Mobile Interaction Metrics: Addressing the ‘Fat Fingers’ Problem

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

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