Response Rate Report 2024

ANA Response Rate Report 2023 Chapter 5: Digital Display Ads

Display Advertising Metrics CHART 34

N = B2B (8**), B2C (9**), Mixed (11*)

*Small base **Very small base

Mostly or entirely B2B

Mostly or entirely B2C

Split between B2B and B2C

73%

63%

56%

46%

44%

38%

36%

33%

27%

22%

18%

18%

13%

13%11%

11%

0%

0%

Click-Through Rate

Cost per Thousand

Cost per Acquisition

Response Rate

ROI

Other

Which display advertising metrics do you rely on most heavily?

Insight: Click-Through Rate is the most used metric in B2B and mixed B2B/B2C campaigns. In B2C campaigns, however, cost per acquisition (CPA) is the most-used metric.

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