Cost-per-impression and click-through rates are measures of the number of people who have seen the product name and possibly the whole advertisement. However, neither measurement can determine to what extent the advertisement motivated consumers to actually buy the product.

Question

Quizplus · Accepted Answer

Cost-per-impression and click-through rates measure ad exposure and interaction, respectively, but they do not directly measure or indicate the extent to which an advertisement has motivated consumers to make a purchase.

Cost-Per-Impression and Click-Through Rates Are Measures of the Number of People