Digital Advertising and Analytics
This domain tests channel metrics, tracking architecture, and honest interpretation of platform-reported data.
Core rules
- Map the funnel: impression, click, landing page, conversion. Each step has a rate.
- CTR = clicks / impressions; CVR = conversions / clicks; CPC = spend / clicks; CPA = spend / conversions.
- Viewability standard (MRC/IAB): display counts when 50% of pixels are in view for one continuous second; video when 50% is in view for two continuous seconds.
- Use consistent UTM parameters and test conversion tags before launch. Consent must be collected before non-essential tags fire.
- Platform conversions may double count or use different windows. Reconcile with analytics and deduplicate.
- Cap retargeting frequency and exclude converters from acquisition audiences.
Worked example
1,000,000 impressions at an $8 CPM cost $8,000. A 0.5% CTR gives 5,000 clicks; a 4% conversion rate gives 200 conversions; CPA = $40. If only 60% of impressions are viewable, cost per viewable impression is $8 / 0.6 = $13.33, and viewable CTR is 5,000 / 600,000 = 0.83%. Report both the platform metric and the viewable metric, and state which one the decision uses.
Traps that cost marks
- Using CTR as a brand KPI.
- Ignoring viewability when comparing placements.
- Comparing platforms with different attribution windows.
- Firing tags before consent.
- Crediting branded search with the entire conversion via last click.