4 Ad Performance Metrics You Should Track

Apurva Pathak | August 2, 2022 | 1243 views | Read Time : 05:00 min

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

Instrument

Instrument is an independent digital creative agency in Portland, Oregon. We build digital brands, experiences and campaigns for every screen.

OTHER ARTICLES
ADVERTISER PLATFORMS

Google’s and Facebook’s Grip on Digital Advertising Markets

Article | December 15, 2021

Since July 2019, the UK’s Competition and Markets Authority has been conducting an extensive investigation of the digital advertising market. In its preliminary report on the investigation, the CMA expresses concerns that Google and Facebook have grown so “large and have such extensive access to data that potential rivals can no longer compete on equal terms.” 2019 marked the year in which digital advertising finally took the crown from TV and other legacy media both in the US and worldwide. Estimates point out that digital ads now account for 51 percent of the almost $600 billion spent globally on advertising, a percentage that should only rise with time.

Read More
ADVERTISER PLATFORMS

Which Online Advertising Strategy Is Right For Your Business?

Article | May 20, 2022

Part of running a business in this era of technology is establishing an online presence. This does not only mean having a well-put-together website and being active on social media, which are both a big part of what online marketing means. In order to reach audiences and turn them into customers, you also need to invest in online advertising. Sometimes, finding the best-suited advertising strategy for your business can be quite daunting, especially given the fact that you have so many options to choose from in the sea of digital marketing. The accessible costs of digital advertising, especially when compared to traditional advertising, may make it tempting for you to what to invest in as many types of ad campaigns as you can find, but keep in mind that they may not all work for your business.

Read More
ADVERTISER PLATFORMS

Alex Webb: More kids with smartphones spells advertising bonanza

Article | October 8, 2021

The revelation that, by the age of seven, 53% of British kids will own a mobile phone, will come as good news to one group in particular: advertisers. By the time U.K. youngsters are 11, the ownership ratio reaches a whopping 90%, according to a report published last week by the research consultancy Childwise. And as the penetration of smartphone usage rises, it creates more opportunity for advertisers to get in front of young eyeballs. Parents need to get clued up if they want to stop that from happening. For now, advertising targeted at children has been slower to migrate online than in the broader industry. Whereas more than half of the world's $614 billion of ad spending is now online, less than a third of the outlay for ads targeting children is digital, according to a 2019 study by PricewaterhouseCoopers.

Read More

Amazon Big Game Ad Tallies the Most Views via YouTube AdBlitz

Article | February 10, 2020

YouTube revealed the five most-viewed Super Bowl LIV ads on its YouTube AdBlitz portal for Big Game spots. YouTube ads marketing cultural moments and trends lead Gina Shalavi unveiled the top five by views as of 11:59 p.m. ET Feb. 5, as well as short descriptions of the ads, in a blog post Monday. Amazon topped the list by asking, “What did we do before Alexa?” Shalavi wrote, “With a medieval theme, people cover everything, from the temperature to news to jokes, all features on Alexa.” The spot features Ellen Degeneres and Portia de Rossi. Bill Murray helped drive Jeep to the second spot with Groundhog Day, and Shalavi wrote, “Murray takes a groundhog and escapes in an orange Jeep for endless adventures.”

Read More

Spotlight

Instrument

Instrument is an independent digital creative agency in Portland, Oregon. We build digital brands, experiences and campaigns for every screen.

Related News

ADVERTISER PLATFORMS

MGID and Playmaker Enter Partnership To Deliver Contextual Native Advertising to Playmaker’s Web Audience

