Analyzing performance metrics together surfaces insights into both the breadth and effectiveness of a campaign. Review this data to adjust the campaign for improved reach, engagement, and overall return on investment (ROI).

You can review data and analytics related to five performance metrics in the IQM platform:

Impressions represent the number of times the ad was displayed, regardless of whether a user clicked on it. Each impression is measured when the ad server sends the ad to a webpage. This is known as a “served impression.”

Impressions provide critical insight into potential exposure, but they aren’t a measure of user interest or engagement. Consider assessing your campaign’s impressions compared to its Clicks to ensure the ad resonates with your campaign’s target audience. For example, if a campaign earned 10MM impressions but only 10 clicks, you may wish to optimize your creatives to earn an attributed click-through conversion rate higher than only .0001%.

Reach represents the number of unique individuals who were exposed to your ad. Unlike impressions, this metric doesn’t count repeat views.

The total targetable audience that you can reach changes based on your campaign’s targeting criteria. It narrows each time you layer on additional targets and blocks. The addressable audience you’re left with after you apply this criteria is represented by your campaign’s reach.

Certain campaign strategies are expected to have limited reach–particularly for highly regulated industries or premium products and services. But if your targeting parameters are flexible, you can use the reach metric to ensure you have the right strategies in place. Adjust your targeting criteria to reach more users, fulfill budget requirements, and achieve campaign objectives.

Frequency represents the average number of times each user was exposed to your ad. We arrive at this metric by dividing impressions by reach. While a higher frequency can indicate increased ad exposure, it also may suggest ad fatigue.

Together, impressions, reach and frequency highlight how broadly your ad is served and whether the campaign is striking the balance between new and repeat ad exposures.

Win rate represents the percent of auctions you participated in that resulted in a winning bid. This means the ad server sent the ad to a web page or app. This metric affects impressions, reach, and ultimately, campaign performance.

Higher win rates show that your bids are consistently competitive, but may also signal that you could be overpaying for ad placements. You can define a bid strategy for the campaign to optimize which impressions to prioritize and define how aggressively to bid.

Clicks represent the number of times a user clicked on the ad, which indicates engagement and interest in the advertised products or services, and overall ad appeal.

Refer to Impressions for details on gauging ad effectiveness by comparing overall impressions to clicks for your campaigns.