Analyzing metrics allows advertisers to understand what works for them and what does not. They also offer opportunities to optimize campaigns in real-time for better overall ROI. Some of the most important metrics from programmatic advertising platforms that should be tracked include:
Engagement
The impressions (delivery of your creatives to ad placements), interactions (how many users were interested enough to click through), and actions (users that complete the lifecycle aimed for through the campaign, like reaching the checkout page or making a purchase) are crucial in defining campaign success.
Financial Metrics
Ad spend, based on the revenue model chosen (CPM, CPI, etc.) and ROAS are important metrics here.
Performance Metrics
Like CPM, CPC, conversions (post click and post view), conversion rates, CPA, and ROI.
Brand Metrics
Including reach, viewability, etc. The metrics that you must track depend on your marketing goals and campaign. However, with Airtory Studio’s easy access to detailed, real-time reporting, tracking metrics is no longer a complicated process.