Engagement Level – A New Metric of Success for Online Advertising

For marketers everywhere, showcasing the number of qualified leads they receive from a campaign isn’t enough anymore to prove success.  Although revenue accrued might be the main metric of success, engagement levels throughout a campaign are also important.  I offer clients the average time spent with their content, number of pages viewed, and even whether or not it was saved on their hard drive.  And with online branding campaigns, I can share average time spent per page.  Is it important to showcase engagement with your (vendor) content or engagement with the topic overall (editorial and vendor)?  What are your benchmarks for time spent?  And how do you measure engagement with your branding and lead gen campaigns?

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