In advertising, there are many metrics that can be used to measure an online campaign’s performance. You first have to decide if the purpose of the campaign is it drive traffic to a website to initiate a specific action from a consumer or if the purpose is simply awareness. Depending on the campaign’s purpose, we use these metrics to help evaluate the success: delivered impressions, delivered clicks, click-through rate, cost per click and conversion rate.
• Delivered impressions track the number of times your ad was displayed on a specific media platform.
• Delivered clicks indicate the number of times a user clicked on your ad.
• A click-through rate is calculated by dividing the number of delivered clicks by the number of delivered impressions and is documented as a percentage.
• A cost per click is calculated by dividing the total cost of your clicks by the total number of clicks.
Some media platforms also provide the number of unique viewers reached. This metric differs from the number of delivered impressions because a user could see your ad more than once. This would cause multiple impressions but only one unique viewer/one person reached.
The importance of these metrics depends on the overall purpose of the specific media platform you are using to reach your campaign’s goals. For instance, when using online video and online radio platforms, we focus our attention more on delivered impressions and completed views rather than delivered clicks and click-through rates. While you would like the user to click-through to your website, we know that typical consumer behavior involves listening to or viewing the ad in order to get to the video or song they had originally intended to watch or listen to. However, if your online video or radio ad includes a specific call-to-action, such as “click here to redeem a coupon,” the number of delivered clicks and conversion rate becomes more relevant in your analysis.
We at KK BOLD have gained a deeper perspective on the effectiveness of online campaigns from our knowledge and experience. KK BOLD often uses display ads as a way to support a campaign. Because online ads can be very inexpensive compared to mass media, it can be a great solution to help increase awareness. In this case, there is no conversion to track and we simply rely on impressions.
As you can see, analyzing results from your online campaign is anything but black and white. You can’t just look at any one metric and think you have enough insight to judge the quality of the campaign. You have to look at the whole picture to get a clear view.
Ashley Eggl is an account executive for KK BOLD. Like the rest of the KK BOLD staff, she certainly knows a lot about these kinds of things.