What I got from the Advertising Age article is that click metrics do not prove if an online advertisement influences people's purchases or not. Many people do not click online advertisements. Just seeing an advertisement multiple times online could influence a purchase. ComScore found that online advertisements can increase 17% of retail store purchases and increase 40% of marketer's website visits. Also, advertisements through searches can influence a person's purchase. Steve Kerho found that online-display advertisments can affect conversions and search, and found that search ad's click-through rate increase 25%-30%.
In relation to my own browsing, click metrics would not be helpful. I do not click on display-online advertisements ever. Frankly, I do not really even pay attention to advertisements on websites. Most of the advertisements online are junk advertisements, such as shoot the monkey and win a free iPod. I usually know exactly what I'm searching for online. I'm not much of an online browser. I just go to the websites I check daily or purchase a product I planned ahead of time to buy.
I'm not sure which metrics are a better alternative. I'm not really sold that online display advertisements are really effective. Though, my opinion is biased because I don't look at advertisements online. If I had to choose, I would use advertisement impressions because a lot of people see advertisements online, but do not click on them. However, click throughs can be additional metrics used to measure advertisement effectiveness.
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