In digital advertising, impressions and clicks are two key metrics used to measure the performance of your campaigns. These metrics signify brand awareness, reach and visibility, level of engagement and interest, and the overall effectiveness of your ads. To fully understand how your audience is receiving your digital advertising campaigns, it’s crucial that all business owners know these terms.

Impressions:

Impressions count the number of times your ad is displayed on screen. For example, when an online user visits a web site, 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. With Awarity’s targeted advertising capabilities, we can 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. Not only are quality impressions about reaching your target audience, but they’re also about capturing the attention of your target audience and engaging with them. At Awarity, we design world-class, animated Banner Ad creative that resonates with your target audience, captures their attention, and increases the chances of engagement. By reaching the right audience and capturing their attention, you can generate quality impressions that drive high quality web traffic.  

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 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 conversions for every campaign down to the zip code. With Awarity’s detailed performance data, business owners can make informed business decisions and adjust strategies based on business needs.