The reports page allows you to view the impressions, clicks and click through ratios for an ad banner or ad block between specific dates within the previous year.
About Impressions, Clicks and Click Through Ratios (CTRs)
At this point it is worthwhile mentioning what the terms “impressions”, “clicks” and “click through ratio” (often abbreviated to “CTR”) mean and why these metrics are important to online marketing professionals and why you can use these to leverage your website’s advertising offering to your advertising customers.
Impressions are a measure of the number of times an ad banner was displayed over a period of time. In some marketing campaigns, particularly in brand building, this is an important metric as it indicates the exposure that the ad or brand received.
Clicks are literally a measure of the number of times an ad banner was clicked over a period of time. To advertisers, this is an important metric as it represents a person who has found the ad, the brand or the product or service being offered “interesting enough” to find out more.
Click through ratios (CTRs)
This is a percentage of the number of clicks as compared with the number of impressions. For example, if during a particular month an ad banner had 1,000 impressions and 50 clicks, the CTR would be 5%.
This is a very important metric as it can indicate the effectiveness of a banner. For example, if over the course of a month we have two banners that have the following:
- Banner A having 1,000 impressions and 50 clicks … CTR = 5%
- Banner B having 5,000 impressions and 100 clicks … CTR = 2%
Although Banner B has much higher exposure and more clicks, Banner A has been more effective at attracting prospects and therefore has more intrinsic value in marketing terms.
Knowing these metrics can allow “tweaking” in order to improve the campaign. For example, these include:
- The page(s) that the banner appears on
- The position within each page
- The surrounding content
- The banner graphic
What the plugin records
The plugin keeps records of each individual impression and click† for each ad banner for a period of one year. Entries older than one year are automatically deleted in order to avoid “bloating” of the data held in the database.
Impression and click events for ad blocks are derived from the ad banners within them. Therefore, taking out ad banners or adding them to an ad block will immediately change the report metrics for the particular ad block accordingly.
Running a Report
The reporting page can be accessed within the WordPress admin area by clicking the “Reports” sub-item under the “Ad Manager” menu item.
Here, you will be presented with a filter that allows you to select specific ad banners and ad blocks and to select the dates for the report and underneath, three daily plots that show the impressions, clicks and click through ratios (CTRs).
The defaults when you visit the page are “All ad blocks” over the previous two weeks. To change these, select the ad banner/ad block and the date range you wish to report on and click “Show”. The system will then update the plots accordingly.