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Epic Advertising has announced the official launch of Performance CPM (pCPM), a new metric that allows advertisers to track performance-marketing campaigns by measuring “induced visits.”
This new approach promised to enable advertisers to determine campaign effectiveness.
pCPM is rooted in induced visits, or visits to an advertiser’s site tracked beyond direct clicks. A visit to an advertiser’s site is “induced” if it results in any way from an ad, even if there is no immediate response or direct click path from ad to site. This metric goes beyond traditional campaign measurement tactics by employing scientific techniques to discern the broadest types of cause and effect, excluding things like “accidental clicks.”
Along with measuring induced visits, the metric encompasses elements from traditional tracking methods - CPC, CPM and CPA - as well as inherent branding impacts to offer a more holistic view of an online advertising campaign’s success. Because pCPM involves only statistics, it avoids any retention of Personally Identifiable Information (PII).
According to their announcement, Epic Advertising’s pCPM was refined internally over a 6-month period and tested in beta on a handful of selected advertising campaigns. Beta test results demonstrated induced visits accounted for a 60% increase on top of clicks.
It will be interesting to see if this patent pending metric is adopted, in some form, across other networks.