Novice web developers sooner or later face the need to calculate the conversion rate of contextual advertising. This is very important for the detailed study of an online advertising campaign, but the calculation of conversion rates should be taken with the utmost seriousness.
What is conversion rate
One of the most effective methods of attracting target audience to the site is contextual advertising. Contextual advertising service Yandex. Direct allows you to place graphic and text ads on third-party sites, the demonstration of which to a specific user is made in accordance with his most frequent queries in the search engine.
The effectiveness of such advertising is quite high, but the commercial benefit is not the user's visit to the page, but the commission of specific actions. For example, if a visitor to an Internet resource made a purchase, added a product to the cart, used a feedback form or wrote a review, the result is a so-called hit, which serves as an indicator that the advertisement did not just interest the person, but turned out to be really useful for him.
The ratio of hits to total visitors is called conversion. The exact conversion rate allows you to measure the effectiveness of your ad and make some adjustments. It is also one of the methods for researching the quality of the content presented on the site. If even the smallest changes have been made to the marketing model or advertising campaign, the conversion rate of visitors over a certain period will provide a visual indication of the effectiveness of the applied technology. Thus, the value of conversion not only determines the effectiveness of the ad, but also serves as an indicator of the success of all methods of website promotion.
How to calculate conversion for Yandex. Direct"
To find the exact value of the conversion rate, divide the number of visitors who made hits by the total number of site views from unique hosts and multiply the result by 100%. There is one small nuance here: the inflow of traffic to the site is not only clicks on contextual advertising, since links on other resources or search results can also attract an audience.
To calculate the conversion of contextual advertising, you will need to install the Yandex. Metrics . This will make it possible not only to track the number of visitors from different sources, but also help to determine how many of these or those hits were made by users.
There is another conversion calculation system that allows you to determine the economic benefits of using contextual advertising. To do this, you will need to determine the cost of conversion by dividing the monthly payment for contextual advertising by the number of visitors who came to the site from this source. The resulting number needs to be divided by the number of hits, which will give an accurate indicator of the cost of advertising a certain product and will help to assess the profitability of the resource.
