Essential Mobile Ad Performance Benchmarks

Essential Mobile Ad Performance Benchmarks


The world of mobile has exploded. In this day and age, people like to connect with their peers, produce work, share their opinions, conduct research, make purchasing decisions and consume content, anytime, anywhere.

In the digital age, if you want to connect with your target audience on a deep and meaningful level, adopting a mobile-first mindset is a must. In the UK alone, the average person spends an average of 66 hours per month browsing on their smartphones - that's plenty of time to campaign, connect and advertise your products or services to an engaged digital audience.

But what good is mobile advertising without analysis? And what good is analysis without setting mobile advertising benchmarks? Benchmarks help you better understand your mobile advertising data while giving you valuable milestones to work toward.

To help you on your journey to mobile advertising enlightenment, here are the essential performance benchmarks or metrics, you should consider.


Click-Through Rate (CTR)

One of the most valuable benchmarks you can work to during a mobile advertising campaign is click-through rate or CTR. This is one of the most accessible metrics to measure in mobile, and it offers a reliable gauge of how many people are taking note and delving deeper into your ad.

The CTR on mobile is generally much better than on desktop, ranging from 0.5% to 0.8% on average. But, a recent study discovered that nearly 50% of the clicks on mobile banner ads may be accidental, making the metric look more favourable than it seems.

Despite this discovery, CTA should should still form the foundation of your mobile ad performance benchmarks, as long as its backed up by others - namely…


Secondary Action Rate (SAR):

STR is a metric or benchmark that will give you a deeper understanding of which click-through users have engaged with your ad, or taken 'secondary action.' As such, the SAR offers a greater indicator of purchase intent.

For instance, if 12 consumers click on a mobile ad, and six of them take a secondary action like scrolling through your product images or clicking a map for directions, then those six consumers could be considered far more likely candidates for a final sale or conversion.

By combining CTR add SAR as central benchmarks, you will be able to paint a clearer picture of your ad's performance and how people are interacting with it.


Store Visitation Lift (SVL)

Store Visitation Lift - or SVL - is one of the most solid indicators of purchase intent as it measures a  user's real desire to buy.

SVL is a critical metric when it comes to measuring the success of your mobile ad campaign as it drills down that little bit deeper into the realms of conversion. Essentially, the SVL metric  is calculated by the percentage of the ad-exposed audience that visited the advertiser’s location, divided by the percentage of the non-ad-exposed audience that visited.

It paints a vivid picture and also gives you valuable stockpiles of data for comparison against other similar campaigns, giving you a chance to analyse, refine and improve your efforts.

These metrics, without a doubt, will help you to set quantifiable for your advertising campaigns, helping you to evolve your efforts and enjoy increased success over time.

Follow these tips and always remember to run A/B tests, take insights from each of the above metrics, track your results after your campaign has ended, and you'll enjoy maximum mobile ad success in no time.


If you'd like to combine your mobile marketing success with email marketing success, study the Four of the Most Effective Email Marketing Examples of Recent Times.

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