Digital performance indexes: measure and improve development
Nowadays, successfully keeping track of one’s digital performances is more than essential. Whether you want to control the running of an online advertising campaign, evaluate the financial results of your investment on your website or your initiatives on social media, the value of ensuring that your strategies line up in a beneficial direction is undeniable.
This article discusses the performance of your advertisements that can be measured with concrete data, such as the number of clicks, the click-through rate (CTR), the rate of impressions and the conversion rate.
NUMBER OF CLICKS
The number of clicks signifies the number of visits to your destination page. The higher this number, the higher your visibility. Still, a high impressions number doesn’t necessarily guarantee a proportional number of clicks.
That’s why it’s essential to select good keywords and have visually attractive content.
You should also make sure to have a quality destination page that is representative of your offer. Do not hesitate to add a strong call to action to increase the chances of converting curious users into potential customers.
CLICK-THROUGH RATE (CTR)
While the number of clicks informs us of the quality of our ad, the click-through rate allows us to validate its performance. This type of data shows us the number of users that have been exposed to advertising content and who have clicked on the ad. This is the number of clicks in relation to the number of impressions.
A higher percentage allows us to ensure the ad’s efficiency. A low click rate shows us that some adjustments are needed, seeing as this data will be taken into account by search engines and your ranking will suffer as a result. Users are exposed to many, many ads, so make sure you stand out from the crowd.
The impression rate corresponds to the number of impressions registered by your ads, divided by the estimated number of impressions that they could had possibly registered. Multiple factors influence the circulation of your ads, such as targeting parameters, approval stages, auctions, as well as the quality of your ad.
The impression rate indicates the efficiency of your keywords and the relevance of your content. It is vital to analyze every part of your ads, making some adjustments on occasion and observing the changes in results.
The conversion rate is a very good efficiency indicator for digital advertising campaigns. This rate measures the relation between users who completed the desired action (phone call, online purchase, email address entry etc.) and the total number of clicks.
There are other conversion data available as well, such as the conversion cost, that is, the estimated cost of converting a potential customer into a buyer. This index is necessary for evaluating the profitability of your advertising campaign and making sure you’re not paying too much to acquire new customers.
Equip yourself appropriately to take the pulse of your digital strategies. If you delegate this task elsewhere, make sure that your agency or advertiser will not only inform you of the performance of your advertising actions, but that they are also able to react quickly to fluctuations.
Be attentive and vigilant, and your investment will be worth it.