Mastering the Metrics of Success in Advertising

Understanding Performance KPIs measured by DISQO

Achieving precision in advertising measurement is a key to campaign success. For marketers, brand managers, advertisers, and agency professionals, understanding the full impact of your campaigns with measurable KPIs is no longer optional—it's essential. Full-funnel Performance KPIs, including sales lift, web lift, and search lift, offer a comprehensive view of how your advertising efforts translate into tangible business outcomes.

The relevance of full-funnel ad measurement

Why is full-funnel measurement crucial for today's marketers? It bridges the gap between what your audience sees and what they do next. In a world where attention spans are shrinking, it's vital to understand how advertising influences key digital touchpoints like search, site visitation, and shopping behavior. DISQO's Performance KPIs allow businesses to make these connections, offering an unprecedented link between advertising exposure and person-level online activity. This knowledge is power—enabling more informed strategies and better resource allocation. Some of the performance KPIs we measure are:

Sales Lift: E-commerce measurement to prove revenue impact

Sales lift, or e-commerce lift, is the holy grail for marketers wanting to prove ROI. By isolating the effect of advertising on sales, businesses can directly attribute growth to specific campaigns. With DISQO, understanding sales lift becomes less about guesswork and more about concrete data. Imagine knowing the online sales uptick from your latest campaign—this is how you drive strategic decision-making and future investments.

Web lift: Elevating your online presence

Web lift tracks increased web traffic to your site and related sites, including your competitors’ post-ad exposure. It's not just about more visitors but attracting the right ones. DISQO's analytics provide insights into which campaigns boost site visitation, allowing you to refine online strategies for optimal engagement. When more clicks translate to more conversions, web lift metrics are invaluable.

Search Lift: Driving Online Interest

Search Lift provides invaluable insight into how your advertising drives people to look for you, your product, or your category online after ad exposure. DISQO's performance KPIs provide marketers with precise intelligence on how their campaigns influence search behavior.  This insight allows you to refine your campaigns, enhance engagement, and achieve better results.  

DISQO's unique offering

What sets DISQO apart from traditional measurement and experience platforms?

Direct audience engagement

DISQO's strength lies in its direct audience—a vast network of consumers who have consented to share their digital behaviors. This transparency ensures that marketers receive data from a trustworthy source, providing a robust foundation for accurate results. With person-level measurement, you can link ad exposure to verified activities, offering unparalleled precision.

Verified digital behaviors

DISQO harnesses cutting-edge technology to monitor online activity by bypassing outdated tracking methods like cookies. This unified approach ties ad exposures to broader behaviors, offering insights into how campaigns drive lift on critical metrics for your brand and competitors. It provides the bigger picture so you stay ahead of the curve.

Real-world advertising impact

Track your campaign's real-world effects on essential behaviors—search, site visitation, shopping—and pair these insights with DISQO Brand Lift for a comprehensive view. DISQO's proprietary benchmarks allow you to evaluate results confidently, providing clarity on performance across both attitudinal and behavioral KPIs.

The power of DISQO's KPIs

For marketers seeking to deepen their understanding of campaign effectiveness, DISQO's KPIs are invaluable tools. They offer a window into consumer behavior that traditional methods simply can't match. By leveraging these insights, businesses can craft more targeted campaigns, optimize existing strategies, and ultimately drive greater business success.

Data-driven decisions are paramount. A measurement framework that includes full-funnel success insight, like DISQO’s Performance KPIs, will transform your marketing efforts. Whether boosting sales, increasing web traffic, enhancing brand perception, or driving e-commerce transactions, these KPIs provide the clarity needed to elevate your strategies. 

Download our updated 2024 Ad Measurement Industry benchmarks to understand how your performance KPIs compare to the competition.