Customize the Click Through Curve Used in Conductor

You can specify the clickthrough curve Conductor uses to calculate business cases, Modeled Traffic, and other metrics.

1. Go to Click-through Curve settings in Conductor or:
   1. Follow the path Settings > Web Properties
   2. Click Manage for the web property group for which you want to customize a click-through curve.
   3. Follow the path Show more > Click-Through Curve.
2. Choose a clickthrough curve:
   • Select from pre-set clickthrough rates established for each curve (i.e., Standard, Business to Consumer, Business to Business, etc.). These curves were determined through research using sampled Google Search Console data from relevant websites and validation with industry benchmarks.
   • Select to create your own custom click through curve if it better fits your business model. The click through curve saved here will be the default for new business cases and in Modeled Traffic.

Note that In Business Case Builder, you can also set a different click through curve at the individual business case level, which does not affect the selection made here.