Understanding the Effectiveness of Online Advertising

Pros and Cons

How to Measure Online Advertising Effectiveness

The term ‘online advertising’ now refers to many different types of media, each of which requires a different way of measuring performance. Especially since different media types have different functions in the media mix. While display ads drive conversions, other media types such as video ads, particularly on well-known streaming brands, are expensive but highly beneficial to your brand.

So before you think about measuring the goal of your campaign, you first need to determine the goal you want to achieve. If you are focusing on brand awareness and recognition, market research where you ask 1000 people if they know your brand is the way to go.

In addition to market research, online marketing itself generates a lot of data through the way it is distributed that you can use to determine how well it is working for you. When most advertisers talk about performance measurement, they are referring to these parameters that measure the impact of online advertising on consumers.

Depending on the type of media used, these are the most common KPIs:

For a more detailed breakdown of each media type, visit our dedicated subpages, where we also show average KPIs per Media type:

The Impact of Online Advertising on Consumer Buying Behavior

Is Online Marketing Profitable?

Do Online Ads Really Work?