As we kick off the year of mobile measurement, it's especially critical to consider the state of measurement of ad interactions. Interaction rates are an important category of engagement metrics, and a vital way to judge whether creative and media plans are working. There are two big challenges to this aspect of mobile measurement:
- The need to avoid the easy, least-common-denominator "clickthrough" as the metric of choice, in favor of metrics more reflective of the array of interactions in mobile.
- The need to make sure that the numbers are trustworthy and reliable.
Problem two is serious: One widely quoted statistic