Business Wire | May 29, 2023

MGID, the global advertising platform, today announced a partnership with Playmaker, the digital sports media company that delivers authentic content experiences through its portfolio of sports media brands. The partnership will see the direct integration of MGID’s native ads across Playmaker’s web properties to maximize user experience and engagement and increase traffic and monetization. MGID’s network of advertisers across the US, Canada, Brazil, and Mexico will benefit from access to Playmaker’s 101 million monthly web users that engage with a portfolio of sports media brands, including Futbol Sites, Yardbarker Media, and The Nation Network. MGID’s high-quality native advertising offering will enable Playmaker’s media brands to monetize their traffic through non-intrusive and contextually-relevant native ads while also increasing pageviews. MGID’s native ad formats are targeted to the most relevant sections of a user’s content journey to ensure maximum engagement. “This is a great opportunity for leading advertisers to access Playmaker’s expansive audience of sports fans. Without essential revenue streams, sports media brands cannot serve great content to their fans. At the same time, fans need to see content and ads that enhance their overall experience.” Said Sergio Vives, Global Head of Publisher Acquisition at MGID. “This is great step in our journey to grow our offering and innovate at the edge of digital media advertising. We look forward to connecting Playmaker’s scale of audience to MGID’s relevant, high-quality content.” “In a changing digital landscape, where effective targeting and attribution is becoming increasingly complex, teaming up with MGID will provide essential alignment between consumer and marketer needs through our trusted brands.” Added Michael Bellom, Head of Revenue Operations at Playmaker. “The integration of native ads and exclusive content recommendations will help users find the right content and ensure marketers reach the right audiences.” AboutMGID MGID is a global advertising platform helping brands reach unique local audiences at scale. It uses privacy-first, AI-based technology to serve high-quality, relevant ads in brand-safe environments. The company offers a variety of ad formats, including native, display and video to deliver a positive user experience. This enables advertisers to drive performance and awareness, and publishers to retain and monetize their audiences. About Playmaker Playmaker (TSX-V: PMKR; OTC: PMKRF) is a digital sports media company that acquires and integrates premier fan-centric media brands, curated to deliver highly engaged audiences of sports fans to tier one advertisers, online sports betting operators, and sports federations and leagues. Leveraging its in-house technology stack, Bench, and with a 360-degree view of sports fans, Playmaker delivers authentic digital content experiences for sports fans and best-in-class results for its partners across the Americas.

Read More

AD NETWORKS

System1 Named Microsoft Advertising’s Global Supply Partner of the Year

Business Wire | June 02, 2023

System1, Inc. (NYSE: SST), an omnichannel customer acquisition marketing platform, announced today that it has been named Microsoft Advertising’s 2023 Global Supply Partner of the Year. System1 has been chosen as the Global Supply Partner from the Microsoft Advertising regional winners that were announced in March. The highly coveted award is given to the supply partner who has shown excellence in partnership with Microsoft Advertising across the board. “Our deeply collaborative partnership with Microsoft allows us to adapt to new trends in the search space, and it has been critical to our success at System1. I’m excited for what the future will bring for our partnership,” said System1 CEO, Michael Blend. “Microsoft has been an amazing partner of System1’s for many years. This recognition validates the collaboration and hard work between both the System1 and Microsoft teams, and it is a great honor and a testament to the strength of our partnership,” said Kerstin Gibson, Senior Vice President Strategic Partnerships, System1. “Microsoft Advertising is honored to present System1 with the Global Supply Partner of the Year award. We were thrilled by the quality of nominations from partners; inspiring us with their commitment to partnership, dedication to their clients and are proud to celebrate our global winners for their extraordinary work,” said Katherine Eills, Global Partner Marketing Director and Awards Lead, Microsoft Advertising. About System1, Inc. System1 combines best-in-class technology & data science to operate its advanced Responsive Acquisition Marketing Platform (RAMP). System1’s RAMP is omnichannel and omnivertical, and built for a privacy-centric world. RAMP enables the building of powerful brands across multiple consumer verticals, the development & growth of a suite of privacy-focused products, and the delivery of high-intent customers to advertising partners. For more information, visit www.system1.com.

