Several indicators for measuring the effectiveness of corporate online advertising
Someone once said: "Half of my advertising budget is wasted... The problem is, I don't know which half." This situation may be common in traditional advertising, as it is indeed more difficult to track the effectiveness of traditional newspaper and TV ads. However, online advertising is different; visitors' browsing behaviors can be tracked and analyzed to measure the effectiveness of the advertising. But with so many parameters and reports in website traffic statistics, what exactly should you look at to analyze the effectiveness of an ad?
To make analysis easier, below we introduce nine of the most commonly used indicators for analyzing the effectiveness of online advertising from these reports.
1. Clicks (Hits)
Many advertising systems provide click data. As the name suggests, clicks reflect how many times visitors clicked on an ad.
For convenience in tracking, you can link the ad to a separate page. In this case, you only need to check the page views of that page in the page ranking report to know the number of clicks. If it's not convenient to link to a single page — for example, for SEO purposes, text-link ads often directly link to the homepage — you can view the source URL report to see the visits coming from the URL where the ad is placed, thereby knowing the traffic generated by the ad.
2. Visits
If a visitor clicks on the ad multiple times and the interval between two consecutive clicks does not exceed 30 minutes, all of those clicks will be counted as one visit. The purpose of running online ads is to attract visitors. When a visitor clicks on an ad once, additional clicks generally lack value for the advertiser. The statistic of visits helps filter out such excessive clicks.
This metric can be found in the page ranking report or the source URL report.
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