Do you think Coca Cola advertises to get you to go buy a coke right now? United Airlines expects a click-through to get you to book a flight right there and then with no planning or talking to your spouse? Think Audi expects you to click their facebook ad and order a car online?

No, they want to become ingrained in your mind. So to them, just exposing you to their ad is enough. Whether you click on it or not is irrelevant.

https://www.adroll.com/blog/brand-awareness-vs-direct-respon...