One of the most important aspects of digital advertising is the ability to measure the significant metrics of your campaign and analyze your Return on Marketing Investment (ROMI). With technology, we add an Urchin Tracking Module (UTM) to the ad that we deliver. UTM helps to generate Google Analytics data for your digital campaigns. Simply put, when you see an ad and click on, your device is then tagged with a cookie that will travel with you through the web pages and gather your interaction with the site.
While advertisers monitor many performance metrics of an ad campaign, BRICK believes the following metrics are crucial for the tracking and optimization of your campaign: ad impressions, ad clicks, click-through rate, video completion rate, phone calls, device types, top domains, and top-performing creative sizes. We also monitor and report metrics on the landing page such as users/new users, sessions, page views, page/session, duration, and events. Today, we want to walk you through the definitions of some of the ad jargon.
Ad impression: an impression is counted when your ad is shown to a visitor. 500 impressions means your ad has been shown 500 times.
Ad click: although it sounds simple, in advertising, a click is counted when a user sees your ad and decides to click on it. Clicks are one of the top metrics used to measure how effective your ad is.
Click-through rate: click-through-rate (CTR) is how many people click on your ad when they see it and is calculated by how many people click on your ad/How many people see your ad. If you have an ad for hot dogs and it is seen 10,000 times and 200 people clicked on it, you have a CTR of 2%.
Video completion rate: video completion is a percentage of times the video played to the end. In reports, sometimes, you will see that we count the times the video stops before or right at 25%, 50%, 75%, and 100% video completion.
Website session: measured through Google Analytics, a website session is a period that a user is actively engaged with the website.
Web new user: measured through Google Analytics, website new users are the number of first-time visitors to your website during the selected date range.
Web event: An event is similar to a conversion. While both are actions that take place on your website, a conversion is usually counted as only an action that is meaningful to your marketing effort. In contrast, events contain all types of actions, ranging from an exit out of a popup window to clicking to the next page.
Now that you have the basic knowledge of these terms, you can see that we measure the success of your advertising campaign by both the ad performance and how the audiences interact with your website. The goal is to drive traffic to your website and convince the user to commit to the action you want while they are on your site. With the analytics, we are able to optimize the ad and landing page to attract and engage more potential buyers.
If you want to learn more about reporting or need help with your digital advertising today, we are here to help!