Abstract: In general, the relative effectiveness of different advertising content may be determined by determining comparative values to be associated with a first and second advertisement that has been rendered in an online environment, wherein the comparative values reflect user activity related to online interactions with the advertisements. An impression count may be determined for the advertisements that reflect a number of opportunities made available to users to perceive the advertisements within the online environment. Relative effectiveness measures for the first advertisement and the second advertisements may be determined based at least in part on the comparative values and the impression counts to enable comparison of the relative effectiveness measures for the first and second advertisements.

Abstract: In general, the relative effectiveness of different objects may be determined by determining comparative values to be associated with a first and second object that has been rendered in an online environment, wherein the comparative values reflect user activity related to online interactions with the objects. An impression count may be determined for the objects that reflect a number of opportunities made available to users to perceive the objects within the online environment. Relative effectiveness measures for the first object and the second objects may be determined based at least in part on the comparative values and the impression counts to enable comparison of the relative effectiveness measures for the first and second objects.