"Conversion in advertising: what it is and how to calculate it"
Posted: Wed Jan 22, 2025 10:54 am
As a rule, advertisers strive to expand their audience, and therefore it is important to compare attracted users with those who visited the site before the advertising events. Of great importance is the method by which the totality of site users is determined before the start of the advertising campaign.
The simplest way is to define such an audience as all people who visited the advertised site during a certain period of time before the start of the advertising campaign. Another method is based on defining a permanent target audience.
When comparing the user base, the advertiser should northeast mobile phone numbers database consider the following points:
The wider the audience to which the online advertisement will be shown, the higher the probability of its intersection with the old audience of the advertiser's website./li>
The wider the old audience of the advertised site, the higher the probability that it will overlap with the audience of advertising platforms.
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That is, the advertiser needs to compare the intersection with both the total number of unique visitors who came to the advertised site through a click or without it, and with the number of users who came to the site only through a click.
This is important to evaluate because the number of users who clicked through is the result of an advertising campaign, while the audience that visited the site itself did so either under the influence of advertising or for other reasons.
Geographical distribution of users.
Internet Advertising Effectiveness
When evaluating the effectiveness of online advertising, advertisers also need to consider the geographic location of visitors who came to the advertiser's site. Often, it is the data on territorial location that is most important when evaluating the effectiveness of online advertising.
Let's say, if the points of sale of the advertised product are only in St. Petersburg, then the advertiser will be primarily interested in the percentage of the St. Petersburg audience.
Data on territorial distribution should also be taken into account at other stages of user interaction with online advertising:
number of impressions and users to whom the advertisement was shown;
clicks, sessions, website visitors who came through online advertising;
actions (clients, orders, requests, registrations, etc.).
The results of the analysis of this data will help to understand in which particular Russian region it would be more appropriate to conduct advertising campaigns in the future.
For example, users who came to the site after viewing online advertising may be geographically distributed as follows:
Table 5. Geographic distribution of unique Internet users
The simplest way is to define such an audience as all people who visited the advertised site during a certain period of time before the start of the advertising campaign. Another method is based on defining a permanent target audience.
When comparing the user base, the advertiser should northeast mobile phone numbers database consider the following points:
The wider the audience to which the online advertisement will be shown, the higher the probability of its intersection with the old audience of the advertiser's website./li>
The wider the old audience of the advertised site, the higher the probability that it will overlap with the audience of advertising platforms.
Read also!
Read more
That is, the advertiser needs to compare the intersection with both the total number of unique visitors who came to the advertised site through a click or without it, and with the number of users who came to the site only through a click.
This is important to evaluate because the number of users who clicked through is the result of an advertising campaign, while the audience that visited the site itself did so either under the influence of advertising or for other reasons.
Geographical distribution of users.
Internet Advertising Effectiveness
When evaluating the effectiveness of online advertising, advertisers also need to consider the geographic location of visitors who came to the advertiser's site. Often, it is the data on territorial location that is most important when evaluating the effectiveness of online advertising.
Let's say, if the points of sale of the advertised product are only in St. Petersburg, then the advertiser will be primarily interested in the percentage of the St. Petersburg audience.
Data on territorial distribution should also be taken into account at other stages of user interaction with online advertising:
number of impressions and users to whom the advertisement was shown;
clicks, sessions, website visitors who came through online advertising;
actions (clients, orders, requests, registrations, etc.).
The results of the analysis of this data will help to understand in which particular Russian region it would be more appropriate to conduct advertising campaigns in the future.
For example, users who came to the site after viewing online advertising may be geographically distributed as follows:
Table 5. Geographic distribution of unique Internet users