Buying and Reporting Metrics

Question 1

Impression

Answer 1

An instance of an ad being served on a particular web page and the presentation is
tracked. Impressions are used to demonstrate to a client how many opportunities to see there
were.

REPORTING METRIC

Question 2

CTR

Answer 2

Click-Through Rate
The total volume of clicks for that placement divided by total volume
of impressions x 100. It’s an indication of how effective a placement is at generating responses
and engagement.

REPORTING METRICS

Question 3

Click

Answer 3

The number of times an ad is clicked. A click refers to the opportunity for a user to learn
more about your product, e.g., they could download a file by clicking on an advertisement, as
recorded by the server. A click is also the result of a measurable interaction with an
advertisement or key word that links to the advertiser’s intended website or another
page/frame within the website.

REPORTING METRICS

Question 4

UA

Answer 4

Unique Audience
The total number of unique people (de-duplicated) that visited a site at
least once during the specified time period. This means if someone visits the Sydney Morning
Herald homepage three times in a day, they would only be counted as one unique audience.

REPORTING METRICS

Question 5

Viewability

Answer 5

The opportunity for digital advertising to be seen by a human within a recognised
time frame.

It confirms whether the impression was actually visible. Visible equals Viewable. But is different than
“Seen”. I.e., an ad can be visible, but that doesn’t always mean that it was seen. However, if it is
visible there is a greater potential for the ad to be seen.

REPORTING METRICS

Question 6

Conversion.

Answer 6

This is a completed activity that is defined by your KPIs as important to your client’s
campaign.
It could include a land on a web page, starting a quote or watching a video, or even completing a sale
on a website.

REPORTING METRIC

Question 7

CPM

Answer 7

The first and most common transaction mechanic for Display media is CPM (Cost per thousand)

Question 8

Sponsorship

Answer 8

Paying a flat fee – used in Display and High Impact Display (section sponsorships and homepage
takeovers).
Targeted, often high traffic pages bought exclusively by an advertiser for a fixed period of time, or
sponsorship of a section.
100% share of voice of all site traffic for that period.

Question 9

CPE

Answer 9

The price an advertiser pays every time a user actually interacts or engages with the ad (as defined
and agreed).
Rather than paying for all impressions, an advertiser only pays for ads that a user interacted with
(e.g. hovered over a Light Box Ad to expand).
This is a common metric of rich media and other interactive display formats, and helps you quantify
your audience’s engagement interest in the ad and content.
An engagement example would be to play a game, social is a great example.

Question 10

CPC

Answer 10

Clicks - the number of times your ad is clicked on (to go to a website or take further action).

COST / No. of CLICKS

Question 11

CPA/CPL

Answer 11

A pricing model that only charges advertisers on the action being conducted.
For example, a sale or form being filled in. The advertiser will only pay once the sale has been
completed or the form has been filled in.

COST / ACQUISITION or LEAD

Question 12

Reach

Answer 12

indicates the size of the unduplicated audience and this gives you an indication of the
amount of people that were exposed to your campaign.

Question 13

Frequency

Answer 13

is the number of times a user is estimated to be exposed to an ad.

Question 14

Frequency Capping

Answer 14

is restricting (capping) the number of times (frequency) a specific visitor
to a website is shown a particular advertisement. If you only want the audience to see it
once, you would set the frequency cap at one.