Marketo-DG2DA
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PART IX: MEASUREMENT<br />
METRICS<br />
Measuring your digital advertising efforts is critical to your success. If you don’t know what has<br />
worked in the past, how can you move forward? Since digital advertising’s success and<br />
optimization is based on reoccurring metrics, we want to start by reviewing some of the most<br />
common metrics digital advertisers track.<br />
Front End Metrics<br />
Front end metrics are most<br />
commonly associated with<br />
tracking the performance of<br />
digital advertising. These metrics<br />
are frequently provided by<br />
advertising platforms, so they<br />
don’t require any additional<br />
software or work to understand.<br />
In some cases, these metrics<br />
might be considered vanity<br />
metrics—metrics without<br />
actionable meaning—unless you<br />
tie the metric to some type of<br />
performance tracking or goal.<br />
Look at these metrics for both<br />
trends and the big picture.<br />
Additionally, you should combine<br />
them with back end metrics,<br />
which we will review later, so that<br />
you have a holistic view of ad<br />
performance across channels.<br />
The following sections outline what<br />
you should be measuring when it<br />
comes to front end metrics.<br />
Impressions<br />
Impressions are the number of times<br />
your ad is displayed, whether it is<br />
clicked on or not. Based on your<br />
targeting, customers may see<br />
multiple impressions of the same ad.<br />
Reach<br />
Reach is the number of people who<br />
received impressions of an ad. In<br />
many cases, your reach number<br />
might be less than your number of<br />
impressions, because one person<br />
may see your ad multiple times.<br />
Clicks<br />
This is simply the number of times<br />
your ad gets clicked. It is a very<br />
standard goal for many<br />
advertising campaigns.<br />
Click-Through-Rate (CTR)<br />
Click-through-rate is a measure of<br />
the efficiency of an ad. It is the<br />
percentage of clicks to impressions.<br />
It is one metric that advertisers can<br />
use to compare ad performance on<br />
different sites, even if they are not<br />
the same size. For example, if a<br />
marketer advertises on Platform 1 to<br />
a pool of 5,000 people and on<br />
Platform 2 to a pool of 200,000<br />
people, the CTR of each of these<br />
campaigns is a metric that the<br />
marketer can compare to identify<br />
which platform performed better.<br />
So if your ad was seen 100,000<br />
times (impressions), and 100 users<br />
clicked it, your CTR is<br />
100/100,000 = 0.01 or 1%.<br />
CTR = Clicks/Impressions<br />
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