aurabandit's Stuff

Methods of evaluation

We'll monitor a lot of data points throughout this campaign, but here are the key points:

• Visits per 1000 impression
  This factors in both near-term and long-term impact by combining click response rates with post-impression visits to the home page.
• Site visits
  Comparing site traffic levels before and after the campaign is another way to evaluate the campaign's overall impact.
• Visits to purchase page
  Driving traffic is one thing, but this will enable us to qualify the traffic by monitoring what percent went to the purchase page to look into the price.
• Product purchases
  As we've mentioned, we want to approach this realistically, and while under these conditions we don't expect runaway sales, monitoring purchase data will help evaluate expected ROI for this and future campaigns.