Don't fall for a #Clickhead

For our fourth National Anti-Click-Through Rate Day, we encouraged advertisers to ditch the clicks and find their perfect metric match

Mapping metrics across the industry

We’ve pulled together key information about the different verification metrics offered by our media owner members

#Clickheads video

Discover your perfect metric match

Econometrics, brand studies, attention… which floats your boat? Press play on the film to meet the alternative digital metrics. You might have overlooked them in the past, but they have so much to offer. Plus, take our quiz to discover which metric persona you match.

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Beware the #clickhead

Member Metrics

Media owners and platforms across our membership have got involved with National Anti-Click-Through Rate Day by mapping out which verification options and suppliers they offer advertisers, as well as what metrics they run on campaigns.

Find your perfect metric match

Measure Better

Ditch the clicks and embrace digital metrics that mean more. Our Measurement Toolkit is the perfect place to get better acquainted with what different strategies can achieve and the key considerations to help you make the right choice for your objectives.

Ideal for reformed clickheads and those just looking for more detail on what digital metrics can do. 


The IAB UK Podcast

In a special NACTRD episode of the podcast, our CMO James Chandler chats to Playground XYZ’s Head of EMEA, Ben Dimond, to discuss clicks, cookies, attention, and what this all means for the future of measurement.


NACTRD partner pack

For those wishing to get involved and spread the love this NACTRD, we've put together this handy partner pack, featuring our #Clickhead promo video, web banners and goodies to share on social media.


Member Metrics

To help encourage advertisers to ditch the clicks, we’ve mapped out the different verification metrics offered by publishers and platforms across the industry.

Our members take on measurement

From gauging online audiences post-cookie to the psychology of why we love a CTR, catch up on our members perspectives in a raft of research-led, measurement-based content for National Anti-Click-Through Rate Day.


Democratising incrementality measurement at the7stars

by the7stars


Clickbait is not a game

by AdInMo


Putting Experience & People Before Clicks: designing for virtual worlds

By Frameplay


Saying goodbye to CTR to supercharge your digital marketing campaigns

by iCrossing UK

The Kite Factory

Don't click on this article

by The Kite Factory

The Ozone Project

Effective measures of success in digital advertising

by The Ozone Project


Why is measurement so important in a cookieless world?



Don't be Blinded by CTR: these metrics may be more valuable

by Taboola

twogether / encore

Kicking the click-through addiction: a B2B marketing view

by twogether Creative Ltd and Encore Digital Media

From the Clickhead archives

Catch up on our past Clickheads campaigns by watching the below videos. 

NACTR 2020


One year on from its UK debut, National Anti-Click-Through Rate Day returned to call out over-use of click-through-rates and mix up advertising measurement strategies. Remember, click-through rates only tell half the story. 



On the first National Anti-Click-Through Rate Day in 2019, IAB UK worked with industry insiders to infiltrate every media agency in London and banish click-through rates from client reports. Watch what happened.

More on measurement

These pullouts and case studies provide guidance and consolidate current best practices on measuring digital advertising in the context of other media – they help explain how to measure digital channels correctly by using the best tools and methodologies available.  

Measurement Tools

Measurement Tools

A handy summary of the essential tools you need in your measurement strategy.



Make sure you’re set up for measurement success with this useful step-by-step checklist.

Organise your data

Organise your data

Map out all sources of campaign data using this grid.

Unified Framework

Unified Framework

A helpful reminder of the customer lifecycle, timeframes and actionable touchpoints.


Shark I Ninja

American vacuum manufacturer Shark wanted to understand how combining TV and social media improves brand awareness.



EE wanted a data-backed explanation of the relationship between online media and offline sales.


Clothing Retailer

A clothing retailer wanted to assess the potential sales contribution of increasing investment in digital.



Econometrics provided Wall’s the ideal tool to compliment the measurement of brand lift studies and awareness. 

Why digital advertising works

Discover why digital advertising is effective for reaching your customers and building brands.