Most people think that a click (measured as the click through rate or CTR) is the only trackable metric when running a display advertising campaign. However comScore Brand Metrix data indicates that many website visitors respond to ads by going directly to the advertiser’s site — either through a brand search or by entering a web address — without clicking the ad itself. Either way the individual arrives on your site because they were influenced by seeing your ad campaign running, which is why it’s important to mention the website within your ad creative.

Unlike many other networks, all campaigns running on the Gourmet Ads network can track the overall ad effectiveness, via post impression tracking  (also known as view-through tracking).

With post-impression tracking, advertisers can tie ad impressions to conversion events on the advertisers’ sites, up to 30 days after the original ad view.

Digging deeper, Post-impression tracking enables us to;

• Tie ad impressions to later purchases, searches, or sign ups on the advertiser’s site, for deeper insight into customer behavior and future campaign optimization
• Customize the tracking timeframe from just a few hours to up to 30 days
• Track up to four events per campaign and collect up to eight attributes (such as shopping cart value or SKUs purchased) for each conversion event
• Measure advertisers’ cost per conversion by campaign
• Easily manage implementation and reporting via the Adify console

Setting up post impression tracking is relatively easy. After you’ve booked the campaign and it’s been trafficked, we’ll provide javascript tags which you insert into the footer of your site. Our trafficking team will do some testing, then as soon as your campaign goes live your reports will be available.

So if you’re interested in measuring ad effectiveness for your next campaign, then be sure to request post impression tracking when booking your campaign with us.

Post Impression Tracking is a blog post from Gourmet Ads Food Advertising network, providing Display Advertising , Video Advertising and Supermarket Advertising solutions to reach the Grocery Buyer online.