You got questions, we’ve got answers! – Radio Shack’s great marketing slogan. Is it enough to move from totally faith based banner ads buys to using conversion rate for identifying the best performing ones? A reader asked that wonderful question the other day and I thought I’ll share the answer with you all. Here’s more context to the question…. This company was purchasing banner ads, and some other media, to create “brand awareness” (quotes from them! :)). On his own fruition our Hero was trying to optimize the campaigns. His question was: I have started measuring Conversion Rate for all…