At BYYD, we run image advertising campaigns in mobile applications that help our clients increase the awareness of their brands, products, services and announce promotions and events. In this article, we decided to tell you what metrics we measure in mobile advertising campaigns. The checklist is below!
Reach and impressions
We set the number of impressions as the primary display indicator for inclusive advertising campaigns and, accordingly, the number of users to whom we will show the advertising message.
The frequency of impressions per user plays an important role, which we can regulate within the framework of the available capacity.
- Increase – to increase engagement, increase awareness.
- Reduce – to maximise the reach of unique users in the campaign.
For example, in an advertising campaign for the Alcon Systane, impressions exceeded 1,700,000, and the reach was just over 230,000 users.
Clicks and CTR
Suppose the goal of an advertising campaign is to bring as many users to the site as possible. In that case, it is more relevant to consider clicks on an advertising message as the primary display indicator.
Before launching an advertising campaign, we predict the CTR (click-through rate) based on the experience of previous campaigns and the selected format. The higher the CTR, the more clicks we get during the campaign. During the campaign, we optimise the settings to achieve the best results.
VTR (for videos)
Suppose we launch an advertising campaign with video. In that case, we can focus not only on the reach component of the advertising campaign but also estimate such an indicator as VTR (View Through Rate) – the number of video views to the number of impressions. Benchmarks vary depending on the length of the ad. For a 5-second video, the benchmark is 90%, but for a video up to 30 seconds in duration, it is from 40%.
So, for example, in our advertising campaign for the Orbit brand, VTR was 89%.
Since we launch image advertising campaigns aimed at reaching and attracting traffic to the client’s website, we evaluate post-click indicators to assess the quality of the target audience.
The bounce rate is the proportion of sessions with a single page view (where users opened a page but did not interact). Average for mobile advertising – 40-50%. As a rule, our ad campaigns manage to achieve a bounce rate below average.
For example, this advertising campaign to promote the Medela brand had a bounce rate of 21.2%.
Average session duration
The average indicator for mobile advertising is from 30 sec. The time on the site differs depending on the landing page settings: responsiveness, absence of errors in the code, optimisation of images, videos, and more.
This metric helps you gauge the loss of traffic that is inevitable in any ad campaign. The average indicator for mobile advertising is 40-50%, but we do our best to achieve a discrepancy between clicks and sessions of no more than 30% in our advertising campaigns.
There are many reasons for the discrepancy between clicks and sessions. These are both site parameters and statistics counters settings (Yandex.Metrica and Google Analytics algorithms are different). The features of opening a site are also various. Some mobile applications have built-in browsers when the client’s website opens immediately in the application after clicking on the advertisement. Technically, in this case, the application, not the user, accesses the site, and such sessions of the analytics system are defined as one request.
In the cases section on our website, you can find out about other implemented advertising campaigns. In the same place, we share the results and specify in figures what indicators were achieved.
If you want to attract a mobile audience, write to us right now!