Cause of Sudden massive increase in CTR? (7)
Hey Guys,
Kind of baffeled... Over the last 3 days i have had a sustained massive CTR increase in one of my campaigns (CTR 2x).... What would that mean? Could it possibly be that another advertiser was getting better impressions and i was getting shit and then he dropped off the adserver i got the better impressions and thus higher CTR?
What else could explain it?
Note: I've been running this campaign for 3 weeks straight right now...
Overall campaign CTR? Did the placements giving impressions suddenly vary?
I'd say that would be the most likely cause. The ad network could have also removed some dud placements.
What's the impact on CVR? That's more important ...
Overall campaign CTR went 2X and CVR went up as well (overall Campaign ROI increased 5x)... Nothing changed in placements.
In that case, I would just enjoy the ride 
Ohhh i'm enjoying the ride, but i wanna know/figure out what caused it so i can do it over and over ;-)
These things happen with volume.
The whole point of A/B testing is changing just one element and keeping everything else constant. But of course, there are many things out of your control which you cannot keep constant. It could be anything from a competitor dropping out to the weather to some news event to technical issues at one CDN, really anything.
There is a campaign we have been running for about 2 years now and on any given day the revenue for that campaign on the same single channel can fluctuate by more than $3000 from the day before.
If you have a lot of different activity and channels, these fluctuations tend to dampen each other out so that it aggregate, it remains relatively stable. But each individual channel and campaign will fluctuate based on exogenous factors.
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