Web Page Click Rate's Value Questioned

as a predictor of business return. "AdKnowledge today released its Q2 Online Advertising Report (OAR). Leading the report's findings are statistics demonstrating that click rates have little value ... because their correlation to conversion rates is so low. ...only 14.3% percent of the time is the ad with the highest click rate in a campaign also the ad with the highest conversion rate. (Conversion rate is considered to be the rate at which people are converted from a view of an ad on the Web to a desirable action on an advertiser's site, like a sale or registration.) Other data shows that when selecting the best Web sites for a campaign based on click rates and not conversion rates, there is a 50/50 chance of choosing incorrectly. The AdKnowledge System's database contains more than 2,100 Web sites, which, according to Nielsen//NetRatings, reaches over 94.1% of the overall Web audience. The full OAR is available here (requires Acrobat Reader)." [NetProLive]