Re: who wants clicks?
Because clicks are theoretically in the control of the ad companies. Their job, in essence, is to drive traffic somewhere. Once someone clicks through and lands on whatever page they're supposed to, it's up to the page itself to convert the user.
The problem is when ad companies mislead people with their ads to drive up clicks even though the message is not relevant to the outcome. If I click on an ad that sets the expectation that I will be taken to a download page (or app store), your ocnversion rates should, in theory, go up, even if you get less clicks. BUT, if you're an ad company, you probably won't want your key metrics to be skewed because the landing page your directing traffic to, sucks.