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 效果不彰精神可嘉 Click-through Rate, Conversion Rate & ROI |
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积极生活态度
头衔: 海归中校
声望: 学员
性别:  年龄: -1356
加入时间: 2009/05/30
文章: 525
来自: 3rd World
海归分: 56593
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作者：积极生活态度 在 海归商务 发贴, 来自【海归网】 http://www.haiguinet.com
Click-through Rate
Click-through rate or CTR is a way of measuring the success of an online advertising campaign. A CTR is obtained by dividing the number of users who clicked on an ad on a web page by the number of times the ad was delivered (impressions). For example, if a banner ad was delivered 100 times (impressions delivered) and one person clicked on it (clicks recorded), then the resulting CTR would be 1 percent.
Banner ad click-through rates have fallen over time, currently averaging much less than 1 percent. In most cases, a 2% clickthrough rate would be considered very successful. By selecting an appropriate advertising site with high affinity (e.g. a movie magazine for a movie advertisement), the same banner can achieve a substantially higher CTR. Personalized ads, unusual formats, and more obtrusive ads typically have higher click-through rates than standard banner ads.
CTR is most commonly defined as number of clicks divided by number of impressions and generally not in terms of number of clicks divided by the number of persons who clicked. This is an important distinction. As a person clicks a single advertisement multiple times, the CTR increases using the latter definition, whereas the CTR doesn't change using the former definition.
Conversion Rate
In internet marketing, conversion rate is the ratio of visitors who convert casual content views or website visits into desired actions based on subtle or direct requests from marketers, advertisers, and content creators.
Successful conversions are interpreted differently by individual marketers, advertisers, and content creators. To online retailers, for example, a successful conversion may constitute the sale of a product to a consumer whose interest in the item was initially sparked by clicking a banner advertisement. To content creators, however, a successful conversion may refer to a membership registration, newsletter subscription, software download, or other activity that occurs due to a subtle or direct request from the content creator for the visitor to take the action.
For web sites that seek to generate offline responses, for example telephone calls or foot traffic to a store, measuring conversions can be difficult
ROI
In finance, rate of return (ROR), also known as return on investment (ROI), rate of profit or sometimes just return, is the ratio of money gained or lost (whether realized or unrealized) on an investment relative to the amount of money invested. The amount of money gained or lost may be referred to as interest, profit/loss, gain/loss, or net income/loss. The money invested may be referred to as the asset, capital, principal, or the cost basis of the investment. ROI is usually expressed as a percentage rather than a fraction.
作者：积极生活态度 在 海归商务 发贴, 来自【海归网】 http://www.haiguinet.com
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 效果不彰精神可嘉 Click-through Rate, Conversion Rate & ROI -- 积极生活态度 - (2786 Byte) 2009-6-02 周二, 23:14 (947 reads)
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