MEASUREMENTS & METRICS

A/B TEST (OR SPLIT TEST)

Test that divides online traffic randomly between two or more creative approaches (ad, website, email, etc.) then measures which one generates more conversions.

CALL TRACKING

A way to measure call volume and quality or attribute calls to a specific ad campaign.

CONVERSION

A conversion that happens when someone interacts with your ad (For example, clicks a text ad or views a video ad) then takes an action you’ve defined as valuable to your business, such as an online purchase or a call to your business from a mobile phone.

CONVERSION RATE

The percentage of people within a group who take a desired action to your advertising.

COOKIE

A file used to record and store a variety of information on a user’s computer. Cookies are placed by an external source during a certain event, such as the display of an ad.

CREATIVE ENGAGEMENT/ACTIONS

Different ad functions that can be tracked and measured to determine performance. Such as clicks, app ownloads, watching a video, hovering with mouse, and more.

CTA (CALL TO ACTION)

A statement in an advertisement that instructs the reader to take some kind of action.

CTR (CLICK-THROUGH RATE)

The rate of clicked ads to total ads displayed.

DOMAIN LEVEL QUALITY SCORES

A metric Google uses to determine your page ranking and how much you pay per click in a particular Google Ad Words campaign.

FRAUD MONITORING & BLOCKING

Utilizing third-party verification to track the proportion of traffic running to fraudulent sources and implementing blocking technology to prevent ad from serving to users identified as fraud.

FREQUENCY

The rate a particular user is exposed to a particular creative or campaign during a single session or period-of-time.

GEO-PERFORMANCE

Measuring campaign performance by geo-location.

IMPRESSIONS

The number of times your ads were viewed.

IN-DEMO DELIVERY

Utilizing third party verification to confirm delivery against a specific demographic, such as “women 18 and up.”

KPI (KEY PERFORMANCE INDICATOR)

A term used to describe goals associated with the advertising campaign.

LANDING PAGE

The webpage someone is directed to after clicking a corresponding ad.

LEAD

Prospective customers usually obtained by opting into a program or filling out an online form.

METRIC

Any standardized measurement used to assess the effectiveness of a digital advertising campaign.

PAGEVIEWS

An instance of an internet user visiting a particular page on a website.

REACH

The term used to express the total percentage of a target audience who are exposed to an ad at least once throughout a campaign period. This figure represents unduplicated audience exposure.

ROI (RETURN ON INVESTMENT)

A measure of how much profit a business makes for a particular advertising investment.

SITE-LEVEL PERFORMANCE

Measuring campaign performance by each site the ad is running on.

TIME SPENT

Measuring campaign performance based on the total amount of time the ad was in-view for users.

TRACKING

The collection and automated analysis of data associated with the serving of digital ads.

TRAFFIC

The number of visitors to your website.

VERIFICATION

Measuring ad placements to determine quality compared to a variety of metrics, including view-ability and invalid traffic.

VIDEO COMPLETION RATE

The rate of 100% completed video views to impressions.

VIDEO VIEWS

An instance of an internet user viewing a specific video.

VIEWABILITY

A metric that aims to track only the impressions that can actually be seen by users. The Media Ratings Council (MRC) states an ad must be 50% in-view for at least one consecutive second to be considered a iewable impression.

WHITELISTING/BLACKLISTING

Targeting or excluding specific websites from a campaign