Four levels provide a clear sequence: placement quality, attention, response and website actions. The report compares planned and actual performance and identifies opportunities for the next campaign.
Placement quality
Fraud, content environment and MRC viewability. Check the quality of the ad contact and compliance with placement requirements.
Advertising attention
Time on screen, ATR and scroll slowdown. Available attention metrics are interpreted in the context of the format and measurement method.
Audience response
CTR and video completion. Compare response by segment, format and publisher to identify suitable combinations.
Website actions
Post-click behaviour and agreed website events. Analytics access and event tracking need to be checked before launch.
How it works
- 01Agree on objectives and KPIs
- 02Check measurement and events
- 03Run the campaign and collect metrics
- 04Compare the plan, results and recommendations
What the brand team receives
Compare planned and actual KPIs in the report, then investigate deviations by audience and format. If viewability is low, check placement first; if contact quality is good but response is weak, examine the message and segment. These observations help select the next action but do not establish sales. Brand Lift, Sales Lift and interest analysis add evidence for separate questions.
Frequently asked questions
Is every metric available for every format?
Metrics depend on the format, inventory and measurement setup. Availability is confirmed in the current media plan before launch.
Can purchases in an online pharmacy be measured?
A visit to an online-pharmacy product page can count as traffic, but it does not confirm an order or purchase. Online-purchase data and real-time outcomes of these visits are not currently available in Pharmatic. Discuss separate purchase evaluation only when a suitable source and agreed method are available.
How do we identify improvements?
Compare segments using the same method and comparable periods. A higher CTR with lower reach or different frequency does not automatically make a segment better. The report needs absolute volumes and contact conditions to distinguish a stable observation from a small-group result.