You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Click-Through Rates May Matter Even Less Than We Thought Metrics Like 'Hover' and 'View' Found Better Indicators of Intent to Buy By Jason Del Rey, Published on April 24, 2012 10 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Register Now Already a member? Log in.