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{background-image: url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-events.svg");}.icon.icon-pressrelease {background-image: url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-presse.svg");}</style> <div data-rocket-location-hash="b4d58d7e7fd8b45b2c5dc879cde7eb3f" class="mwd-blogPost flex breadcrumb"> <div data-rocket-location-hash="0841f15ebf099eeaba6f2c7f735d0671" class="container"> <span class="parent"> <a href="https://e-dialog.group/blog/" title="Beiträge">Blog</a> </span> <span class="arrow">></span> <span class="category">Programmatic Display, Video & Everything</span> <span class="arrow">></span> <span class="child">Diese Online Marketing KPIs müssen Sie kennen</span> </div> </div> <div data-bg="https://e-dialog.group/wp-content/uploads/2022/02/photo-1496449903678-68ddcb189a24-1024x683.jpg" data-rocket-location-hash="81325e98683ec4b70a9c80d5c60ef4cc" class="mwd-blogPost flex header rocket-lazyload" style=""><div data-rocket-location-hash="ca23f7c07336b7cf8c7766d2ffffc9d9" class="container"><h1>Diese Online Marketing KPIs müssen Sie kennen</h1><p class="author">von Marietheres Koch</p></div></div><div data-rocket-location-hash="5ba37d1761429b8aa4a845fb1ec6d187" class="mwd-blogPost flex metabox space-top space-bottom"><div data-rocket-location-hash="04b24f2a01e05ca636ff58e62299aa1e" class="container"><div data-rocket-location-hash="1572ce06debb49357e5111f58a6037a3" class="col"><div class="metabox-holder"><div class="date">10. März 2020</div><div class="duration"> <span class="span-reading-time rt-reading-time"><span class="rt-label rt-prefix">Lesedauer:</span> <span class="rt-time"> 2</span> <span class="rt-label rt-postfix">Minuten</span></span></div></div><div class="excerpt-box"><h3>Management Summary</h3><p>Im Online Marketing wird man immer wieder mit den verschiedensten Fachbegriffen konfrontiert. Deshalb haben wir die wichtigsten KPIs zusammengefasst und kurz erläutert.</p></div></div><div data-rocket-location-hash="4ba29acbbfca62c6f947577f2c748b2d" class="col"><div class="categorybox"><div class="categorybox-inner"><div class="categorybox-inner-title">Programmatic Display, Video & Everything</div><p></p><p>Wir bringen Ihre programmatischen Kampagnen auf das nächste Level. Unsere Consultants unterstützen mit Konzepten, Consulting und auch managed Service. </p> <p></p><a href="/bessere-kampagnen/#programmatic-display-video-everything" class="btn btn--space-top">Mehr Erfahren</a></div><div id="wobble"></div></div></div></div></div><div data-rocket-location-hash="b49efa3be72975323cf1dd9c201b9509" class="mwd-blogPost flex content space-top space-bottom"><div data-rocket-location-hash="68e122c6b23b4519e49c5a2a57b5f054" class="container"> <div data-rocket-location-hash="9dce1ffe2ae260af3062d3f67299d246" data-elementor-type="wp-post" data-elementor-id="27495" class="elementor elementor-27495" data-elementor-post-type="post"> <section class="elementor-section elementor-top-section elementor-element elementor-element-5da4cdb8 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="5da4cdb8" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-75f11e7f" data-id="75f11e7f" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-aff9c04 elementor-widget elementor-widget-text-editor" data-id="aff9c04" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p><span style="font-weight: 400;">Wer kennt diese Situation nicht: Sie sitzen in einem Meeting und Online Marketing Fachbegriffe und Kürzel werden wie wild durch den Raum geworfen. Da kommen oft Fragen auf wie: Wofür steht die Abkürzung VCR nochmal? Oder wie berechnet sich eigentlich die Conversion Rate? Aber keine Sorge, wir haben alle Antworten für Sie auf einen Blick zusammengefasst. </span></p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-c2a3d29 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="c2a3d29" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-791b39d" data-id="791b39d" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-aa5268c elementor-widget