Ben Young
Ben Young
November 11, 2022

There are a number of metrics that advertisers use to evaluate their native advertising. Often they are grouped into ‘pre-click’ and ‘post-click’ measures.

Pre-click exposure:

  • Viewability, how long was the ad in view for
  • Impressions, how many times was the ad served
  • Frequency, how often did the target audience see the ads

Post-click engagement:

  • Attention, second by second, how long did they pay attention after clicking?
  • Scroll, how far down did the scroll after clicking?
  • Engagement, how engaged are they after clicking?
  • Conversion rate, what rate did they convert.

For custom content, typically this is paired with more of the content marketing metrics you might expect.