The real story is how well the ad works with that audience. Of course, the true test of a marketing campaign is not how many impressions you achieved, but how much activity those impressions generated. They look at conversions. I can say I have a million people on my list, but if they run an ad and no one goes to their Web site or takes them up on their offer, then it doesn't matter if I have a billion people on my list. They are not going to come back and advertise.
Most advertisers are interested in final results.
They are looking for direct marketing units of measure to judge the effectiveness of their money spent. Look at your return on investment, ROI, instead. Chase advises marketers to look at how much each visit cost or how much each sale cost. With those figures in hand, you can begin to measure your return on investment. If your marketing plan calls for spending money on advertising, do yourself a favor and choose a targeted e-zine or mailing list.