Know what the numbers mean.
A useful report starts with clear definitions. Discuss the available measurements and reporting method before your campaign is confirmed.
Five different signals.
Ad plays
How often creative was displayed.
Delivery logs show whether a message ran. A play alone doesn't establish who saw it.
Display impressions
A reported or estimated opportunity for the message to be seen.
Ask how impressions are defined, estimated and separated from plays or unique people.
Screen interactions
Recorded taps or other actions on interactive content.
Ask which actions are counted and whether repeat activity is included.
QR visits
Scans or visits linked to a supported QR destination.
Agree on the link, the tracking approach and what's counted. Test the mobile destination.
Business outcomes
Inquiries, bookings, redemptions or purchases your business observes.
Connect the campaign to your own records carefully. Attribution needs a defined method.
Agree on the report before the campaign.
- Which metrics are available for this placement?
- What does each metric count, and how is it calculated?
- Which dates, locations and creative does the report cover?
- How often will reporting be provided?
- How will we track a useful next step on our own destination page?
A restaurant promotes a menu page from a hotel kiosk. Delivery data shows when the ad appeared. Interaction or QR data shows recorded next steps. The restaurant's own bookings or redemptions help assess outcomes. Each tells a different part of the story.