With reference to
display media
Digital display advertising is online graphic advertising through banners, text, images, video, and audio. The main purpose of digital display advertising is to post company ads on third-party websites. A display ad is usually Interactive advert ...
and
search media In Internet marketing, search advertising is a method of placing online advertisements on web pages that show results from search engine queries. Through the same search-engine advertising services, ads can also be placed on Web pages with other pub ...
, conversion tracking is the measurement of media performance with reference to campaign
key performance indicators
A performance indicator or key performance indicator (KPI) is a type of performance measurement. KPIs evaluate the success of an organization or of a particular activity (such as projects, programs, products and other initiatives) in which it en ...
(
KPIs).
This process functions thanks to a
JavaScript
JavaScript (), often abbreviated as JS, is a programming language that is one of the core technologies of the World Wide Web, alongside HTML and CSS. As of 2022, 98% of Website, websites use JavaScript on the Client (computing), client side ...
tracker or a
pixel tracker (when JavaScript is disabled, for instance in emails), which instantaneously records quantitative actions. Results are cross referenced with the
KPIs, or measures of success, to gauge if the media inventory has achieved its targeting parameters.
Common measures of success include:
*
Conversion rate
In electronic commerce, conversion marketing is marketing with the intention of increasing ''conversions—''that is, site visitors who are paying customers.
Measures
Conversion marketing attempts to solve low online conversions through optim ...
: the ratio of orders to visitors
* Drop off rate: the ratio of users that started processes but did not finish
*
Click through rate
Click-through rate (CTR) is the ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement. It is commonly used to measure the success of an online advertising campaign for a particular we ...
: the ratio of total visitors with exposure to an advertisement, over those visitors whom clicked through to the website
* Registration rate: the ratio of website visitors who register to visitors leaving the site without registering again
* Interaction rate: the ratio of users who have been exposed to the ad to those who have interacted
The rise of programmatic buying has allowed faster and more efficient campaign optimization, therefore the examples above are a snapshot of the multitude of conversion metrics that a
campaign
Campaign or The Campaign may refer to:
Types of campaigns
* Campaign, in agriculture, the period during which sugar beets are harvested and processed
*Advertising campaign, a series of advertisement messages that share a single idea and theme
* Bl ...
can achieve.
Measures of success (KPIs) usually differ by the campaign and creative concept.
References
{{Reflist
Marketing analytics
Customer relationship management