<b>Half your mobile native clicks are accidents</b>
<b>Myth:</b> Mobile native crushes desktop on CTR because the format is more engaging on phones.
No. It crushes desktop because the units are jammed mid-scroll with tap targets sized for fat fingers, and the "click" is frequently a misfire — a scroll that grazed the creative. Accidental taps are still billed as clicks.
The fingerprint: mobile native shows a CTR multiple of desktop but a much steeper post-click bounce. Real interest doesn't evaporate the instant the page loads. Misfires do.
Segment bounce-within-2-seconds by device. The gap you'll find is the accident rate you've been paying premium CPCs for. Engaging format? Or a slippery one?
Native Heresy
@NativeHeresy
<b>Half your mobile native clicks are accidents</b>
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