Digital Campaign Performance

Measuring advertising performance can mean different things for different brands – and different campaigns. In the digital space, as with offline media, a vital part of the process involves defining from the start what results a campaign should achieve. When it comes to measuring advertising performance for these outcomes, digital media offer a degree of insight and tracking that no other channel can match.

Much attention has been rightly given to the immediate effectiveness measures that online advertising provides in the form of click-throughs, open rates and viewing times. Beyond this, conversion-per-click rates provide a valuable measure of ROI. However, measuring campaign performance solely through clicks does many areas of digital marketing an injustice: engagement and deep brand interaction can all take place online without any registered clicks.

One of the most exciting areas in measuring campaign performance is the development of Engagement Mapping which seeks to attribute conversions, not just to the last ad clicked on, but to all online ad exposures encountered throughout the purchase funnel.

Read more about measurement in our full Marketer’s Guide to Digital advertising