The performance of online advertising can be measured using various indicators.
Depending on the format used for your campaign, it will be important to select the right metrics to measure your performance and ROI.
As far as your website is concerned, you’ll need to track not only traffic, but also the bounce rate, the number of sessions and your conversion rate, or the number of requests for contacts or quotes.
There are many ways to measure the performance of your digital campaigns. Here are a few examples:
Conversion rate: The conversion rate measures the percentage of visitors to your website who have carried out a specific action, such as making a purchase or subscribing to a newsletter. This enables you to measure the effectiveness of your website and advertising campaigns in terms of converting visitors into potential customers.
Bounce rate: The bounce rate measures the percentage of visitors who leave your website after visiting a single page. A high bounce rate may indicate that your website is not sufficiently attractive or relevant to visitors.
Cost per acquisition: Cost per acquisition measures the average cost of each conversion, generally defined as a sale or registration. This allows you to measure the effectiveness of your advertising campaigns in terms of cost per customer acquired.
Click-through rate: The click-through rate measures the percentage of people who clicked on your ad compared to the total number of people who saw it. This allows you to measure the effectiveness of your ads in terms of user engagement.
Impression rate: The impression rate measures the number of times your ad is displayed on a web page. This allows you to measure the reach of your advertising campaigns.
Return on investment (ROI): Return on investment (ROI) measures the profitability of your advertising campaigns by comparing the revenue generated with the advertising spend. This allows you to measure the effectiveness of your advertising campaigns in terms of profitability.
It’s important to define clear objectives before launching an advertising campaign, and to choose the metrics that are most relevant to measuring the campaign’s effectiveness in relation to these objectives. It’s also important to regularly monitor the performance of your campaigns and make adjustments where necessary to improve their effectiveness.
To measure your display campaigns, the KPI’s are as follows:
- Site traffic
- Conversion rates
- Number of visible prints
- Click-through rate
- Report on indirect conversions
- Newsletter subscription
- Commitment rate
In video, there are many KPI’s to track to measure the performance of your campaigns :
- Number of views
- Memorization rate: the number of people who memorized the brand or an element of the message after watching the video.
- Click-through rate
- The interaction rate concerns the engagement generated by the advertising message (number of shares of the message or video, number of clicks, comments, etc.).
- Completion rate: proportion of individuals exposed to an advertising video who view it to the end or up to a certain percentage.
Take into account the impact on your social networks. You can measure not only the number of new subscribers, but also the rate of engagement and interaction.