The Long-Term Opportunity Metric

Anything but irrelevant…

In digital advertising, clicks have long been considered the gold standard for measuring campaign success. However, a focus solely on clicks can lead to a myopic view of a campaign's effectiveness.

The truth is that impression volume is just as important as clicks when it comes to creating a successful digital advertising campaign.

The Long-Term Opportunity Metric

Impressions are defined as the number of times an ad is displayed to a user.

While clicks represent an action taken by a user, impressions represent an opportunity for a user to take action.

Here are a few reasons why impression volume shouldn’t be overlooked when measuring the effectiveness of a digital advertising campaign.

1. Impressions create brand awareness

In today's competitive marketplace, brand awareness is critical.

By increasing the number of impressions, you can increase the exposure of your brand to potential customers.

While clicks lead to immediate action, impressions are a way to create long-term brand recognition.

2. Impressions can lead to future clicks

While clicks are essential for driving immediate action, impressions can lead to future clicks.

The more often users see an ad, the more likely they are to engage with it later.

By increasing impression volume, you can create more opportunities for future clicks.

3. Impressions can increase engagement

Impressions can increase engagement with a brand, even if the user doesn't click on the ad.

By creating engaging ads and increasing the volume of impressions, you can create a positive association with your brand in the minds of potential customers.

4. Impressions can lead to conversions

Finally, impressions can lead to conversions.

While clicks are essential for immediate action, impressions can lead to a more extended consideration phase, where a user becomes familiar with your brand and eventually decides to convert.

In Summation…

While clicks have traditionally been the go-to metric for measuring campaign success, impression volume is just as important.

By increasing impression volume, you can create brand awareness, increase future clicks, increase engagement and even lead to conversions.

To create a successful digital advertising campaign, it's essential to take a comprehensive view of all metrics, including impression volume.