At Awarity, our Banner ad campaigns are focused on building awareness for your brand and bringing potential customers to your website. This focus means that we optimize our campaigns to drive quality impressions that we've seen provide a greater business impact.

While impressions, indirect web traffic, and clicks are just some of the key metrics that can be used to measure the performance of your campaigns, it's important to understand the true value of each to measure performance according to your goals.

Impressions: Impressions count the number of times your ad is displayed onscreen. For example, when an online user visits a website, the moment your ad pops up on screen, even if the user doesn’t interact with the ad, it is counted as an impression. Impressions are one of the most important metrics for measuring the reach and visibility of your campaign, because they represent the number of potential customers who are being exposed to your business, products, and services.

When it comes to impressions, it’s all about quality over quantity. One of the primary aspects of quality impressions is ensuring that your ads are being seen by the right audience. At Awarity, we target your ideal audience down to the zip code with ad placements on top-quality websites and ensure that you’re reaching the right people who are more likely to be interested in your business.

Another key metric that can help you gauge the quality of the impressions you're receiving is indirect website traffic. This metric measures the number of visitors who are seeing your ad and returning to your website organically later on. This can be helpful in measuring the brand awareness your campaign is building, as it shows that even viewers who don't click your ad are still remembering your brand and returning later on.

Clicks: Clicks count the number of times your ad has been clicked on. It is an interaction between the web viewer and the advertisement where the user goes from merely seeing the ad to clicking on it out of interest in being taken to a specific website. There are many ways to measure the level of engagement and interest of your online audience, and clicks are one of them. Clicks indicate an expressed interest in your business and are helpful in revealing how well your advertisements are engaging your audience, and which audiences are responding to which specific advertisements. 

However, while clicks are helpful in measuring level of engagement, they don’t always reflect the full impact of your campaign. It’s easy to generate clicks by placing ads on low-quality websites, but clicks don’t necessarily drive action. At Awarity, we’ve seen our clients experience greater impact from quality impressions and we optimize for impact, not clicks. We’ve seen our clients achieve significantly greater impact from quality impressions. Our data indicates that 63%+ of Banner Ad clicks are accidental, and 98%+ of conversions are attributed to an impression, not a click. That’s why we focus on driving meaningful impact through increased website traffic.

To see how well your ads are performing, it’s essential to continuously analyze the performance data of your campaigns with key metrics. In Awarity Campaign Central, you can efficiently track your Banner Ad campaign performance, in real-time, with detailed reports updated daily, and measure key metrics including impressions, clicks, and indirect web traffic for every campaign down to the zip code.