The blogger is responsible for the presence of the "Advertisement" mark and information about the advertiser, and the advertiser is responsible for the correctness of the legal data specified in the publication and for what is transferred to the advertising data operator. All parties are responsible for submitting data to the ORD and ERIR.
Evaluation of the effectiveness of native advertising placement is closely related to the goals of the advertising campaign. For example, if the goal is to increase sales, then the effectiveness metric can be conversion to sale, and if the goal is to increase brand awareness, it is worth focusing on the number of views or engagement.
On the author's side, "Zen" shows the following statistics in the channel's studio:
reach (number of impressions of material in the feed);
audience portrait: gender, age, geography, interests;
CTR (click-through rate in the feed);
number of views and readings;
viewing time;
percentage of readings;
reactions: likes, comments, replies in forms.
On their side, brands can evaluate the paraguay mobile database results of placement with a blogger using the following metrics:
cost of a quality lead;
the cost of sale, application or registration;
return on marketing investment;
cost of viewing or reading;
number of clicks;
click percentage;
cost per click.
Each advertising campaign has its own set of metrics depending on the objectives - there is no practical need to try to track all of the listed metrics within one campaign.
Let's take a practical look at how metrics are selected within specific projects using the example of two cases of the Anna Denisova Agency .
Case “Pro”: 548% KPI for completion of readings
"Profi" is a service for finding specialists. "Profi" itself does not have a channel on Zen, but they tried the platform as an advertising channel to attract more clients for psychologists.
"Profi" selected 11 authors who had ever sought help from a psychologist and could share their personal experience with the audience. Bloggers told in advertising publications why it is normal to seek psychological help, how a specialist can help.
The goal of the advertising campaign was to immerse the reader in the material, actualize the need for help from a psychologist and show that a specialist can be found in the Profi service. The number of readings was chosen as the KPI - it was important to assess how well the audience was "hooked.