Performance marketing from an affiliate stand point is driven by “Performance” or in essence if I don’t hit a certain eCPM or a certain cost per click then I am not profitable and then the campaign must be tweaked to lower these metrics. The goal usually for most campaigns is to “scale” or in basic definition hit a certain ad spend where there is synergy between both the traffic source and the advertiser who loves their traffic.
What most people forget to measure though is the user behavior among different traffic sources. The user behavior can tell an interesting story when there is a comparison between various traffic sources and ad types. What I mean by user behavior is the following
– Time it takes to fill out a lead form.
– Average number of fields that a user inputs before they bounce off a page.
– Average time spent on site from certain traffic.
-Does a user scroll or highlight?
– Amount of content shared through social networks.
– Browser Type
These are just an example of certain variables that can be measured. You could measure these variables with simple Java Script and they’re also tools out there to measure this as well.
In conclusion, if you are ever buying media and you feel that they’re might be something fishy going always take a look at the user behavior as this could tell an interesting story.
