CXL - Stop miscalculating ads performance

We have 3 updates for you this week: 

1. Medium of Content Delivered Impacts Ad Measurement

Imagine you have two campaigns, but one has to stop right now.

Launched at the same time and targeted the same audience. Here are the results:

Campaign 1 (video campaign): 

→ 0.67% clickthrough rate

→ $1.88 cost-per-click 

Campaign 2 (single-image campaign):

→ 3.50% clickthrough rate

→ $0.33 cost-per-click

Which performed better? Campaign 2?

Wrong.

This doesn't consider that the goal is for the content to be consumed which is different depending on the medium it's delivered:

• For a video ad, content is consumed by watching the video in-feed.
• For a static single-image ad, content is consumed by clicking on the ad to view content on a landing page.

The problem with the initial way to measure results is that the metrics were CLICKthrough rate and cost-per-CLICK. 

Both revolve around the user clicking as the means of consuming the content.

To compare these campaigns, you need a metric that analyzes the desired behavior.

Which is cost per percentage of content consumed.

Sounds complex, but it’s actually easy.

Check out the full blog post to learn how to calculate it. 

Or go even deeper by signing up for our Growth Marketing Minidegree. 

Where you’ll get an understanding of growth across all channels.

2. Join CXL

We are hiring a new Marketing Lead. Check it out and apply here.

3. Upskill your Marketing Team

One skilled player can help but a skilled team will win championships.

Get the CXL Unlimited Team plan. If you have a team of 10, that’d be only $672/yr per team member.

CXL, 901 S Mo Pac Expy, Suite 150, Barton Oaks Plaza One, Austin TX 78746.

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