6 signs you might be a #Clickhead
Measuring digital performance can be tricky at the best of times and there is the ever-present urge for marketers to revert to click-through rates – short-term vanity metrics that keep things simple but will only tell you a small part of the story. We’ve identified six behaviours and biases that are signs of a Clickhead, along with some easy next steps for what to do if you think this could be you.
Hear from our Clickhead coach
The IAB is always here to support industry Clickheads. In our new series of short films, our in-house Clickhead coach drills down into the key behaviour patterns to be aware of and how you can take steps towards healthy digital measurement. Don't forget to share with those you suspect are slipping into bad measurement habits.
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.
To help encourage advertisers to ditch the clicks, media owners and platforms across our membership have mapped out which verification options and suppliers they offer advertisers, as well as what metrics they run on campaigns.
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
Clickbait is not a game
Putting Experience & People Before Clicks: designing for virtual worlds
Saying goodbye to CTR to supercharge your digital marketing campaigns
by iCrossing UK
Don't click on this article
by The Kite Factory
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
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.
For Valentine's Day 2022, we took the deceit out of data-ing with the IAB Data-ing app by bringing to life different digital metrics and allowing advertisers to discover the truth behind them – including those that are not always what they seem.
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.
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
Map out all sources of campaign data using this grid.
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.
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.