The Fix Is In for Display Ads | Adweek  The Fix Is In for
Display Ads   3. Find a new way to measure efficacy: I'm not the
first person to suggest that the click measurement just doesn't
make sense any more, but there isn't widespread unanimity on
what should replace it. To truly measure an ad campaign's
success requires the measure of multiple factors including
search data (a recent Forrester study shows that audiences are
just about as likely to do a search on the name of the
advertiser as they are to click on the ad itself), social media
chatter and Web site traffic from other sources.  Additionally,
site-engagement metrics like number of page views, time on site
and cart size for e-commerce sites need to be part of the
measurement mix.  Measuring all of these channels before and
after display campaigns will shed light on the value of the ads
in a way that measuring clicks never captured.  When this
measurement is done, as shown in a recent study by comScore, the
results are staggering and clearly demonstr