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Measure Your Campaign

The standard method for measurement is taking the following into consideration:

• Clicks: The amount of clicks a display ad received
• Impressions: The number of times the display ad has been seen by visitors
• CTR: A click-through rate is the ratio between clicks and impressions
• Cost Per Sale: This is the amount spent per sale and the figure is dependent on the cost of the product or service itself that is advertised
• Conversions: An HTML conversion tag is placed on the website (or landing page) and tracks the amount of conversions that have occurred which could be an action like a registration or a purchase.

Keep in mind that these figures collectively will demonstrate your campaign’s performance. Do not rely solely on the amount of clicks. Research by comScore has shown that two-thirds of Internet users do not click on any display ads over the course of a month and that only 16% of Internet users account for 80% of all clicks. It also showed that the viewers who click tend to be younger and less affluent than the people who don’t.


MediaMind’s recent analysis of more than 100 million conversions from thousands of campaigns worldwide found that only about 20% of conversions are the result of a click, while the majority is the result of viewing the banner without clicking.

Hence, clicks are only a partial measure of the progress and effectiveness of an online advertising campaign. About 80% of the traffic of viewers that were exposed to the ads is not accounted for when measuring clicks only.