It rewards the wrong behaviour, optimises to the wrong audiences, and masks the very signals that actually predict revenue.
HACCTR fixes that. By filtering for High Attention Clicks, it transforms CTR from a vanity metric into a genuine business driver.
Why CTR Is Broken in B2B
Most B2B marketers still optimise to CTR because it’s “easy.” But here’s the truth:
It over-indexes on the wrong people — high CTR often comes from non-ICP curiosity traffic or accidental taps.
It’s blind to pre-click context — a click could come from a 0.5-second accidental scroll on a crowded page.
It ignores post-click behaviour — high CTR campaigns often bounce 80%+ of visitors in under 5 seconds.
I’ve seen campaigns where:
The “winner” by CTR drove no pipeline.
The “loser” by CTR drove fewer clicks but more High Val…
