Reporting and analytics
Your News Australia Dashboard
helps us optimise your results as
part of your monthly review
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Track “View-Through” as a Metric
“View-through”
pixel is served to
user along with the
advertiser’s ad
message…
User sees the
advertisers ad but
doesn’t click. If the
user makes it to
the advertiser’s
site within 30 days
of seeing the ad
message…
AdTaxi’s “Pixel
Recognition Code”
is triggered by the
existence of our
pixel in the user’s
browser and
records the visit.
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Why is “View-Through” Important?
• Not everyone clicks on ads, thus click-through rate doesn’t “tell the whole
story”. Combining Click-through’s with View-through’s gives us a total
visitation rate, which is a more complete picture, and aids campaign
optimization.
• Research by comScore that has shown that two-thirds of Internet users do not
click on any display ads over the course of a month, and that only 16% of Internet
users account for 80% of all clicks.
• comScore confirmed that there is a latency effect and branding effect to online
advertising, in which users arrive at the advertiser's website even without
clicking.
• Display campaigns show substantial effects on traffic, sales and branding despite
a lack of clicks. According to comScore, exposed users are 38% more likely to
conduct an advertiser related branded keyword search over a four week period,
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and are 27% more likely to make a purchase online.