Today: why a high click rate fooled a beginner

Today: why a high click rate fooled a beginner

CTR (click-through rate) tells you how many people tapped your notification. It feels like the most important number — but it isn't the whole story.

One newcomer was thrilled: his campaign hit 2.5% CTR, way above normal. He scaled it up fast. Then he lost money.

What went wrong? His banner promised something flashy that the offer didn't deliver. Lots of people tapped (high CTR) but almost none completed the offer (low conversions). He was paying for clicks that went nowhere.

The fix: he matched his banner honestly to the offer. CTR dropped to 1.1% — but actual sales tripled.

Try this: next time you check CTR, also glance at what those clickers did after. A tap is only the beginning. You're learning to read the full picture.