Santa Monica, Calif.—Ad measurement company Convertro has introduced an integrated system to track paid, owned and earned media and evaluate the role each plays in driving sales.
To measure paid media, which encompasses traditional display advertising, paid search and other online ad buys, Convertro uses its existing measurement system. To track owned media, which includes assets owned by a brand, such as websites, YouTube channels and Facebook pages, Convertro has built a proprietary system that tracks clicks from third-party sites.
To measure earned media, which encompasses unpaid brand promotion through viral sharing—such as comments posted by users on social media sites—Convertro designed a URL-generation feature that tracks share action and future revenue potential that can be attributed to users who click on a shared link.
The different elements are integrated into an end-to-end attribution platform.