Which of these metrics is typically most important in measuring a direct response advertiser’s performance on the Google Display Network?

  • Clicks
  • Impressions
  • Conversions
  • Cilckthrough Rate (CTR)


Advertisers with direct response goals are usually more concerned maximizing their return-on-investment than creating brand awareness. The key success metric for direct response campaigns is conversions, since this tells you how many people are completing a goal activity on your site. A goal activity could be any action that a visitor could take on your site that you consider to be valuable, such as purchases or sign-ups.

Read more here: https://support.google.com/partners/answer/2769532?hl=en

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