Campaign Tracking, Optimization and Reporting

Question 1

Click through rate (CTR)

Answer 1

percentage of impressions clicked by a viewer

Question 2

View through rate (VTR)

Answer 2

percentage of impressions that resulted in a consumer later visiting a site (though the consumer did not click to get there)

Question 3

Interaction rate

Answer 3

% of imps that were interacted with (from ads that have rich media capabilities)

Question 4

Lead generation

Answer 4

campaign that attempts to get consumers to fill out a form or call for more info

Question 5

Lead

Answer 5

consumer who takes an action is considered a lead

Question 6

Conversion

Answer 6

consumer who sees an ad then takes the desired action (i.e. making a purchase)

Question 7

Types of KPIs

Answer 7

• Awareness: interest and size reached (CTR and WTR)
• Consideration: # of rich media ad units interacted with (interaction rate)
• Preference: lead gen
• Purchase: number of conversions or revenue earned

Question 8

4 categories when looking at performing optimizations

Answer 8

• Ad placements (sites, content, sections, devices)
• Ad formats (high impact units, video, display)
• Creative versions
• Targeting