Metrics

Digital Marketing - Study Notes:

Display metrics

There are a number of metrics available to see how your display campaigns are performing.

• An impression is counted every time your ad appears.
• A click is counted every time someone clicks on your ad.
• Your clickthrough rate (CTR) is the rate at which people click through your ad versus how often it appears.
• Your cost per click (CPC) is the average cost that is incurred for you.
• Your vCPM is your viewable cost per thousand impressions.
• Your conversions column will count how many conversions your advertising campaign has generated for you.
• Your conversion rate is how often your clicks have led to conversions.
• Your view-through conversions are when someone has seen your ad but not clicked on it, but later goes to your website and converts.
• Reach and frequency gives you an idea of how many people have seen your ad and how often.

Video metrics

You have similar metrics for your YouTube campaigns with some dedicated metrics for the video format.

• Impressions are recorded when the ad is served for five seconds or more or if the ad appeared in the search results page.
• Views are recorded when a user has watched 30 seconds of your video or the full length of the video, whichever comes first.
• Your view rate measures how often a view has occurred compared to how often your ad appears.
• Your clicks are how many people have clicked on your ad.
• Your cost per view (CPV) is how much each view has cost you and what you're charged on.
• Your CPM is the bidding mechanism that you use for your bumper ads. It allows the advertiser to pay for every thousand impressions your ad receives.