Measuring Users' Web Activity to Evaluate and Enhance Advertising Effectiveness
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TL;DR
The objectives, advantages, disadvantages, and measurement details of the different measures that track Web users' activity are discussed and how these metrics can be used to evaluate Web advertising and make informed decisions about advertising strategy are discussed.
Abstract
Abstract The focus in this research note is on the various tools used to measure the effectiveness of Web advertising. On the basis of a review of the literature and industry practice, we discuss the objectives, advantages, disadvantages, and measurement details of the different measures that track Web users' activity. We also discuss how these metrics can be used to evaluate Web advertising and make informed decisions about advertising strategy.