While business metrics are the true test of campaign effectiveness, traditional tracking metrics can be intermediate indicators of success. Traditional tracking practices are being challenged by new theories such as Daniel Kahneman's theory on how humans make decisions via System 1 or System 2 thinking and Low Attention Processing (LAP) of advertising. Recently, there is increasing interest in real-time tracking to enable campaign optimisation.
Tracking studies measure the impact of advertising campaigns once consumers have been exposed to them in market. Typical metrics include awareness, purchase intent, recall & recognition.
1. Google and Facebook champion campaign tracking linked to actual exposure
Traditional tracking studies rely on claimed measures of advertising exposure. However, the big digital companies are looking to link measures of advertising impact to actual advertising exposure.