Myth: A good native campaign is a high-CTR campaign.

Myth: A good native campaign is a high-CTR campaign.

No. Native's dirty secret is the post-click cliff. Curiosity-gap creatives book industry-leading CTRs and then 70-90% bounce in under 3 seconds because the landing page can't pay off the tease.

The channel optimizes pre-click because that's where the platform earns. You inherit the bounce. CTR is the platform's KPI; bounce is yours.

Instrument the first 10 seconds post-click — scroll depth, time-to-bounce, micro-conversions. A campaign at 0.8% CTR with 35% engaged sessions crushes one at 3% CTR with 8%. Rank creatives by what survives the click, not what triggers it. The pretty metric is the platform's, not yours.