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Illustration Lazaro Gamio / Axios

For the past 10 years, we've operated on the premise that the most important digital metric is the click that refers a person to a website. That click usually comes from a social distribution channel, like Facebook or Twitter, or a search engine, like Google or Bing. But according to industry experts, the click referral is becoming an idea of the past, soon to be replaced by content exposure.

Why it matters: Most publishers have designed their websites to measure user interaction through clicks, not scroll rates or time spent on stories. As the industry moves away from click-through rates (CTR's) as the most meaningful marketing metric, those publishers will have a difficult time justifying the effectiveness of their platforms for marketers.

How did we get here? When AT&T created the first banner ad in 1994, the ad had about a 44% CTR, according to a report by AdRoll. That's around 40x higher than the average banner CTR today. Two factors have led to the decline in clicking:

  1. New web formats, used by apps like Facebook and Twitter, that replace clicking navigation with passive scrolling navigation.
  2. A saturated digital ecosystem that makes users feel lost if they click out of the window or app that they're in (Hence the introduction of in-platform news formats, like Facebook Instant Articles and Snapchat Discover).

Who's to blame? Using click referrals as the most successful marketing metric was largely influenced by a free click referral measuring tool created in 2005 called Google Analytics. The tool was built to attribute successful marketing campaigns around referral clicks because referral clicks often come from Google Search, which Google monetizes.

What's next? "Clicks look like a high-performing tactic, but a lot of work is done to get you to type something into a search bar to begin with," AdRoll President Adam Berke tells Axios. Marketers are starting to attribute marketing success towards content exposure that drives you to click something, instead of the click itself. Two key formats increase content exposure: video and passive scrolling. Google and Facebook are investing heavily in products that embody these formats: YouTube and Instagram.

Go deeper

2 hours ago - World

Iran rejects nuclear talks with U.S., for now

Iranian Foreign Minister Javad Zarif at Iran/EU talks in 2015. Photo: Carlos Barria/POOL/AFP via Getty

A spokesman for Iran’s Foreign Ministry said on Sunday that conditions are not ripe for informal nuclear talks between Iran, the U.S. and other world powers.

Why it matters: The Biden administration had proposed the talks as part of its efforts to negotiate a path back to the 2015 nuclear deal. The White House expressed disappointment with Iran's response, but said it remained willing to engage with Tehran.

2 hours ago - Health

U.S. sets weekend records for daily COVID vaccinations

A driver waits to receive the Pfizer-BioNTech Covid-19 vaccine in Inglewood, California on Feb. 26. Photo: Eric Thayer/Bloomberg via Getty Images

Just over 2.4 million coronavirus vaccinations were reported to the CDC on Sunday, matching Saturday's record-high for inoculations as seen in Bloomberg's vaccine tracker.

Why it matters: Vaccinations are ramping up again after widespread delays caused by historic winter storms. Over 75 million vaccine doses have been administered thus far, with 7.5% of the population fully vaccinated and 15% having received at least one dose.

GOP Sen. Bill Cassidy: "We will lose" if we continue to idolize Trump

Sen. Bill Cassidy (R-La.) told CNN's "State of the Union" Sunday he does not believe that former President Trump will, or should, be the Republican nominee for president in 2024.

What he's saying: Cassidy pointed out that "over the last four years, [Republicans] lost the House of Representatives, the Senate and the presidency. That has not happened ... since Herbert Hoover."