Clickthrough rates don't show you if an ad will work

The final instalment from our Annual Report.

Three weeks ago, we launched our Annual Report, which you can download now. We are publishing key stories from this in the run up to Christmas.

If you’ve been reading this newsletter for a while, you’ll know I’ve been banging this drum since 2023.

Clickthrough rates don’t correlate with CPA.

I wrote about it in March 2023. I wrote about it again in Septemb…