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June 2021

Making sense of digital benchmarks and buzzwords

Why big numbers don’t always mean big success. What’s worth more: 100,000 impressions or 10 conversions? What does a high click-through rate actually mean? Does conversion rate matter?   The answer to those questions is: it depends—digital advertising is rarely black and white. But having a good understanding of basic metrics can help you determine what success means for your digital campaigns.   Impressions An impression is when your ad is displayed or served. 5,000 impressions mean that your ad was seen 5,000 times. When served to the right audience, a high number of impressions can do wonders for increasing brand awareness and keeping your business top-of-mind. But if actionable results...