Home
Blog
Optimize your media budgets
3 essentials tools to measure the performance of your display campaigns

3 essentials tools to measure the performance of your display campaigns

Published : 11/02/2021 15:17:58 Updated : 11/05/2021 08:18:11 Optimize your media budgets

Équipe Adintime

Pôle Marketing

Want to save time ?

Get this article summarized in seconds with AI

Optimized CPC and CPM, CTR above 2%… Your KPI’s can look very good, but to really analyze the results of a display campaign, you need to go deeper. You need to compare numbers collected on every channel and to analyze them from another point of view, with other tools. You often get differences between stats you get on your campaign's dashboards and your website's actual traffic.

Here are 3 essentials tools to better understand the results of your display campaigns

Use pixels to measure traffic
Track your URLs to identify the origin of every click
Create custom conversions

Why these 3 elements are essential

The performance of a display campaign is not measured solely by impressions or the number of clicks. To truly understand the return on investment (ROI), it is crucial to:

Measure real traffic coming from each campaign.
Precisely identify the origin of clicks to adjust budgets and placements.
Track key conversions to evaluate effectiveness in terms of concrete results.

3 essential elements for your display campaigns
Element	Description	Example / Tool
Pixels	Measures traffic and events, tracks users, and enables retargeting campaigns.	Facebook Pixel, Google Tag Manager
URL Tracking	Identifies the exact source of clicks to analyze each channel and optimize campaigns.	UTM URL Builder (GA Campaign Builder)
Custom Conversions	Tracks key actions (purchases, sign-ups) to measure effectiveness and adjust strategy.	Google Analytics Goals, Facebook CAPI

Use pixels to measure traffic

Anyone involved in a digital strategy has likely encountered a Google Analytics dashboard. This is the gold standard for measuring and identifying traffic. When venturing onto new display platforms, installing a pixel should be your first instinct.

Most platforms provide a pixel. Installing it on your site is the first step to take on any new display platform. Pixels allow you to:

Track visits to your site
Observe user journeys
Trigger retargeting campaigns

Setup is simple, a quick copy-paste of the code provided by the platform is enough. Once installed, you can compare your data with Google Analytics or other tools to verify measurement consistency.

A pixel is very helpful to understand your traffic and to have a point of comparison with Google Analytics or any other technology installed to identify your traffic.

Track your URLs to identify the origin of every click

Url tracking is a useful complement to the pixel. Pixels sometimes give the origin of a visitor but they never make the difference between someone who clicked on the URL on your Facebook page and someone who clicked on the link of your Facebook ad.

Url tracking allows you to identify several informations with 1 click. To get these informations, you need to generate urls. Here’s the process: the platform adds values after your website URLs that will help you to identify the platform, the media or even the campaign that generated the click.

Example: https://yoursite.com/?utm_source=instagramstory&utm_medium=image1&utm_campaign=launch2025

Create custom conversions

When you set up a campaign with objectives like selling products or collecting emails or generating downloads, we talk about conversion. These conversions can be tracked very simply. First, you need to identify the URL that visitors access once they have done the action that you want them to do (thank you page, payment confirmation…). Once you got this, you just need to create a conversion based on this URL and you get notified every time this specific page is visited.

In brief, these 3 tools will help you better understand your display campaign's stats but they will also allow you to readjust your strategy according to the best performing channels. If you need to use these tools for your next campaign, feel free to contact us!