Impressions

Research and stories on the industry and our place within it.

LumenMath: How to Better Predict Campaign Performance

To better predict campaign performance, you need to think in terms of confidence intervals. Let’s go through the basic concepts and how to implement one.

LumenMath: The Rule of Three, or Should I Keep This Audience or Platform Running?

by Kegan Rabil | Impressions

The next time you’re stressing about whether to keep a platform or an audience running just remember the Rule of Three. And put your math hat on!

When to Use CPM and When Not To

by Nate Christianson | Education, Impressions

CPM has its place in modern digital advertising. Unfortunately, it can be tough to know where that is.

Does Click-Through Rate Matter? Yes, But You Might Be Using It Wrong.

by Shane Dowaliby | Impressions

Here’s what marketers needs to know about click-through rates to correctly measure performance.

Why Don’t the Number of Clicks Equal the Number of Website Sessions?

by Shane Dowaliby | Impressions

Clicks don’t always match sessions! Understanding this relationship between clicks and website sessions will give you a better view of campaign performance.

Advertising AI Isn’t What You Think It Is

by Marty Grant | Impressions

Advertising AI is incredibly complex and nuanced. The best way to leverage it is to know what to look for. Here’s what you need to know.

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Impressions

Topic

LumenMath: How to Better Predict Campaign Performance

LumenMath: The Rule of Three, or Should I Keep This Audience or Platform Running?

When to Use CPM and When Not To

Does Click-Through Rate Matter? Yes, But You Might Be Using It Wrong.

Why Don’t the Number of Clicks Equal the Number of Website Sessions?

Advertising AI Isn’t What You Think It Is

Subscribe to the Impressions Newsletter.

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