Key Metrics to Determine the Quality of Your Traffic

When you’re buying your traffic, it’s important that you get good quality. Quality isn’t just the kind of targeting you’re able to do, although that does help improve key metrics, it’s also the amount of engagement users have with your ad. There is no single metric that will tell you exactly how strong your ads are, but several metrics will give you clues and insight into how engaged users are with your content.

Time Spent

Time spent has new importance, thanks to standards in the realm of viewability. Viewable impressions are like regular impressions, except they meet certain guidelines that help certify them as being from a human. Additionally, they meet minimum standards like the amount of time a user spends with the ad, and how many pixels were visible while the user was viewing the ad.

Thanks to viewable impressions, the amount of time spent has become a far more accurate measure of how actual humans are viewing your content. Low time spent could mean that you are buying low-quality media, or that your creative is not attention grabbing. If you purchase viewable impressions in guaranteed time slots, the time spent on site should be higher than the amount of time you’re purchasing. For example, a marketer might purchase impressions with 10 seconds of time spent on site, but are hoping for at least 12-15 seconds.

Pages Viewed

Pages viewed tell you a lot about how your landing page is working, as well as where users might opt out of your sales funnel. Use this metric to tighten your funnel and reduce wasted time and visits. Remember that every second spent on site is precious. Give the user something actionable if you want to retain his or her business.
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Ted Dhanik is the CEO of engage:BDR, a digital advertising company located in Los Angeles. Ted Dhanik helps businesses grow through micro-targeted campaigns on mobile and desktop. You can visit engage:BDR online for more information about Ted Dhanik.