Impressions. This refers to how many times the advertisement was displayed. For instance, if 20,000 individuals viewed it, the impressions count stands at 20,000.
Clicks. This indicates the traffic directed to the website from the ad. To illustrate: if a banner was displayed 40 times and received 20 clicks, then the total clicks are 20.
CTR, also known as click-through rate. This metric measures how many viewers of the ad actually clicked on it.
CPC, or the average cost per click.
SRS = promotion cost / clicks
For example, if 5,500 ₽ was spent on advertising and the banner was seen by 90 people, with 10 clicks made, the CPC would be 550 ₽.
Sessions. This indicates the total number of visits. If 500 visitors accessed a website, then the session count is 500.
Time on the website. This is the average duration that users spend on the site.
Time on site = total session time / number of visits
If users collectively spent 80 hours in an online shop over a month, and there were 150 sessions, then the average time on site is 30 minutes.
Refusals. These refer to visits where users were on the site for under 15 seconds without visiting any additional pages.
Bounce rate = visits under 15 seconds / total visits 100%
If a landing page had 150 visitors during a month, and 50 exited after staying for 15 seconds, then the bounce rate would be 33%. A normal range is considered to be between 30-50%.
CR, or conversion rate. This percentage indicates the sessions where users completed a desired action.
CR = sessions with desired action / total sessions 100%
For instance, if 70 individuals visited an online shop in one week and four made a purchase, the conversion rate would then be 5. 7%.
CPA, or the average cost per action achieved.
CPA = promotion expenses / conversions
For example, if an online shop allocated 10,500 ₽ for advertising and 60 people viewed the banner, with four making a purchase, the CPA would equal 2,625 ₽.
CPL, or the average cost per lead generated. This shows the value of one user's contact information.
CPL = promotional costs / leads obtained
If a company invested 12,000 ₽ in an advertising campaign and 45 individuals accessed the landing page, with 10 completing an application, the CPL would then be 1,200 ₽.
CPO, or the average cost per completed order. This reveals how much the advertiser spends on each finalized order.
CPO = promotion costs / number of orders processed
If marketing expenses were 5,500 rubles and 50 visitors came, four of whom placed an order, then the CPO would be 1,375 rubles.
ROI, or return on investment ratio. This metric indicates if all business expenditures have been covered and if the firm is generating profit.
ROI = profit / total investment 100%
For instance, if the company's expenses for the month totaled 80,000 rubles and the income reached 150,000 rubles, the ROI is calculated at 87. 5%. An ROI under 100% signifies that the business is incurring losses.
ROMI, or return on marketing investment ratio. Similar to ROI, this measures the payback from the advertising budget.
ROMI = profit from marketing / marketing budget total 100
Imagine this month the company invested 50,000 ₽ in marketing channels and earned 200,000 ₽ in revenue. The ROMI would be 300%. A ROMI over 100% indicates that the advertising effort is yielding a profit.
To evaluate the effectiveness of a company’s marketing strategies, it is important to look at the success of its advertisements. This allows for the quick identification of problems and helps to avoid wasting marketing funds.
Advertisements are a crucial method for promoting a business and its products, improving its reputation in the market while drawing in new customers. To outshine competitors, creating a strong marketing strategy and allocating sufficient resources to advertising is vital.
Often, advertising stands out as one of the most significant expenses. To guarantee that these costs are worthwhile, it is essential to monitor how well advertisements perform. By doing this, you can find out which channels generate the most leads, which campaigns bring in the best profits, and which ones drain your budget without delivering results. By eliminating ineffective methods, the money saved can be redirected to production or more effective advertising strategies.
In the end, evaluating the success of advertisements is crucial for adjusting the budget and increasing profits.
It helps ascertain whether the campaign is meeting its goals. Before launching any product or service promotions, it is essential to have a clear idea of what you want to achieve. For instance, you might want to double your sales.
The goal must be specific, attainable, measurable, relevant, and time-bound.
To accurately define the objectives and select the right metrics for tracking, seeking advice from a specialist is beneficial.
A marketing campaign's success is assessed to determine if the objectives are met and how much money has been spent. However, measuring only once is not enough; consistently reviewing the data is important to quickly spot any drops in effectiveness.
Understand what your audience likes. Business owners or marketers often make assumptions about customer preferences, but their thoughts might not match reality. For example, a furniture seller may believe that customers prioritize natural materials, while the customers themselves may actually be more concerned with price and ease of assembly.
To pinpoint which features appeal most to consumers, run several advertising campaigns highlighting different product qualities. This might include aspects like natural materials, low prices, or fast delivery. After a period, evaluate the outcomes to see which advertisement performed better.
Boost the profitability of marketing strategies. At any moment, you can adjust campaign parameters, such as changing banner headlines or targeting different audiences. As a result, the return on investment improves, leading to more orders for the business and better use of its budget.