CTR / DISPLAY
0.10–1%Click-through rate for Display.
One primary objective.
Evidence-led decisions.
Banziga connects your business objective with the metrics you can measure. We select one primary KPI to guide creative, targeting and budget allocation. Optimisation can extend to the final conversion when tracking and data volumes support it.
ADOPS PLANNING RANGES
Reference points
for campaign planning.
These ranges provide a starting point for discussion. The media plan then sets the selected objective, metrics and measurement requirements.
VTR / VIDEO COMPLETION
65–99%Video completion rate, using the reporting calculation basis.
CTR / VIDEO
Up to 3%Video CTR can reach 2–3%.
CTR / NATIVE ADS
Up to 3%Click-through rate for Native Ads.
Indicative ranges presented by Adops, which vary by format, creative, audience and delivery conditions. They are neither universal averages nor guaranteed results.
BILLING THAT FITS YOUR OBJECTIVE
Media buying, optimisation
and billing are distinct.
Cost per thousand impressions
A unit based on delivered impressions. CPM billing is calculated per thousand billable impressions.
Cost per click
A unit based on recorded clicks. CPC billing applies to clicks, rather than sessions or conversions.
Cost per video view
A unit based on video views. The criterion for counting a view is specified alongside the billing model.
The buying method describes how media is purchased; the KPI guides optimisation; billing follows the model agreed with you. Media bought on CPM can be optimised towards CPC or CPVV while still being billed on CPM. Where needed, a jointly agreed test phase can inform a proposed change to the model, based on the objective and observed results and subject to your approval. Tracking conversions does not imply CPA billing.
Your budget, your currency
MADEURUSDCHFAEDMoroccan dirham · Euro · US dollar · Swiss franc · UAE dirham (Dubai).
8 SECTORS · BUSINESS OBJECTIVES
Your sector.
Your business objectives.
Eight sectors, eight illustrative setups: an objective, an action to measure and a role for each format. These are activation examples, not client case studies.
01
Retail & e-commerce
Support online purchases.
Track confirmed purchases, with product visits and add-to-cart actions reported separately.
CTR · Add-to-cart actions · Confirmed purchases
Native Ads for product discovery, Display to re-engage visitors.
Explore the format ↗02
Automotive
Support test-drive enquiries.
Track submitted test-drive requests; keep configurator use separate from an actual enquiry.
Completed views · CTR · Test-drive requests
Video to introduce the model, geotargeted Display around dealerships.
Explore the format ↗03
Travel & hospitality
Support the path to booking.
Track confirmed bookings and review availability searches as intermediate steps.
CTR · Availability searches · Bookings
Native Ads to introduce a destination, Display to re-engage visitors.
Explore the format ↗04
Beauty & cosmetics
Move product interest towards purchase.
Track confirmed purchases, with routine-page views and add-to-cart actions kept separate.
Completed views · CTR · Confirmed purchases
Demonstration video, Native Ads leading to routines and Display for re-engagement.
Explore the format ↗05
Home & appliances
Support quote requests or purchases.
Select the final action that fits the journey: a submitted quote request or confirmed purchase. Review specification-page visits along the way.
CTR · Product-page visits · Quotes or purchases
Contextual Display for home improvement audiences, Native Ads leading to product guides.
Explore the format ↗06
Food & restaurants
Support online orders.
Track confirmed orders; distinguish them from menu views and checkout starts.
CTR · Checkout starts · Confirmed orders
Video to introduce the offer, geotargeted Display with delivery schedules suited to the campaign.
Explore the format ↗07
Real estate
Support appointment requests.
Track submitted requests, with floor-plan and brochure views treated as interest signals.
CTR · Development-page visits · Submitted requests
Native Ads to explain the development, contextual and geographic Display for prospecting or re-engagement.
Explore the format ↗08
B2B & services
Develop business enquiries.
Track submitted demo, quote or meeting requests. Sales qualification remains a separate step.
CTR · Engagement · Submitted enquiries
Native Ads leading to expert content, Display in selected professional contexts.
Explore the format ↗The selected actions depend on the customer journey and the advertiser’s available tracking. Final-conversion optimisation needs usable data in sufficient volume.
A SHARED VIEW OF RESULTS
Clicks, visits and conversions
measure different things.
Clicks and CTR
A click is an interaction with the ad. CTR is the number of clicks divided by delivered impressions, expressed as a percentage. A click does not guarantee a recorded session on the website.
Video: completed views and completion rate
A completed view is a video watched through to the end. Completion rate, labelled VTR here, uses the calculation basis specified in the media plan and carried through into reporting. Viewability describes visibility separately; it does not measure completion or attention.
Sessions, engagement and qualified visits
A session groups measured website interactions according to the analytics tool in use. Engagement time, pages viewed and tracked actions describe behaviour after arrival. A visit qualifies against agreed criteria, rather than simply because an ad was clicked.
Measured conversions
A conversion is the agreed final action: a confirmed purchase, a booking or a submitted enquiry. Adding to a basket is an intermediate step; opening a form is not an acquired lead. Conversion rate is read using the agreed calculation basis and attribution rules.
FROM OBSERVATION TO ACTION
Continuous optimisation,
through campaign decisions.
Adops experience informs the starting assumptions. Your campaign results then help confirm or refine them. The primary KPI guides trade-offs between volume, quality and cost.
Creative
Compare headlines, images, durations and calls to action against the same objective, accounting for delivery volumes.
Audiences and context
Identify the targeting, sites and devices that contribute to the objective, then adjust their share of delivery.
Media delivery
Reallocate budget and adjust bids and frequency. A higher CTR can coincide with lower engagement, so decisions follow the agreed priority.
YOUR NEXT CAMPAIGN
Which KPI should guide
your next campaign?
Share my brief Email team@banziga.com to define the formats, KPI and measurement. Reply within 24–48 business hours.