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Web Advertising

How: Measurement

How do you measure up?There are many ways that ad traffic, effectiveness and exposure are calculated. Here are some of the most popular methods...

Methods of Measuring Ad Visitors

Click-through rate: the percentage of viewers who clicked on a particular ad versus the total number of viewers who were exposed to that ad. It measures the amount of immediate responses generated by an ad.

Click-Through Rates of Rich Media Ads vs. Static

Conversion rate: the percentage of viewers who take a desired action, including service subscriptions, downloads, registrations or sales. It entails any action other than browsing.

Hits: total number of requests for delivery of a file on a server. It is an unreliable way to measure ad-generated traffic. When a user requests a page, that Web page along with any graphic or textual elements, are each counted as a hit.

Impression: the number of times a specific ad is downloaded, and therefore the number of exposures. The impression count does not count a user's repeat visits during the same session.

Page View: a record of each time a page is requested by a viewer. It is similar to a hit, but additional elements of a page are not counted separately. A high page view rate is good for Web sites that rely on advertising as a major source of revenue.

Unique Visitors: the number of separate individuals who visit a site within a specific time period, regardless of repeat visitors. This rate is usually calculated over a 30-day span. Unique visitors are determined by the user's IP address and cookies.

DoubleClick.com

eMarketer.com

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