Conversion tracking
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In display advertising conversion tracking is of particular importance since it provides information on campaign performance, with reference to the key performance indicators (KPI) or measure of success. The most common measures include:
- Conversion rate: the ratio of orders to visitors
- Drop off rate: the ratio of users that started processes but did not finish
- Click through rate: the ratio of total visitors with exposure to an advertisement, over those visitors whom clicked through to the website
- Registration rate: the ratio of website visitors who register to visitors leaving the site without registering again
- Interaction rate: the ratio of users who have been exposed to the ad to those who have interacted
The examples above are a snapshot of the multitude of conversion metrics that an display advertising campaign can achieve. Measures of success or key performance indicators usually differ by campaign and creative concept.
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