• by Tameka Kee , March 17, 2008

"The click had its value," said Gian Fulgioni, co-founder of comScore. "Particularly when we were getting CTRs well above the 1% range. But if we cling to that as a metric of effectiveness now, we're not going to be able to pull the branding dollars online.

Indeed, there have been a number of "Go Beyond the Click" initiatives, the most recent being Microsoft's launch of Engagement Mapping.

So are you still using CTRs as your primary metric for online campaigns? If so, are you comfortable with that? If not, what other numbers are benchmarking your success on?