DoubleClick's Performics division said it found that December brought with it an enormous rise in click traffic from paid search campaigns. Clicks increased 144 percent over the average seen in the third quarter. Conversion rates also increased, going up 124 percent. The combination gave advertisers an average increased number of conversions of 446 percent during the peak holiday shopping month. Prices per click rose 23 percent in December. Combined with the higher click volume, that meant that monthly out-of-pocket search media expenses tripled relative to that seen in the third quarter. Performics clients reported that revenue coming from these search efforts rose 375 percent.