- How can you identify someone who never filled in a form?
- A pixel on your site reads the signals any visit leaves — IP address, browser, operating system, device type, language and time zone — and those are matched against supplied data sets drawn from sources including census records, USPS, membership programmes and voter registration. The match rate is not 100%: on one clinic campaign, about 80% of roughly 3,000 identified profiles could be matched and reached online.
- How many clicks should I expect?
- The national average click-through rate for digital display advertising is about 0.07%, so 100,000 impressions should produce at least 70 clicks through to your website. On 300,000 impressions that is roughly 210 visits. Campaigns we run frequently beat that average by several multiples, but the benchmark is what any plan should be built on rather than the best case.
- How many of those clicks turn into leads or sales?
- That depends on your own website conversion rate, not on the ads. Take the share of visitors who currently do what you want them to do and apply it to the expected clicks: at 300,000 impressions and a 5% site conversion rate, roughly 210 clicks would produce about 10 conversions. If you do not know your current conversion rate, that is the first thing worth measuring, because it sets the ceiling on everything paid media can deliver.
- Can you track whether someone who saw an ad came to my location?
- Yes, on the channels that serve to mobile devices. If someone sees the ad and then visits your location with their phone within fourteen days, that visit can be attributed and reported. It is shown on your monthly report as verified and estimated visits.
- What counts as a conversion, and do you measure view-throughs?
- A click conversion is someone who clicked the ad and then completed the action you are tracking. A view-through is someone who saw the ad, did not click, and arrived at your site and converted later. Both are reported separately, because counting only clicks understates what awareness channels like video, audio and Connected TV actually do.
- What does optimisation actually involve?
- Concrete changes during the flight rather than a monthly status call: adjusting daily budget and bids, changing the frequency cap, adding targeting categories and keywords to widen inventory, adding ad sizes, rewriting copy, and adding retargeting once there is enough traffic to retarget. AI bidding handles what it is good at; the account team makes the judgement calls it is not.
- How is my campaign protected from ad fraud and unsafe placements?
- Campaigns run behind a DoubleVerify filter at no additional cost. Every impression has to satisfy both your targeting and DoubleVerify's authentication, which covers brand safety — keeping ads away from content you would not want to appear beside — and fraud, by not bidding on inventory that fails verification.
- Why not just ask customers how they heard about us?
- Because people misremember, reliably and in predictable directions. It is a well-documented effect in local advertising: audiences routinely name channels a business never ran. It is a reasonable conversation starter and a poor attribution method, which is why reporting here is based on tracked clicks, view-throughs and visits instead.
