How Many Clicks Is Too Many?

I heard from a friend of mine today at a popular advertising agency. She complained offhandedly that she was a bit frazzled that a company wanted her to generate a campaign that took people to microsite. The trouble, she said, was that their demands for how many times the consumer or user would click on the microsite were exceedingly high. That led me to thinking, "What is too much, in terms of what to expect from a web-based campaign?" And also, who should determine click rates for a campaign, the brand or the advertiser, campaign leader?

So, what is your expectation, agency friends? What is a reasonable click rate for an online campaign? Who makes the decisions? Where does the agency's responsibility begin or end?

Further reading: Offermatica discusses where the consumer and the agency ends.

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