Metrics and KPIs in Contextual Advertising

What are contextual advertising metrics and how do they differ from KPIs

Metrics are the metrics available in analytics telegram data tools, such as clicks on ads, unique visitors, and bounce rates.

Metrics:

• presented in absolute values;
• measured in fact;
• allow you to evaluate the promotion strategy;
• do not change over time.

KPIs are key indicators of the project outcome, for the calculation of which metrics are used. Unlike metrics, KPIs are shown only in percentage terms. This helps the company compare its results with average market values ​​and judge the results of doing business.

KPI in contextual advertising:

• used to make important decisions and set goals;
• dynamic;
• compare with past results to decide what to do next.

Let’s consider what metrics and KPIs exist in contextual advertising.

Clicks

This is a meaningful metric in what is a sitemap and why is it so important? context. It shows the number of clicks on ads.

Clicks not only help calculate the cost of advertising in search engines, they are also included in other important metrics, including CPC and CTR.

How to find out clicks?

Advertising analytics tools track clicks as standard. To see the metric value, you need to go to the Yandex Direct or Google Ads report at the ad group, campaign or account level. That’s where the number of clicks will be.

UTM tags, texts added to links to identify user acquisition channels and evaluate promotion results, will help you find out where the links were placed that brought visitors to your site.

By the way, the number of clicks and visitors are different things. The thing is that the same user can click on a link several times in a certain time. Therefore, it is important to know another indicator – “unique visitors”.

Unique visitors

The metric displays how many visitors visited the site over a certain period of time.

• operating system;
• browser;
• cookies;
• location;
• IP address.

If the user cleared cookies, installed the operating system or browser again, then analytics tools will classify him as unique.

How do I know how many unique visitors there were?

Here’s where you can see the information:

1. Google Analytics. To evaluate the it email list  metric, go to the Audience – Overview section. Note that Google Analytics does not have a metric called “unique users” because it is listed there as “new users”.
2. Yandex Metrica. You can see unique visitors by following this path: “Reports” – “Standard reports” – “Sources” – “Sources, summary”. Information about unique users will be in the “Visitors” column.

By the way, you can read about the report review inYandex Help.

Why do you even need to know how many unique users came to your site?

Even if a site gets a lot of unique visitors, it doesn’t guarantee a high conversion rate. An online store might get 200 visitors in one day, but none of them will buy anything. Or 15 people might come and all of them will place orders.

Despite this, the number of unique visitors still needs to be known if:

1. you want to launch a campaign to increase brand popularity. It’s logical: the more people visit your site, the more famous your products will become;
2. you need to determine click fraud – the passage of competitors through your ads. If there are significantly more clicks than visitors, then, most likely, competitors are clicking on your advertising links, reducing the advertising budget;
3. you know exactly how many unique visitors turn into real buyers. Then the metric value will help you calculate how many customers you will get;
4. You need to evaluate the results of your campaigns. In this case, the number of unique visitors will show how many people went to a specific page of your site through an ad.

By the way, unique visitors and “visits” in Metrica, as well as “Sessions” in Google Analytics are completely different metrics.