Audience reach: This metric measures how many people will see your ad. It’s especially important for campaigns that aim to increase brand awareness and reach. How to set correct KPIs and plan a campaign .
- Traffic. KPI measures how many users will go to the site. High traffic with good behavioral indicators (bounce rate, viewing depth) indicates successful advertising and its ability to attract interested customers. How to set correct KPIs and plan a campaign .
- Impressions: The number of times an night clubs and bars email list ad is displayed is a metric that helps you understand how often your ad is seen by your audience.
- MQLeads. This metric tracks the number of qualified leads, i.e. users who have completed target actions, such as viewing a landing page or scrolling 90% of it, or subscribing to a newsletter.
However, campaign planning does no how to create an ai digital marketing strategy end with choosing KPIs: we recommend creating a detailed media plan, which will become a roadmap for achieving goals.
Tools for analyzing the effectiveness of media advertising
There are many tools, both free and paid, available to evaluate the effectiveness of media advertising.
Among them:
- Internal Yandex research. When launching advertising through Yandex Direct, you can use the platform’s internal research. For example, with their help you can evaluate Visit Lift, Target Lift and other metrics.Yandex will show the increase in search queries among users who saw the ad, compared to those who did not. You can also track the dynamics of target actions and visits to the site depending on the settings of the advertising campaign: the platform’s algorithms will automatically calculate whether there was an increase in key indicators or not.If no changes are recorded, the system will indicate this in the report.
- Post-view and post-click analysis. To analyze media advertising in Yandex Direct, it is useful to use the Report Wizard.You can set up attribution in it: for example, select the last impression or the first impression from Yandex Direct. The report will show how many conversions occurred after clicks on media advertising, and will allow you to compare them with conversions after views.It is important to note that conversions clean email can occur up to 30 days after the ad is show. For example, if a campaign is launched on October 15 and ends on November 15, conversions can be record until December 15.
Analysis of brand demand via Wordstat.
If you have reduced budgets for media advertising during the season and redistributed them to traffic generation, you can track how this has affected interest in the brand.Wordstat will show whether there has been an increase or decrease in queries related to your brand.
- Google Trends analysis. Unlike Wordstat, it shows data not in absolute values, but in percentages: the most popular query is assign a value of 100, and the rest are rank relative to it.
- Google Analytics. If you have Google Analytics (GA) enabled on your site, you can track assisted conversions. Previously, Universal Analytics had a separate report on such conversions, but it was remove in GA4. However, you can set up a “Conversion Paths” report, which will show at what stage the user performed the target action (for example, left a request).This will help you understand how media advertising influenced the customer’s choice.