The brand notices in the buyer/planner's report that the total number of purchases was 1000% higher than the number of clicks. What could be the MOST LIKELY reason for this discrepancy?

The scenario describes a situation where the number of purchases significantly exceeds the number of clicks, with a ratio of 1000%. This suggests that there may be additional factors contributing to the total purchase count that is not directly linked to clicks.

The most likely reason for this discrepancy is that the report is including view-through conversions. View-through conversions occur when a user sees an ad but does not click on it, yet later visits the advertiser's website and makes a purchase. This can happen within a specified time frame after viewing the ad, thereby attributing the sale to the ad exposure rather than a direct click.

In digital advertising, it's common for campaigns to track view-through conversions to provide a more comprehensive overview of an ad's effectiveness. The high percentage of purchases compared to clicks indicates that a substantial number of people may have been influenced by the ad visualization, leading to conversions that do not involve a direct interaction (clicking on the ad). This situation highlights the importance of measuring both clicks and view-through conversions when assessing the performance of online advertising campaigns, as it provides a better understanding of the ad’s overall impact on sales.