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4 Ad Performance Metrics You Should Track

Ad Performance Metrics
Measuring the ad performance on your website is critical for understanding how well your revenue stream is optimized. Ad sizes, placements, and color are common measures, but they may not necessarily work for you. As a publisher, you must focus on four prime metrics that give you a clear idea of an ad campaign’s performance.

Let us take a look at them:

4 Ad Performance Metrics You Should Track

CPM (Cost per mille)

CPM stands for advertising cost per thousand views. It is the benchmark used to calculate the approximate cost of an advertisement or ad campaign across various media. CPM can be calculated by dividing how much it costs to place an advertisement by the number of impressions (in thousands) that it achieves. This metric helps compare the difference in ad opportunities based on efficiency and to evaluate the overall campaign cost.

CTR (Click-through rate)

CTR is the ad click-through rate that measures how well an online ad campaign is progressing on a website. It is denoted as a percentage and is calculated by how many times an ad is clicked divided by how many times an ad is shown.

RPM (Revenue per mille)

RPM is the revenue generated per 1000 ad impressions. It is similar to CPM but instead of cost, it measures revenue. It is an especially important metric for publishers. If the RPM of a campaign is low, you should replace the campaign with one that earns a higher revenue and RPM rate.

RPC (Revenue per click)

RPC is the revenue generated per click. It tells you how much the average revenue is for every click on your ads and PPC (pay-per-click) keywords. You can easily understand how much you earn every time someone clicks on one of your ads. Comparing RPC and RPM values can give you insights on your ad spend and the money you earned through the ads.

Streamlining Ad Campaigns with Ad Performance Measurement

Here are some tips to streamline your ad campaigns with the insights your ad metrics provide:
  • Use the right data: First-party data can help you optimize your programmatic ad campaigns along with your content.
  • Capitalize on returning visitors: Play with ad location on pages with returning visitors. Mix and match to maintain the interest of the visitors.
  • Optimize your content: Find out the type of content that attracts your visitors and optimize your content strategy based on your findings.
  • Maintain optimal ad placement and size: Place your ads in the middle of the page, use in-image ads at the bottom of mobile web pages, experiment with different ad sizes and positions to check how users react.

Final Thoughts

Data-driven optimization is the secret to getting the ad revenue you expect. Testing and improving with the help of data insights can help you identify the areas that need attention.

Spotlight

J. Walter Thompson Atlanta

Success, and the measures that define it, have changed. What worked one day can now work against you. What once set you apart can now set you back. How you did things before is irrelevant. How you’ll do them tomorrow, unclear. Yet, amidst all this uncertainty lies opportunity. People are still people. Consumers still consume. What’s different is how we connect with them.

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Wurl and AppLovin Empower Streamers and Publishers to Turn CTV into a Performance Marketing Channel in New Report

Business Wire | September 14, 2023

Wurl, the leader in data-driven solutions for CTV, today released How to Turn CTV into a Performance Marketing Channel for Growth, a new report developed in partnership with leading marketing platform AppLovin (NASDAQ: APP). With CTV ad spending projected to reach over $25 billion in 2023, and more and more viewers moving away from traditional cable, the report highlights the significant role CTV advertising plays in reaching new audiences and driving revenue. “CTV advertising is bringing the performance power of mobile user acquisition into the world of television, unlocking unprecedented ROI for streamers, content publishers, and mobile marketers alike,” said Katie Jansen, Chief Marketing Officer, AppLovin. “Whether operating in the dynamic world of mobile apps, or as a streaming app delivering engaging content, CTV is driving incremental and profitable growth for performance-minded marketers.” Marketers can now leverage data-driven targeting and measurement, providing a clearer understanding of campaign outcomes. The report details how to: Drive incrementalityby expanding reach to previously untapped audiences and acquiring net-new users and subscribers. Keep the right viewers engaged, targeting promos individually across CTV, mobile, and desktop. Drive deeper engagement through dual-screeningwhen users are engaging with their mobile phones while watching CTV, and searching for information about the product or service. Measure and optimize with a full-funnel, cross-channel mindsetensuring a holistic understanding of CTV's role in driving down-funnel actions. Inspire engagement with CTV adsthat leave a lasting impression and feature a clear call to action that motivates users to take the next step. The report also features real-world case studies from apps that increased their install rates with AppDiscovery campaigns tapping into Wurl’s premium CTV supply. Picsart, the number two top-downloaded photography app, tripled its spend after achieving high install rates and tremendous scale, and popular credit building app Kikoff decreased its cost-per-engagement (CPE) by 27% and increased its install rate by 3X. “We know that nearly half of viewers discover new content to watch through ads during other TV shows,” said Ron Gutman, Chief Executive Officer, Wurl. “With performance-driven advertising, streamers and publishers can leverage CTV as part of their marketing mix to attract high-value viewers, increase engagement, and, in turn, boost retention. All campaigns are 100% measurable through Wurl’s ContentDiscovery solution, allowing advertisers to effectively transform their marketing efforts from a cost center to a revenue driver with the ability to immediately see their ROAS and down-funnel metric performance.” Learn more about Wurl and read the full report, How to Turn CTV into a Performance Marketing Channel for Growth, here. About Wurl Wurl leads the CTV industry in helping content publishers and streamers reach millions of viewers worldwide. The company's market-leading solutions enable publishers and streamers to maximize their revenues, grow their CTV viewership, and strengthen their brand value. Wurl is owned by AppLovin (NASDAQ: APP). For more information, visit www.wurl.com, and follow us on LinkedIn, X, Instagram, and Facebook. About AppLovin AppLovin makes technologies that help businesses of every size connect to their ideal customers. The company provides end-to-end software and AI solutions for businesses to reach, monetize and grow their global audiences. For more information about AppLovin, visit: www.applovin.com.

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