How to Measure the Results of an Online Retargeting Campaign

At the end of each retargeting campaign, an advertiser receives an in-depth report that combines the information you’ve tracked while the campaign has been taking place.

Metrics Measured for Each Creative Used During a Campaign

  • Impressions: The number of ads that appear on the pages that users visit during a campaign.
  • Clicks: The number of times an ad is clicked on by a user.
  • Click-Through Rate (CTR): The ratio of clicks on one of your ads to the number of total ad impressions.
  • Post-Impression Reporting: Users may see an ad numerous times before acting on it. They may even act on the message by going back to an advertiser’s website and bypassing the ad. Post-impression conversion tracking reveals such delayed impact of an ad.

The Value of Post-Impression Recognition

Retargeting provides a benefit that has been considered one of the pillars of effective advertising in the mass media age: frequency. In short, it means that the more times potential customers see your ad, the more likely they are to recall it when it’s time for them to make a purchasing decision. This principle is sometimes called “The Rule of 7” to represent the number of times it takes for a customer to act.

With the long purchasing cycle of many business products and services, exposure to your brand and message is especially important over an extended period.

Why is this important? Many potential customers don’t click on an ad; instead, they go directly to the advertiser’s website or use Google. Repeated exposure to your brand from retargeting increases the likelihood the customer will recognize your brand and click it during such a search.

By placing a simple pixel on your site as well, BNP can track those who saw your ads, but visited your site without clicking—a critical component of a retargeting campaign’s success.

To learn more about B2B retargeting, click here.

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