It’s a known fact in advertising circles that only idiots click on ads—and yet advertisers still think that click-through rates mean something, and that a higher click-through rate means a better ad. It’s the measurement fallacy: people tend to think that what they can measure is what they want, just because they can measure it. And it’s endemic in the online advertising industry.
Monday, January 27, 2014
The Measurement Fallacy
Felix Salmon:
