Measuring programmatic advertising ROI requires tracking beyond impressions to tangible business outcomes, which can prove to be challenging. For Awarity clients, this means leveraging managed dashboards for clear, actionable insights without complex setups.
Focus on these core KPIs to gauge efficiency:
- Reach: The total number of unique devices your message reached.
- Website Traffic: Measuring more than just clicks, measuring your total website traffic pre and post campaign can show true impact.
- Click-Through Rate (CTR): The percentage of viewers who clicked on your ad.
- Return on Ad Spend (ROAS): Revenue generated per dollar spent.
Reach: In Programmatic Advertising, your goal is to build awareness with a large, but targeted audience. Tracking reach helps measure how many people have seen your brand.
Website Traffic: When it comes to tracking these metrics for your success, website traffic is a key indicator of your campaign’s broader impact on your brand. Not all viewers will click a Programmatic ad, but they may remember your brand later.
Click-Through Rate: Click-Through Rate is a valuable metric when it comes to measuring creative efficiency. While not all users will click an ad, this metric shows if users found your ad impactful enough to take action.
Return on Ad Spend: Ultimately, this metric shows how many people took action from your ad. While it’s important to monitor, it’s equally important to remember that ROAS doesn’t tell the whole story, as your audience may take action after seeing your ad that won’t be tracked.
At Awarity, our dashboard provides these metrics and more and we’re always available to help you interpret your results to make sure you’re getting the most impact from your campaigns.