Read More

AD TECH AND MARTECH, ADVERTISER PLATFORMS

DeepIntent and Roku Research Reveals 79% of Adults 50+ Stream, Are More Amenable to Advertising Than the General Population

PR Newswire | May 16, 2023

DeepIntent, the leading healthcare advertising technology company built to influence better patient health and business outcomes, revealed new research that illuminates the streaming habits and impact of pharmaceutical advertising on adults over the age of 50. In partnership with Roku, Inc., DeepIntent shared the research at the company's second annual Innovating with Intent event focused on the future of connected TV (CTV) in the pharmaceutical industry. Because people are more likely to be diagnosed with conditions as they age, older patients are naturally an important demographic for pharmaceutical advertisers. Surveying more than 3,000 U.S. adults across every age group, DeepIntent and Roku dispelled the common misconception that older patients aren't as easy to reach on CTV as younger audiences. Marking the fourth time DeepIntent has surveyed patients to better understand their feelings toward pharmaceutical advertising and how it factors into their health and wellness journeys, the research found that 79% of adults 50 and over use streaming services. The research also found that 66% prefer advertising-based video-on-demand (AVOD) services, which means that these so-called "silver streamers" are even more amenable to advertising than the general population. Continuing to grow in popularity, CTV enables pharmaceutical brands to reach this demographic with messaging that's both relevant and privacy-safe. However, just 23% of patients 50 and over find the pharmaceutical ads they see on streaming services relevant to their lives, compared with 40% of patients under 50. "Pharma advertisers don't always use data-driven programmatic targeting on CTV to its full potential. As a result, silver streamers feel ads aren't relevant, which in turn makes them less likely to inspire action," said Marcella Milliet Sciorra, Chief Marketing Officer at DeepIntent. "DeepIntent was founded with the core belief that advertising technology can measurably improve patient outcomes, and our research highlights a massive opportunity for pharmaceutical brands to do that by reaching their most coveted demographic with relevant messaging on CTV." "People 50 and over are the primary audience for many pharma brands, who may not realize that this demographic is really driving streaming growth," said Eric Lloyd, Head of Industry, Health, at Roku. "There is a tremendous opportunity to reach people over 50 in streaming environments, which offer much more than traditional TV in terms of impacting the patient journey and driving script lift. The survey results only confirmed that it's paramount for pharma advertisers to capitalize on this paradigm shift." Conducted between March 9 and 16, the survey also found: 77% of patients 50 and over have a diagnosed condition 49% of patients 50 and over view relevant advertising positively 7% of patients 50 and over have made an appointment to see a healthcare provider (HCP) after seeing a pharmaceutical ad, compared with 21% of patients under 50 96% of cord-cutters 50 and over are happy with their decision to cancel their cable/satellite TV service and more To learn more about DeepIntent, visit www.deepintent.com/. About DeepIntent With a core belief that advertising technology can measurably improve the lives of patients, DeepIntent is leading the healthcare advertising industry into the future. Built purposefully for the healthcare industry, the DeepIntent Healthcare Advertising Platform is proven to drive higher audience quality and script performance with patented technology and the industry's most comprehensive health data. DeepIntent is trusted by 600+ pharmaceutical brands and all the leading healthcare agencies to reach the most relevant healthcare provider and patient audiences across all channels and devices. For more information, visit DeepIntent.com or find us on LinkedIn. About Roku, Inc. Roku pioneered streaming on TV. We connect users to the content they love, enable content publishers to build and monetize large audiences, and provide advertisers with unique capabilities to engage consumers. Roku TV™ models, Roku streaming players, and TV-related audio devices are available in various countries around the world through direct retail sales and/or licensing arrangements with TV OEM brands. Roku-branded TVs and Roku Smart Home products are sold exclusively in the United States. Roku also operates The Roku Channel, the home of free and premium entertainment with exclusive access to Roku Originals. The Roku Channel is available in the United States, Canada, Mexico, and the United Kingdom. Roku is headquartered in San Jose, Calif., U.S.A.

