There are numerous methods to gauge success of an ad campaign. And within the basic campaign objectives of awareness, consideration and conversion, there are distinct measures. Focusing on awareness, the three metrics to keep an eye on are impressions, reach and frequency. Understanding what these metrics represent and how they work together is integral to evaluating your campaign’s success.
Impressions
Impressions are the most basic unit of measurement in advertising. Impressions are the number of times an ad is displayed or delivered. For a TV spot, that’s calculated by how many people or households are estimated to have had it on their screens. For a billboard, it’s how many people have passed by it. For a digital ad, it’s how many times the ad has loaded on a screen. It is important to note the distinction between an impression and a view in the digital advertising realm. An impression tells us the ad was delivered, while a view indicates someone watched the ad and shows more active engagement. Particularly when awareness is the objective, most digital ad placements are bought by CPM (literally “cost per mille,” which translates to cost per thousand impressions).
