How to Measure Media Advertising Effectiveness

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Of course, the specific metrics to measure will depend on the purpose of launching a media campaign. In our work, we usually focus on:

CPM (cost per thousand impressions), but here it is important to track the dynamics of decrease over time;
refusals (from 40 to 50% is an acceptable rate);
views for video advertising, where 75% - 100% is the result to strive for;
post-view and post-click conversions. Analysis of these indicators allows us to assess the impact of media advertising on brand demand, as well as on conversions by users after viewing within a given attribution window;
achieving micro-goals (for example, going to the dealers qatar consumer email list page, visiting five pages, scrolling 90% of the page, etc.).
What tools can be used to extract this information? We recommend using:

third party market research;
target audience surveys;
Wordstat;
Google Trends;
media advertising metrics, where you can see post-click and post-view conversions;
SearchLift, VisitLift, TargetLift, BrandLift, SalesLift and other Yandex features.