Use this lesson to:
- Discuss how metrics vary by channel.
When you adopt a cross-channel measurement approach, it is important to be familiar with the key metrics associated with each channel. As you begin to explore the metrics included in this lesson, you will note that some metrics share the same name across channels. However, there are subtle differences in how they are defined.
Note: This lesson does not include all available metrics, but we have gathered examples you might consider as a part of your advertising strategy.
Television has been a popular advertising medium for businesses since the 1940s. Similar to radio, TV is typically used to share an ad message with a wide audience.
Paid search marketing, also known as search engine marketing (SEM), is offered by Google, Bing, Yahoo, Amazon and other companies who offer paid searches. These are sponsored ads served to people who use specific keywords on the search engine platforms.
The number of times an ad is served on the search platform.
Clickthrough rate (CTR)
The percentage of people who are served an ad and click on it.
Cost per click (CPC)
The average cost for each click on an ad.
Cost per action (CPA)
The average cost for a conversion or desired action.
We provide a global platform for advertisers to reach people directly across our suite of products (Facebook News Feed, Instagram feed, Facebook and Instagram stories and Messenger).
Direct mail is sent to the customer’s address through bulk mail. It is a popular (and traditional) direct-to-consumer marketing channel.
Audiences for email marketing are based on a source list with additional targeting filters applied by the advertiser. Email marketing is typically used to reengage with existing customers or with people who have shown interest in a product.
Let’s see what you already know about email marketing metrics.
Now that you’ve reviewed the key metrics used across media, take a moment to complete this exercise.
Metrics vary by channel.
A cross-channel measurement approach builds on the combined insights of devices, browsers and publishers.