Businesses need to know what metrics to track for campaigns to accurately gauge their marketing efforts' effectiveness and performance. When you measure metrics, you'll inform your marketing team specifically about how to optimize and improve your campaigns. Depending on your goals and marketing channels, there are many different metrics to measure that can help determine whether you're succeeding.
If you're wondering what to measure when tracking marketing metrics, ratings and impressions are two critical metrics to consider for many campaigns. Here we'll go over these metrics and when it's best to track either one.
What Are Ratings?
Ratings are most often used in radio and TV ads to measure their reach. Traditionally, ratings were the standard for tracking campaign performance. Ratings inform the advertiser the percentage of the population who saw the campaign. Percentage figures are great for easily explaining what coverage the campaign delivered.
What Are Impressions?
Impressions are really useful, because they provide the actual number of viewers of a campaign. Measuring ad impressions is essential for tracking campaigns across a wide range of mediums – not just linear TV. Impressions help track email opens, Facebook ads displays, banner ad displays and number of website page views to name a few. When generating results using this methodology you will be able to see the total number of impressions delivered across all platforms for your campaign. There is an increase in the number of advertising agencies buying off of impressions for this reason.
Tracking Both Ratings and Impressions
Ultimately, it's best to track both metrics simultaneously for all of your ad campaigns. Ratings and impressions give you different information about your campaigns and their performance. Both are equally valuable metrics that enable you to supply information on how many or what percentage saw a campaign.
Both of these metrics are helpful when measuring brand awareness campaigns precisely. If you want to determine how many people are exposed to your brand through all ads, ratings and impressions can give you that information. This can then help you with brand exposure information. And based on the kinds of conversion rates and sales you will see what continual tweaking is needed for future campaigns.
Work with a Media Partner to Decide Which Metrics Matter in Your Campaign
If you're not sure which metrics to measure in your campaigns, a media partner can help. A dependable media partner can help marketing teams understand and interpret metrics to optimize better campaigns going forward. By effectively tracking marketing metrics that matter most to your campaigns, you'll determine how to develop more effective campaigns that truly drive success.