If you own a business, determining true ROI for your advertising investments is likely your biggest challenge. For digital campaigns specifically, you’re probably using CTR (Click-Through Rate) as an indicator of campaign performance. Although CTR (Click-Through Rate) has been a primary measure of the success of digital ads for many years, it’s important to know that CTR isn’t telling you the whole story. Many businesses are increasingly questioning the effectiveness of CTR in measuring performance and discovering that there can often be a negligible relationship between CTR and ROI. This article offers three reasons CTR is no longer a sufficient standard of measurement for digital ads.