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I agree that just looking at clicks or CTR can be misleading. Because the people clicking in my case usually can't buy something directly after clicking it can

I agree that just looking at clicks or CTR can be misleading. Because the people clicking in my case usually can't buy something directly after clicking it can be even more murky. But this particular industry has primarily been advertising in magazines, so in some ways it is actually a better situation than before. Also, by ~5% CTR in your example are you meaning that for every 100 impressions that campaign was getting 5 clicks?

corin_ 10y ago
Yep, CTR is clicks divided by impressions. Although thinking back I believe they were site skins with billboards, not just banners. Even still, for that ad format on that site I would have expected 1-2%. (And yeah, skins do tend to get more accidental clicks than a small banner ad, but in many cases can also provide better results regardless of accidental clicks.) Depending on the ad format/placement and many other variables, it's possible to have a high-ROI advert with a 0.1% CTR, or a low-ROI advert with 5% CTR (or the exact opposite).