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But what about the vast majority of people who don't click either ad? That's the "ad impressions" that didn't lead to a click. Shouldn't those count somehow in
by steveplace 17y ago
But what about the vast majority of people who don't click either ad? That's the "ad impressions" that didn't lead to a click. Shouldn't those count somehow in the statistics?
No, they shouldn't; those are "mistrials."
I don't think those are mistrials. Clicks vs impressions is a separate test and should be treated as such.
- dkokelley 17y agoThe test only counts if an even amount of impressions is given. The viewers aren't given a choice between ad A and B, they have a choice between A (or B) and nothing. I don't think the author explained this well enough. Obviously (to everyone here) the test is inconclusive if one ad is shown much more than the other.