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CTV Key Metrics to Monitor

Metrics to Monitor

Key Metrics to Monitor:

  1. Impressions: The number of times an ad was displayed to users.
  2. Click-Through Rate (CTR): The percentage of impressions that resulted in a click. Formula: (Clicks / Impressions) x 100.
  3. Conversion Rate: The percentage of clicks that led to a desired action (e.g., a purchase, sign-up, or form submission). Formula: (Conversions / Clicks) x 100.
  4. Cost Per Acquisition (CPA): The cost of acquiring a customer or achieving a desired action. Formula: Total Spend / Conversions.
  5. Video Completion Rate (VCR): The percentage of users who watched the video ad to completion. Formula: (Completed Views / Video Starts) x 100.
  6. Reach: The total number of unique households or users exposed to an ad.
  7. Frequency: The average number of times a unique user or household was exposed to an ad. Formula: Total Impressions / Unique Reach.
  8. CPM (Cost Per Thousand Impressions): The cost of 1,000 ad impressions. Formula: (Total Spend / Total Impressions) x 1,000.
  9. Engagement Rate: The percentage of users who interacted with the ad (e.g., clicks, swipes, or video completions). Formula: (Engagements / Impressions) x 100.
  10. Bounce Rate: The percentage of users who left the landing page without further interaction. Formula: (Bounces / Total Visitors) x 100.
  11. Effective Frequency: The impact frequency has on conversion rate. Unlike average conversion frequency, effective frequency separates Households by how many times they saw the ad, and the conversion rate for each.
  12. Time to Conversion: The average number of days it takes for a user to complete a desired action (conversion) after their first interaction with a brand, campaign, or channel.