Read More

ADVERTISER PLATFORMS

MGID and Playmaker Enter Partnership To Deliver Contextual Native Advertising to Playmaker’s Web Audience

Business Wire | May 29, 2023

MGID, the global advertising platform, today announced a partnership with Playmaker, the digital sports media company that delivers authentic content experiences through its portfolio of sports media brands. The partnership will see the direct integration of MGID’s native ads across Playmaker’s web properties to maximize user experience and engagement and increase traffic and monetization. MGID’s network of advertisers across the US, Canada, Brazil, and Mexico will benefit from access to Playmaker’s 101 million monthly web users that engage with a portfolio of sports media brands, including Futbol Sites, Yardbarker Media, and The Nation Network. MGID’s high-quality native advertising offering will enable Playmaker’s media brands to monetize their traffic through non-intrusive and contextually-relevant native ads while also increasing pageviews. MGID’s native ad formats are targeted to the most relevant sections of a user’s content journey to ensure maximum engagement. “This is a great opportunity for leading advertisers to access Playmaker’s expansive audience of sports fans. Without essential revenue streams, sports media brands cannot serve great content to their fans. At the same time, fans need to see content and ads that enhance their overall experience.” Said Sergio Vives, Global Head of Publisher Acquisition at MGID. “This is great step in our journey to grow our offering and innovate at the edge of digital media advertising. We look forward to connecting Playmaker’s scale of audience to MGID’s relevant, high-quality content.” “In a changing digital landscape, where effective targeting and attribution is becoming increasingly complex, teaming up with MGID will provide essential alignment between consumer and marketer needs through our trusted brands.” Added Michael Bellom, Head of Revenue Operations at Playmaker. “The integration of native ads and exclusive content recommendations will help users find the right content and ensure marketers reach the right audiences.” AboutMGID MGID is a global advertising platform helping brands reach unique local audiences at scale. It uses privacy-first, AI-based technology to serve high-quality, relevant ads in brand-safe environments. The company offers a variety of ad formats, including native, display and video to deliver a positive user experience. This enables advertisers to drive performance and awareness, and publishers to retain and monetize their audiences. About Playmaker Playmaker (TSX-V: PMKR; OTC: PMKRF) is a digital sports media company that acquires and integrates premier fan-centric media brands, curated to deliver highly engaged audiences of sports fans to tier one advertisers, online sports betting operators, and sports federations and leagues. Leveraging its in-house technology stack, Bench, and with a 360-degree view of sports fans, Playmaker delivers authentic digital content experiences for sports fans and best-in-class results for its partners across the Americas.

Read More

AD NETWORKS

System1 Named Microsoft Advertising’s Global Supply Partner of the Year

Business Wire | June 02, 2023

System1, Inc. (NYSE: SST), an omnichannel customer acquisition marketing platform, announced today that it has been named Microsoft Advertising’s 2023 Global Supply Partner of the Year. System1 has been chosen as the Global Supply Partner from the Microsoft Advertising regional winners that were announced in March. The highly coveted award is given to the supply partner who has shown excellence in partnership with Microsoft Advertising across the board. “Our deeply collaborative partnership with Microsoft allows us to adapt to new trends in the search space, and it has been critical to our success at System1. I’m excited for what the future will bring for our partnership,” said System1 CEO, Michael Blend. “Microsoft has been an amazing partner of System1’s for many years. This recognition validates the collaboration and hard work between both the System1 and Microsoft teams, and it is a great honor and a testament to the strength of our partnership,” said Kerstin Gibson, Senior Vice President Strategic Partnerships, System1. “Microsoft Advertising is honored to present System1 with the Global Supply Partner of the Year award. We were thrilled by the quality of nominations from partners; inspiring us with their commitment to partnership, dedication to their clients and are proud to celebrate our global winners for their extraordinary work,” said Katherine Eills, Global Partner Marketing Director and Awards Lead, Microsoft Advertising. About System1, Inc. System1 combines best-in-class technology & data science to operate its advanced Responsive Acquisition Marketing Platform (RAMP). System1’s RAMP is omnichannel and omnivertical, and built for a privacy-centric world. RAMP enables the building of powerful brands across multiple consumer verticals, the development & growth of a suite of privacy-focused products, and the delivery of high-intent customers to advertising partners. For more information, visit www.system1.com.

