There are different ways to measure the success of your Mobile Advertising campaign. Let’s take a look at four of them that are a must-have for your next campaign.
Click Through Rate (CTR)
The Click Through rate shows you how many mobile users have clicked on your ad.
Did you know? The CTR for a desktop ad campaign is as low as 0.05% to 0.1%? This means that about one out of every 1000 people who see your desktop ad, will actually click on it. Ouch!
Luckily, the stats for Mobile Advertising are a much better – almost ten times to be exact. Here we are looking at 0.5% to 0.8% in clicks. Now it is true that people sometimes click accidentally on banner ads which could result in the figure being not all that accurate. According to one study, about half of the clicks could be accidental. Even so, it is still a way better proposition than desktop ads.
Secondary Action Rate (SAR)
This is when you give the user another action to do AFTER they have clicked on your ad.
SAR is useful to help you get a more accurate picture of your CTR. It is seen as being more indicative of purchase intent than merely clicking on your ad. Just keep in mind that the very idea of Mobile Advertising is as few clicks as possible, so make sure that whatever you do for your SAR, is not an inconvenience to your customers.
SAR could be things like: Viewing a map or your contact details, inserting a voucher code to continue, or browsing through images of products.
Store Visualisation Lift (SVL)
SVL is the tracking of actual visits to your online store – if you have one.
People who visit your online store only do it for one purpose – to purchase something – hence you can count on there being very few accidental clicks. Make sure to record these stats faithfully so you can be able to compare it to those of previous months or years to see how your Mobile Advertising has impacted your business.
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