Measurement & Analytics
Ad measurement in Kenya
Learn how to measure campaign performance and optimize for better results.
Key Performance Indicators
- Impressions: Total number of times your ad was displayed
- Reach: Unique users who saw your ad
- Frequency: Average times each user saw your ad
- Viewability: Percentage of ads actually seen by users
Engagement Metrics
- CTR (Click-Through Rate): Clicks divided by impressions
- Engagement Rate: Interactions per impression
- Time on Site: How long users stay after clicking
- Bounce Rate: Users who leave immediately after clicking
Conversion Tracking
- Conversion Rate: Percentage of clicks that convert
- Cost Per Acquisition (CPA): Cost to acquire a customer
- Return On Ad Spend (ROAS): Revenue per ad dollar spent
- Attribution: Which touchpoints led to conversion
Reporting & Optimization
- Set up regular reporting cadences (weekly/monthly)
- A/B test creatives and targeting strategies
- Use data to reallocate budget to top performers
- Monitor brand safety and viewability scores