elementor-widget-text-editor" data-id="aa5268c" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <ul><li><h3><b>Conversion Rate</b></h3></li></ul><p><span style="font-weight: 400;">Die Conversion Rate beschreibt die Umwandlungsrate von interessierten NutzerInnen zu Zielvorhaben abschließenden NutzerInnen. Zur Berechnung der Conversion Rate werden Impressions/Klicks und Abschlüsse ins Verhältnis zueinander gesetzt. </span></p><ul><li><h3><b>View-through Conversion Rate </b></h3></li></ul><p><span style="font-weight: 400;">Total Conversions % Impressions = </span><b>View through Conversion Rate </b></p><p><span style="font-weight: 400;">Die durchschnittliche Anzahl an Zielabschlüssen, die </span><span style="font-weight: 400;">aus der Summe an Werbeausspielung (ohne Klick) resultiert.</span></p><ul><li><h3><b>Click-through Conversion Rate</b></h3></li></ul><p><span style="font-weight: 400;">Total Conversions % Klicks = </span><b>Click through Conversion Rate</b></p><p><span style="font-weight: 400;">Die durchschnittliche Anzahl an Zielabschlüssen, die </span><span style="font-weight: 400;">aus der Summe der Klicks resultieren.</span></p><ul><li><h3><b>Total Conversions</b></h3></li></ul><p><span style="font-weight: 400;">Click through Conversion +View through Conversion = </span><b>Total Conversions </b></p><p><span style="font-weight: 400;">Die Summer der abgeschlossenen Zielvorhaben, unabhängig davon ob sie aus einem Klick oder aus einer reinen Werbeausspielung resultieren.</span></p><ul><li><h3><b>Klickrate (Click-Through-Rate aka CTR)</b></h3></li></ul><p><span style="font-weight: 400;">Die Klickrate bezeichnet das Verhältnis von Klicks auf ein Werbemittel zu der Summe an Anzeigenausspiellungen (Impressions) an.</span></p><p><b>Click-through Rate (CTR)</b><span style="font-weight: 400;">= Klicks % Impressions </span></p><ul><li><h3><b>Impressions</b></h3></li></ul><p><span style="font-weight: 400;">Die Impressions beschreiben wie oft eine Anzeige ausgespielt wurde und meinen immer die Brutto-Reichweite, sprich auch Mehrfachkontakte.</span></p><ul><li><h3><b>Active View – viewable Impressions</b></h3></li></ul><p><span style="font-weight: 400;">Die Active View beschreibt die Anzahl der Impressions, die von sämtlichen messbaren Anzeigen-Ausspielungen auch tatsächlich sichtbar waren. Ein Werbemittel wird standardmäßig als sichtbar eingestuft, wenn es zumindest 50% der Anzeige für mindestens eine Sekunde lang sichtbar war.</span></p><ul><li><h3><b>Viewability-Rate </b></h3></li></ul><p><span style="font-weight: 400;">Die Viewability</span><span style="font-weight: 400;">-Rate </span><span style="font-weight: 400;">(auch kurz Viewability genannt) bezeichnet prozentuell wie viele von den messbaren Anzeigen-Ausspielungen auch sichtbar (50%-1SEK-Regel) waren.</span></p><p><b> Viewability Rate</b><span style="font-weight: 400;"> = (Total Measurable Viewable Impressions % Total Measurable Impressions) * 100</span></p><ul><li><h3><b>Video Completion Rate (VCR)</b></h3></li></ul><p><span style="font-weight: 400;">Hier wird der Prozentsatz an Video-Abschlüssen im Verhältnis zu den Videostarts beschrieben. Es wird von einem Video-Abschluss gesprochen, wenn der Anzeige Clip vollständig abgespielt wurde.</span></p><p><b>Completion Rate</b><span style="font-weight: 400;"> = Video completes / Video starts</span></p><ul><li><h3><b>TKP (aka CPM)</b></h3></li></ul><p><span style="font-weight: 400;">Der Tausend-Kontakt-Preis auch Cost per Mille, kurz CPM genannt ist eine Kennzahl, mit Hilfe der bestimmt werden kann, wie hoch die Werbekosten für 1.000 Anzeige- Ausspielungen sind. Wichtig zu erwähnen ist, dass darunter auch Mehrfach-Ausspielungen an einen Nutzer fallen (Brutto-Kontakte).