Read More

AD TECH AND MARTECH, ADVERTISER PLATFORMS

DeepIntent and Roku Research Reveals 79% of Adults 50+ Stream, Are More Amenable to Advertising Than the General Population

PR Newswire | May 16, 2023

DeepIntent, the leading healthcare advertising technology company built to influence better patient health and business outcomes, revealed new research that illuminates the streaming habits and impact of pharmaceutical advertising on adults over the age of 50. In partnership with Roku, Inc., DeepIntent shared the research at the company's second annual Innovating with Intent event focused on the future of connected TV (CTV) in the pharmaceutical industry. Because people are more likely to be diagnosed with conditions as they age, older patients are naturally an important demographic for pharmaceutical advertisers. Surveying more than 3,000 U.S. adults across every age group, DeepIntent and Roku dispelled the common misconception that older patients aren't as easy to reach on CTV as younger audiences. Marking the fourth time DeepIntent has surveyed patients to better understand their feelings toward pharmaceutical advertising and how it factors into their health and wellness journeys, the research found that 79% of adults 50 and over use streaming services. The research also found that 66% prefer advertising-based video-on-demand (AVOD) services, which means that these so-called "silver streamers" are even more amenable to advertising than the general population. Continuing to grow in popularity, CTV enables pharmaceutical brands to reach this demographic with messaging that's both relevant and privacy-safe. However, just 23% of patients 50 and over find the pharmaceutical ads they see on streaming services relevant to their lives, compared with 40% of patients under 50. "Pharma advertisers don't always use data-driven programmatic targeting on CTV to its full potential. As a result, silver streamers feel ads aren't relevant, which in turn makes them less likely to inspire action," said Marcella Milliet Sciorra, Chief Marketing Officer at DeepIntent. "DeepIntent was founded with the core belief that advertising technology can measurably improve patient outcomes, and our research highlights a massive opportunity for pharmaceutical brands to do that by reaching their most coveted demographic with relevant messaging on CTV." "People 50 and over are the primary audience for many pharma brands, who may not realize that this demographic is really driving streaming growth," said Eric Lloyd, Head of Industry, Health, at Roku. "There is a tremendous opportunity to reach people over 50 in streaming environments, which offer much more than traditional TV in terms of impacting the patient journey and driving script lift. The survey results only confirmed that it's paramount for pharma advertisers to capitalize on this paradigm shift." Conducted between March 9 and 16, the survey also found: 77% of patients 50 and over have a diagnosed condition 49% of patients 50 and over view relevant advertising positively 7% of patients 50 and over have made an appointment to see a healthcare provider (HCP) after seeing a pharmaceutical ad, compared with 21% of patients under 50 96% of cord-cutters 50 and over are happy with their decision to cancel their cable/satellite TV service and more To learn more about DeepIntent, visit www.deepintent.com/. About DeepIntent With a core belief that advertising technology can measurably improve the lives of patients, DeepIntent is leading the healthcare advertising industry into the future. Built purposefully for the healthcare industry, the DeepIntent Healthcare Advertising Platform is proven to drive higher audience quality and script performance with patented technology and the industry's most comprehensive health data. DeepIntent is trusted by 600+ pharmaceutical brands and all the leading healthcare agencies to reach the most relevant healthcare provider and patient audiences across all channels and devices. For more information, visit DeepIntent.com or find us on LinkedIn. About Roku, Inc. Roku pioneered streaming on TV. We connect users to the content they love, enable content publishers to build and monetize large audiences, and provide advertisers with unique capabilities to engage consumers. Roku TV™ models, Roku streaming players, and TV-related audio devices are available in various countries around the world through direct retail sales and/or licensing arrangements with TV OEM brands. Roku-branded TVs and Roku Smart Home products are sold exclusively in the United States. Roku also operates The Roku Channel, the home of free and premium entertainment with exclusive access to Roku Originals. The Roku Channel is available in the United States, Canada, Mexico, and the United Kingdom. Roku is headquartered in San Jose, Calif., U.S.A.

Read More

Events