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Delivery Response Behavioral Conversion Metrics related to Ad-related audience Metrics that deﬁne Ad-driven “sales”* the media delivery of response metrics the user’s behavior metrics; determine your campaign; create within the client’s ad the effectiveness of planning efﬁciencies or on its Web site media against con- and optimize media sumer response = clicks/impressions (CPA) = cost/ conversions 1000 impressions) = views/impressions conversions/impresions = cost/clicks usage (e.g., store (Impressions/reach) locator) value = total revenue/ conversions Composition of post- Rich media interac- click/post-impression tion effect on site be- click to determine messag- haviorSite interaction ing strategy effects on conversion on paid search duplication performance conversion analysisFriday, August 3, 2012
DEFINITIONS & BEST PRACTICE Audience and Action 126.96.36.199 Web Analytics - ductive campaign elements and pathway. Visits Web site data tells us how successful our cam- paigns have been in driving trafﬁc the client’s site or designated landing page.Friday, August 3, 2012
Audience and Action CPC (R)Friday, August 3, 2012