Display Campaigns
Display influences multiple funnel stages.
Evaluation depends on campaign role.
Prospecting Display
Focus on:
✔ Reach
✔ Frequency
✔ Assisted conversions
✔ Audience growth
Expect:
- Lower direct CVR
- Higher long-term influence
Retargeting Display
Focus on:
✔ CPA / COS
✔ Conversion rate
✔ Audience size stability
✔ Frequency control
Retargeting often drives strongest efficiency metrics.
View-Through Influence
Display ads may contribute without click.
View-through logic:
Users see ad → later search or convert.
Display evaluation must include indirect influence.