Understanding ad metrics: A guide for digital marketers

This article emphasizes the critical importance of ad metrics in digital marketing as advertising costs rise, with CPL up 25% and CPC increasing over 10%.
It explains that ad metrics track campaign performance, help optimize spending, and demonstrate marketing value to stakeholders.
Key metrics covered include impressions, CPM, bounce rate, CTR, CPC, conversion rate, CPA, ROI, and ROAS.
For mobile advertising, specific metrics like app installs, registrations, in-app revenue, retention/churn, and stickiness are highlighted.
The article recommends starting with clear campaign objectives, choosing appropriate channels, budgeting effectively, partnering with MMPs, and regularly reviewing performance.
It concludes with trends like privacy-preserving measurement, increased use of first-party data, and AI-driven optimization.