Is the brand’s goal limited to simply getting a high click-through rate or visitors converting into revenue-generating clients? Is the ultimate objective all about creating awareness of the brand or to expand into a new business segment? Budgets vary, and companies need to see if their targets are achievable going by the rates (cost per mile, inventory, etc.) being offered by popular websites.

The 3 metrics to save you from confusion while measuring campaign success:

1. Impressions: Impressions are the total views an ad gets and it is crucial to assess the success or failure of the campaign quickly. Impressions don’t necessarily mean conversions, but they deliver a fair idea about possibilities of untapped engagement. High impression rates also mean that your publisher is dependable. And some of those views will have clicked and viewed the deeper message, which means a step in the positive direction.

2. Conversion rate: The percentage or fraction of people that convert into a lead or customer as the result of a marketing campaign determines your success in a major way. This data helps to analyze how well the engagement has got people to visit your site and fulfill the objective, such as purchase, re-purchase, subscription, etc.

3. Revenue: Whatever the other parameters say, in the end it’s revenue that matters. Measuring campaign success cannot be limited to CTR and conversions. Revenue will tell you the value of all purchases made as a result of an engagement through an ad campaign management solution (http://www.tavant.com/adtech).