Interpreting and Benchmarking Engagement Metrics

Interpreting Surfside's Engagement Reporting

Core to Surfside's standard media and reporting offerings are ad engagement metrics. In our campaigns, we're delivering impressions which reach our target audience with branded advertisements across the open internet.

Most users see these ads, processing the brand awareness from the creative asset, but do not click on the unit to "shop now" or "learn more". Repeated exposure can increase the chances of the exposed to click on an ad or google the product when they have more time to shop or research. 

 Users that do engage with the advertisement are directed to a specific landing page where they can shop or learn more. Even if they don't complete the desired action on site immediately, they are more likely to navigate back to the site at a later date and convert.

While seeing an ad does have value, there is significantly more value created when a user clicks on an ad and, consequently, we optimize our campaigns to efficiently drive clicks. The key metrics we use to measure this efficiency include CTR and CPC. 

CTR stands for Click-Thru-Rate and is calculated using the formula CTR= Clicks/Impressions. We typically see this number benchmark at .20% for display when looking to optimize towards brand awareness. 

CPC stands for Cost Per Click and is calculated using the formula CPC = Ad Spend/Clicks. Due to  different audience targeting strategies having different prices, we do not have a standard benchmark for this metric. CPC is useful when comparing cost effectiveness of strategies that are priced differently within the same campaign. 

By optimizing around engagement metrics, we create greater value per impression by more deeply immersing an exposed user to your products or services.