At Okanjo, we’re in the business of helping publishers leverage their quality content and helping advertisers put their products in the right place at the right time. In two words, Native Commerce. Our Native Commerce technology drives product discovery, engagement and brand awareness — all very important, long-lasting payoffs. But, everyone we talk to always wants to start at the bottom of the funnel. Sales. There so much more to the story, and so much more potential, than simply sales.
Native Commerce (and display advertising and eCommerce and native advertising) should not solely be graded on sales. There are different ways to measure online advertising efforts that are equally valuable and craft a compelling story.
For starters: impressions, clicks, and engagement. Here’s a quick overview of what these metrics show and how we measure them at Okanjo.
1) Impressions: The number of times a product appeared in Okanjo’s Product Match ad unit. It’s how many times a product was shown, next to relevant content, on our network.
- Impressions are your first impressions with customers, cultivating familiarity and top-of-mind awareness.
- Impressions have the power to move people into action, immediately or down-the-road.
- In Okanjo’s Product Match, impressions also show how relatable a product is to publisher content. A high level of impressions means the product pairs well with content across our network.
2) Clicks: The number of times a specific product was clicked on, within Okanjo’s Product Match ad unit. We present this information as a CTR percentage (click-through rate). CTR is the proportion of product clicks to impressions.
- A click is the actionable component of the campaign. The product made an impression and the user was moved to take action.
- Clicks indicate interest, engagement and propensity to buy.
- Clicks allow for remarketing. When someone clicks on a product and doesn’t buy, we can build profiles and increase targeting advertising.
3) Engagement: The measure of activity in the ad unit, excluding a sale. We show this as a “post-click engagement” percentage. This represents those users who clicked on the ad and did something within the ad. For example: 24% of those who clicked on the product picked a size, color, or filled out their shipping information.
- Just because an interaction doesn’t end in a sale, it doesn’t mean it is not important. An engagement means you got their attention and they engaged with the ad.
- Engagements are also important for brand discovery. A customer can learn a lot about a brand by engaging with the ad, and even though it doesn’t result in a sale at that moment – it could mean a future sale.
While it is easy to get hung up on the sale of the product, it is important to understand the metrics that lead up to a sale and what they mean for your business. Impressions, clicks and engagement can increase your ads dynamic exposure and allow for deep product exploration.