How do you measure banner ad effectiveness beyond click-through rate?

1 Impressions and reach

Impressions and reach are two metrics that measure how many people see your banner ads and how many unique users are exposed to them. Impressions indicate the total number of times your banner ads are displayed on a web page, regardless of whether they are clicked or not. Reach shows the number of different users who see your banner ads at least once during a given period. These metrics can help you assess how well your banner ads are distributed across your target audience and how much exposure they generate for your brand.

2 Viewability and attention

Viewability and attention are two metrics that measure how visible and engaging your banner ads are to your audience. Viewability refers to the percentage of impressions that are actually seen by users, based on criteria such as the size, position, and duration of the banner ad on the screen. Attention measures how long and how actively users interact with your banner ads, such as hovering, scrolling, or clicking. These metrics can help you evaluate how well your banner ads capture and retain the attention of your audience and how likely they are to influence their behavior.

3 Conversions and ROAS

Conversions and ROAS are two metrics that measure how profitable and effective your banner ads are in terms of generating desired actions and outcomes. Conversions refer to the number of users who complete a specific goal after seeing or clicking on your banner ads, such as signing up, making a purchase, or downloading a resource. ROAS stands for return on ad spend, which is the ratio of revenue generated by your banner ads to the cost of running them. These metrics can help you calculate how much value your banner ads provide for your business and how well they align with your campaign objectives.

4 Frequency and recency

Frequency and recency are two metrics that measure how often and how recently your audience sees your banner ads. Frequency shows the average number of times a user sees your banner ads during a given period, while recency shows the average time elapsed between the last impression and the current impression. These metrics can help you optimize your banner ad frequency capping and retargeting strategies, which can affect your audience's perception, recall, and response to your banner ads.

5 Creative quality and relevance

Creative quality and relevance are two factors that measure how appealing and suitable your banner ads are for your audience and your campaign goals. Creative quality refers to the design, copy, and format of your banner ads, which can influence their attractiveness, clarity, and persuasiveness. Relevance refers to the match between your banner ads and the context, intent, and preferences of your audience, which can affect their interest, trust, and satisfaction. These factors can help you improve your banner ad creative testing and optimization, which can enhance your banner ad performance and user experience.

6 Customer feedback and sentiment

Customer feedback and sentiment are two sources of qualitative data that measure how your audience feels and thinks about your banner ads. Customer feedback can be obtained from surveys, reviews, testimonials, or social media comments, which can provide insights into your audience's opinions, preferences, and suggestions. Sentiment analysis can be applied to customer feedback or other online conversations, which can reveal the tone, emotion, and attitude of your audience towards your banner ads. These sources can help you understand your audience's needs, expectations, and pain points, and how to address them with your banner ads.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?