Reporting Metrics in Online Marketing
Reporting refers to the performance tracking of an online campaign – it is therefore an important component for measuring the success of advertising measures. Since good reporting should not only occur at the end of the campaign but continuously, optimization measures can be taken in time to improve the performance of the online campaign.
Performance Metrics in Reporting
A reporting includes performance metrics such as:
- the open rate of a newsletter
- the number of Ad Impressions
- number of clicks
- the click-through rate
- etc.
The Open Rate
The open rate shows you in reporting how often your email was opened. The opening of an email is primarily influenced by the subject line and the sender’s address. To count the open rate, a tracking pixel is embedded in your template so the server can register the openings. There is a distinction between the total open rate and the unique open rate: recipients who opened your email multiple times are only counted once. Since many email clients block images, the open rate represents an inaccurate value in reporting.
The Ad Impressions
In reporting, ad impressions in a display campaign provide information on the actual delivered advertising materials (the number of visual contacts with an ad). It should not be confused with page impressions (where only the page view is counted).
Example: If there is an ad space on a page, it is: Page Impression = Ad Impression. If there are two ad spaces on a page, only one page impression but two ad impressions are counted.
Number of Clicks and Click-Through Rate
Clicks are also displayed in reporting. Here, all clicks on your ad are counted. A high number of clicks in reporting does not always indicate a high conversion rate. In particular, emotional ads – as commonly used in donation marketing – often lead to clicks, but do not necessarily trigger a donation. The click-through rate (CTR) is also differentiated between total click-through rate and unique click-through rate. To calculate the click-through rate, divide the number of clicks on an ad by the number of ad contacts (ad impressions): A display ad is shown 1,000,000 times and clicked 8,000 times. This results in a click-through rate of 0.8% (8,000 clicks / 1 million ad impressions x 100).
Your Contact for Custom Reporting
A good reporting is as individual as the goals of the advertising measure. We offer you immediate success control for your online campaign through reporting, such as by open and click rates and your target CPO. To discuss how success-based reporting should look, it is best to talk with our online specialist Tanja Hensler (hensler@trebbau.com, Tel.: 0221/37646 – 330).