Clicks are a bit of a weird metric in my opinion. It encourages optimisation for single instances of ad views, whereas what makes ads effective is the cumulativ

Clicks are a bit of a weird metric in my opinion. It encourages optimisation for single instances of ad views, whereas what makes ads effective is the cumulative effect of multiple viewings. This may not even lead to a click, but to someone feeling more inclined to go a certain way when making decisions.