Post-impression tracking is a method of measuring the effectiveness of digital advertising campaigns. It involves tracking the actions that users take after being exposed to an ad, even if they don’t click on the ad. This can be especially important for businesses that are looking to measure the full impact of their advertising efforts and understand the full customer journey.
Platforms such as Facebook, TikTok, and Snapchat all provide post impression tracking as a way to measure the effectiveness of their ads. However, when comparing the performance of these platforms in Google Analytics, it is only possible to track post-click actions. This means that businesses may be missing out on valuable insights into the customer journey if they are only relying on post-click data.
There are several reasons why post-impression tracking is important to include in your key performance indicators (KPIs):
- It provides a more comprehensive view of ad performance: By tracking post impressions, businesses can get a more complete picture of how their ads are performing. This can be especially useful for businesses that are looking to measure the full impact of their advertising efforts, rather than just the immediate results.
- It helps businesses understand the customer journey: Post-impression tracking can help businesses understand the actions that users take after being exposed to an ad, which can be valuable insights into the customer journey. This can help businesses identify key points in the customer journey where they can optimise their ads or improve their marketing strategy.
- It can help businesses optimise their ad targeting: By tracking post impressions, businesses can see which ads are driving the most valuable actions, such as purchases or sign-ups. This can help businesses refine their ad targeting to reach more valuable audiences.
Overall, post-impression tracking is an important component of digital advertising, and including it in your KPIs can help businesses get a more comprehensive view of ad performance, understand the customer journey, and optimise their ad targeting.