Mobile advertisement has transformed the way marketers reach their target audience. With the increasing number of people using smartphones, it has become crucial for marketers to focus on mobile advertising. But, how do you measure the performance of your mobile advertisements? This question has been haunting every marketer who is serious about mobile advertisements. In this guide, we will discuss some key performance indicators (KPIs) that can help you in measuring the performance of your mobile advertisements and how to analyze them using certain tools.

Step 1: Measure Impressions

Measuring impressions means calculating the number of times your advertisement was displayed on a user’s screen. It does not mean the number of people who actually clicked on your ad, but the number of times it appeared on someone’s screen.

💡Tip: Measuring impressions can be helpful in determining if your advertisement is serving its purpose.

A mobile screen displaying an advertisement

Step 2: Measure Click-Through Rates (CTR)

Click-Through Rates (CTR) refers to the number of users who viewed your ad and clicked on it. This is one of the most crucial KPIs for online advertisers, as it directly measures the effectiveness of a particular advertisement.

💡Tip: A higher click-through rate shows that your advertisement is relevant to the target audience – resonating with your target demographic.

A mobile screen displaying a CTA button for an advertisement

Step 3: Measure Conversion Rates

Conversion rates refer to the number of visitors who took action after clicking on your ad. It could be filling out a form, buying a product, or subscribing to your newsletter. Measuring conversion rates is necessary to measure the effectiveness of mobile advertising.

💡Tip: The conversion rate provides a clear understanding of your advertisement’s actual effectiveness, as it shows how many users ultimately followed through with the intended action.

A mobile screen displaying an advertisement selling a product and a ‘buy’ button

Step 4: Measure Cost Per Click (CPC)

Cost per click (CPC) is a calculation that is used to determine the total cost of a particular advertisement. The CPC is determined by dividing the total cost of the ad campaign by the number of clicks on the advertisement.

💡Tip: A lower CPC indicates that your advertisement is not only effective, but also efficient.

A mobile screen displaying an advertisement and the price per click

Step 5: Analyze User Behaviour

Analytics tools can provide a wealth of information about user behavior on your website after they have clicked on your ad. Detailed analysis of user behavior can be useful in determining which aspects of your website need improvement. Such analysis builds on top of the other KPIs discussed above.

💡Tip: Google Analytics is an excellent tool for analyzing user behavior on your website.

A mobile screen displaying Google Analytics on a website

Conclusion

In conclusion, measuring the performance of your mobile advertisements can be challenging, but it’s necessary to measure it for success. By keeping an eye on the KPIs discussed above and analyzing user behavior through analytics, you can improve the effectiveness and efficiency of your mobile advertisements.

A mobile screen with various data and graphs on it indicating the effectiveness and reach of mobile advertisement