</span></p><p><b>TKP</b><span style="font-weight: 400;">= (Mediakosten/Impressions)*1000</span></p><p><span style="font-weight: 400;">Umgekehrt lassen sich auch die Mediakosten berechnen, wenn der TKP bekannt ist. Die Formel lautet in diesem Fall: </span></p><p><b>Mediakosten</b><span style="font-weight: 400;">=( TKP*Impressions)/1000</span></p><p><span style="font-weight: 400;">Sind beispielsweise Mediakosten und TKP bekannt, kann man ganz einfach die zu erwartenden Impressions ausrechnen:</span></p><p><b>Impressions</b><span style="font-weight: 400;">= (Mediakosten/TKP)*1000</span></p><ul><li><h3><b>Cost per Action (aka CPA)</b></h3></li></ul><p><b>CPA</b><span style="font-weight: 400;">= (Mediakosten/Total Conversions)</span></p><p><span style="font-weight: 400;">Der Begriff Cost per Action beziffert die Kosten die damit verbunden waren/sind, um eine bestimmte Aktion zu erreichen. Das können beispielsweise Aktionen wie Kaufabschlüsse, Registrationen oder Downloads sein. Der Advertiser selbst bestimmt, welches Ereignis er als Aktion bestimmen möchte.</span></p><ul><li><h3><b>Cost per Click (aka CPC) </b></h3></li></ul><p><span style="font-weight: 400;">Der Begriff Cost per Click beschreibt kurz gesagt den Klickpreis. Er gibt also an, wie viel ein Advertiser durschnittlich dafür bezahlt, wenn </span></p><p><b>CPC</b><span style="font-weight: 400;">= (Mediakosten/Klicks)</span></p><p style="padding-left: 40px;"><span style="font-weight: 400;">Wichtig zu beachten ist, dass je nach Kampagnenziel bzw. Funnel-Stufe unterschiedliche KPIs in den Vordergrund gerückt werden sollten. </span></p> </div> </div> <div class="elementor-element elementor-element-462e64f elementor-widget elementor-widget-image" data-id="462e64f" data-element_type="widget" data-widget_type="image.default"> <div class="elementor-widget-container"> <figure class="wp-caption"> <img fetchpriority="high" decoding="async" width="800" height="409" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20800%20409'%3E%3C/svg%3E" class="attachment-large size-large wp-image-24011" alt="Werbeziele im Funnel" data-lazy-srcset="https://e-dialog.group/wp-content/uploads/2022/02/Unbenannt-1.png 1024w, https://e-dialog.group/wp-content/uploads/2022/02/Unbenannt-1-300x154.png 300w, https://e-dialog.group/wp-content/uploads/2022/02/Unbenannt-1-768x393.png 768w" data-lazy-sizes="(max-width: 800px) 100vw, 800px" data-lazy-src="https://e-dialog.group/wp-content/uploads/2022/02/Unbenannt-1.png"><noscript><img fetchpriority="high" decoding="async" width="800" height="409" src="https://e-dialog.group/wp-content/uploads/2022/02/Unbenannt-1.png" class="attachment-large size-large wp-image-24011" alt="Werbeziele im Funnel" srcset="https://e-dialog.group/wp-content/uploads/2022/02/Unbenannt-1.png 1024w, https://e-dialog.group/wp-content/uploads/2022/02/Unbenannt-1-300x154.png 300w, https://e-dialog.group/wp-content/uploads/2022/02/Unbenannt-1-768x393.png 768w" sizes="(max-width: 800px) 100vw, 800px" /></noscript> <figcaption class="widget-image-caption wp-caption-text">Diese Grafik verdeutlicht, wie man die KPIs entland des Funnels gestalten kann.</figcaption> </figure> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-1a809d9f elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="1a809d9f" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-175eaede" data-id="175eaede" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-7c1a3509 elementor-widget elementor-widget-heading" data-id="7c1a3509" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default">Wenn Sie diese Online Marketing KPIs kennen, sind Sie für kommende Meetings schon gut gerüstet. Noch Fragen? Wir beraten Sie gerne: <a href="mailto:kontakt@e-dialog.group">kontakt@e-dialog.group</a> </h3> </div> </div> </div> </div> </div> </section> </div> </div></div><div data-rocket-location-hash="ddfa30e7b85577acd84410f15654357f" class="mwd-blogPost flex call-to-action space-top space-bottom"><div data-rocket-location-hash="f9357140ee36883ea6064de5d7279a99" class="container"><div data-rocket-location-hash="b0ba8a09814c8228efb38942e632ca71" class="call-to-action-inner"><span class="lead">Kampagne anfragen</span><div class="call-to-action-inner-title">Bereit für Ihr neues Projekt?</div><p>Wir freuen uns auf Ihre Anfrage und beraten Sie gerne unverbindlich! 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