Digital Advertising 101: 5 Metrics for Gauging Bottom-Funnel Display Performance

January 31, 2014

Online display advertising is one of the most versatile marketing tactics there is. It drives results in the top of the funnel, middle of the funnel, and bottom of the funnel. It creates awareness, boosts engagement, and drives leads and revenue.

With the amazing gains in digital analytics tools, marketers have more metrics than ever to assess the results of their display ads. In previous Digital Advertising 101 posts, we covered metrics for thetop funnel and mid-funnel.

In this post, we take a look at metrics for the bottom of the funnel. The metric marketers immediately think of for measuring display is CTR, or click-through rate. Here are five metrics other than CTR -- ones that offer marketers a clearer picture of how their display ads are performing to drive prospects through the bottom of the marketing funnel to ultimately become customers:

  • Opportunity contribution: Bottom-funnel display advertising should increase opportunities in your sales pipeline.
  • Total leads: Lower-funnel display ads can drive your target audience to your website, where you can encourage them to share contact information by filling out your Web forms.
  • Cost per lead: In addition to measuring total leads, you can gauge the performance of lower-funnel ads by tabulating cost per lead: Number of leads divided by total cost of the ad program.
  • Overall website form conversion lift percentage: While your lower-funnel display campaign is in market, you Web form conversions will likely increase.
  • Revenue contribution: And this is what the boss really cares about. When running targeted bottom-funnel advertising, revenue contribution should rise and so should total closed sales opportunities that originated from marketing.

Read more about measuring digital marketing performance by downloading this guide, “Metrics That Matter.”

This post was originally published on the Bizo blog. In July 2014, LinkedIn + Bizo joined forces to build the most robust B2B marketing platform available to marketers. To learn more, check out David Thacker, VP of Product at LinkedIn’s announcement blog post.

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