Which of the following is a typical performance metric used in digital media plans?

• A. Clickthrough rate (CTR), audience growth rate, and specific increases in page views
• B. Time to purchase
• C. Number of emails sent
• D. Customer service response time

Answer: (A)

Measuring success in digital media plans focuses on how widely the message is seen, how people engage with it, and how their interest translates into site activity. A typical set of metrics reflects that: clickthrough rate shows how effectively an ad or link prompts action, audience growth rate indicates expanding reach to new or returning users, and increases in page views track how much content interest and site exploration the plan generates. These together capture both exposure and engagement, which are core to evaluating digital campaigns.

Time to purchase is more about how quickly a buyer converts, which can be relevant in some contexts but isn’t as general a metric for evaluating digital media plans across campaigns. The number of emails sent is an activity measure of outreach rather than a performance outcome. Customer service response time relates to support operations, not the effectiveness of the media plan itself.