Online Advertising Metrics

Abstract

Accurate and consistent metrics are critical for determining online advertising effectiveness and for the growth of online advertising spending. There are a variety of ways to measure online advertising effectiveness, and this chapter explains common online advertising metrics to measure effectiveness such as page impressions, ad impressions, clicks, visits, unique visitors, path analysis, conversion rates, and recency measures. This chapter also presents online metrics challenges as well as encourages researchers to employ other pricing and metrics models besides the CTR (Click-Through)/CPC (Cost Per Click) and CPM (Cost Per Thousands) models.