Metrics Overview: |
| Metric | Explanation |
| Click-visits to landing page | This is a good way to gauge the difference between two ads' capacity for generating initial interest. It's the number of people who arrive at the landing page, in this case the home page, by clicking on the banner. Note that this is different from simple banner clicks, in that many times banner clicks will include people who click twice, or who never wait for the ensuing page to load. Also, we're not including view-visits, which is people who came to the site without clicking on the banner. View-visits can be anywhere from 20 - 60% of the total traffic to a site. However, with viewers seeing multiple impressions of the ads, it's difficult to factor in view traffic on a banner by banner analysis. |
| Click-visit page views | This is the total number of page views driven by the above responses. It gives us a more qualified view of the traffic, and is designed to show deeper interest than the response rate data. |
| Click-visits to purchase page | This metric determines purchase intent, and represents the most qualified view of traffic. |
| Visits per 1000 impressions | This response rate metric is the total of all visitors to the site as a result of the ad campaign. It factors in both view and click information, but only counts those who actually go to the site, excluding a lot of erroneous click traffic. The view traffic varies from campaign to campaign, with other factors including the size of the media plan, the product/brand familiarity, and the level of other advertising and promotional activity happening concurrently.
Per recent findings on cookie deletion, this metric could be understated by 10 - 20% in many reports. |