How to measure the effectiveness of online campaigns? Which KPI is the best to choose? Is CTR a good indicator and will it inform us about the effectiveness of our activities? All marketers often ask themselves these questions. In this and the following posts, we will try to present our view on measuring the effectiveness of advertising campaigns.
In this post you will learn about:
What's a CTR? Click-Through Rate is the percentage of people who clicked on the ad in relation to people who saw it. It is expressed as a percentage. As a rule, the higher the CTR value, the greater the campaign performance.
CTR looks different depending on the position of the ad on the page, the degree of its visibility, or the ad format itself, among others. For example, bad placement of an advertisement on the website may result in its lack of visibility, and thus - no clickability.
There are also discrepancies between the results on desktop and mobile. Better performance can be noticed in mobile, where most banners achieve a result of over 0.5%. We write more about it in the article on the Nowy Marketing portal.
As we mentioned before, CTR can be one of them, but some inconsistency and ambiguity in the results suggest not to choose it as the main measure. Another good supporting metric is ad viewability. Even the best creations do not bring the intended success if the banner is invisible on the website.
We can also use the viewability time measure of ads. It will give us a more complete picture of our campaign. The standard adopted by the IAB was and still is the MRC (Media Rating Council) standard, which considered the display to be visible if at least 50% of pixels remained in the visible area of the browser window for at least 1 second in the case of graphic advertising. In the case of a video advertisement, this time is 2 seconds*.1.
The listed metrics can be considered as supportive ones. So, what should you choose as a KPI?
The success of a campaign depends primarily on the degree of achievement of its end goal. In the case of efficiency activities, these can be leads, sales, event registration, etc. In our other post, you can read about choosing a KPI for your campaign. On the other hand, in the case of image campaigns, the extent to which the advertisement reaches our target group will be important. It is worth paying special attention to the supporting indicators mentioned above.
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1 Viewability. Dobre Praktyki, IAB Polska, Lipiec 2020, dostęp: 17.02.21
