What would you call the social media equivalent of a view-through?
It was a simple enough tweet. It was one of those idle questions that didn't even deserve the average 2.8 hour half-life of a tweet.
"What do you call the social media equivalent of a view-through?" I opined. "Anybody?"
While I was not flooded with responses, what I received kept me thinking well past that 2.8 hour mark. Why? Because I am infatuated with the names of things. I want things to be named as clearly as possible to communicate their meaning as readily as possible and I got stuck on this one.
A "view-through" is not a simple concept to start with. It's the recorded visit to your web property after having previously seen an ad but not necessarily having clicked on it. That's a lot to unpack but basically it's the proof that your ads have an impact via branding, which led to awareness that generated interest that resulted in a visit to the website that Jack built.
So I thought it would be valuable to identify that concept in the sociosphere. I saw a tweet or read a review or witnessed a status update that piqued my interest…later.
So what to call it? Suggestions included:
Delayed/postponed chat session
Hypothetical ad impression
A view-through is recorded by capturing the exposure to an ad via a (usually) third-party cookie. A social view-through ("peer group pressure"?) is not so easy to detect.
To those who said, "Hey, a view-through is a view-through. Why make it more complicated than necessary?" I say, "Because it's very different and important to separate out the paid-throughs from the earned-throughs."
Wait…did I just say "earned-throughs"? [Shudder] [Sigh]
Falling back to my outreach project, I think my favorite offer was "nibble." The closest to the truth? "specious attribution model."
Many thanks to:
William J Brown (@realBillBrown)
Ernst Hiemstra (@ernst_hiemstra)
Michele Kiss (@MicheleJKiss)
Keith MacD (@keithmacd)
Bob Mitchell (@boboram)
Craig Sullivan (@OptimiseOrDie)
On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!
Jim Sterne is an international consultant who focuses on measuring the value of the Web as a medium for creating and strengthening customer relationships. Sterne has written eight books on using the Internet for marketing, is the founding president and current chairman of the Digital Analytics Association and produces the eMetrics Summit and the Media Analytics Summit.
Hong Kong, May 5-6, 2015
Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.
May 6, 2015
12:00pm ET/9:00am PT