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Performance Measurement
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Tucows evaluates campaign performance metrics for our clients on a daily basis. There are currently two dominant methodologies used to track the performance of an online advertising campaign.
Site Traffic Model (Counting Clicks)
This method easily compares the relative performance of competing web sites by running a given number of creative elements for a pre-determined length of time and evaluating their respective click-through rates. This determines the effectiveness of the banner and provides a relative cost associated with driving additional traffic to a destination site.
The relative strengths and weaknesses of this method are:
- Ease in calculating effectiveness and raw cost of driving traffic to destination
- Impossible to determine if a click (potential customer) from site A is more likely to become a customer than one from site B
Tracking with Cookies (Following the Click Stream)
This more complex method of measuring results serves a cookie with the creative. This enables the advertiser to track the user's actions once they arrive at the destination page. The advertiser can then determine whether or not the user became a customer and which site generated the lead.
The relative strengths and weaknesses of this method are:
- More initial complexity in setting up the campaign and landing page
- The extra initial effort enhances your ability to determine exactly where your new customers are coming from and how they complete a sale.
Performance Guarantee
All ad impressions will be delivered evenly over the course of the campaign and you have the option to cancel with 7 days notice at any time. You will only be invoiced for impressions delivered up to the cancellation date.
We look forward to earning your business!
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