ROI Watch: Calibrating and Measuring Your Digital Marketing Efforts
Digilant
JANUARY 12, 2023
DOOH measures foot traffic rather than CTR. Impressions, clicks, views, video completion rates, etc., As such, you shouldn’t completely shift your analytics strategy; instead, you should broaden the scope to focus on metrics where measurement is consistent: return on ad spend, cost per lead, and cost per acquisition.
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