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In this post I am listing the 21 metrics to measure the success of your display advertising.  Most of these are also applicable, with some variation, to other forms of advertising such as Paid Search, Social Media Ads, Print and email. I will cover these other channels and mediums in the future posts. Note: This post was originally posted on 5/18/2014. On demand by readers, I have converted this post into an eBook that can be downloaded at Global Analytics Academy   - Download eBook at  https://global-analytics-academy.teachable.com/p/21-metrics-for-measuring-online-display-advertising Impressions – It is the number of times your ad is displayed. The number by itself does not hold much value but it is a metric used to calculate other metrics and KPIs. Keep in mind that an impression does not mean that someone actually saw the ad, it just that the ad was shown on a web page/app. Reach –This is the number of unique people (generally identified by cookies) t...

People have short term memory (or selective memory), when they can’t remember things they will resort to how they think something should be. Recently Facebook was in the hot seat because of this very reason.  Facebook metrics definition issue Facebook has a metrics called “Video View” for video ads.  In this metric they only counted the video as viewed if it was watched more than 3 seconds by the viewer.  In other words, if someone watches a video for 2 seconds then that video view won’t be counted as a view in this metric. Facebook also has another metrics, called “Average duration of Video views”, the “standard” definition of it should be Total Time spent watching video divided by Total Viewers. However, that’s not how Facebook defined it.  In Sept Wall Street Journal reported that Facebook "vastly overestimated average viewing time for video ads on its platform for two years.”   This lead to an apology from Facebook About a month ago, we found an error in th...