revenue; Not Clicks
We’ll be using mobile app ads because they are a perfect example of why tracking revenue, not clicks should be the basis of success.
Scene: Your campaign analytics saw 32k clicks last week and you’re already on track to pass that this week. You give yourself a little pat on the back, feeling pleased about the results. Clicks are going up. Then you check your revenue. Those numbers haven’t really changed at all. Hmmm, that doesn’t seem to make sense…or does it?
A survey conducted online by Harris Interactive in December 2010, showed approximately 47% of mobile app users click or tap on mobile ads more often by mistake than they do on purpose. So even though you may see 10,000 clicks, it’s very possible that around 5,000 of those have no interest in your ad, so why should those clicks be counted?
On the other hand, say you have only 1,000 clicks but almost 800 transactions completed. Not a lot of clicks, but a lot of results.
Much like the old adage, “If a tree falls in the woods but no one is there to hear it, does it make a sound?” we ask you, “What good is a click if it doesn’t generate revenue?”
Have you adjusted your campaigns to track revenue and not clicks? Do you still track progress primarily using total clicks?
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