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Monitoring is of paramount importance in online marketing. The effectiveness of campaigns can be assessed using different characteristics. The interaction rate reflects the ratio of user actions to page views. When a website is viewed or a banner is viewed on a web page, these numbers are only significant when they are placed in relation to actual user actions. The interaction rate is thus a measure of the user interest in multi-media content.
Interaction can mean different things. Each click on a website button, any started video, any maximization of a field or any indication of the social network Facebook can, in principle, be referred to as interaction and counted. However, the term “interaction rate” is usually used in online marketing to assess the effectiveness of advertising campaigns. Together with other key performance indicators such as interaction time, expansion rate, pageviews, bounce rate, or click through rate campaigns can be tested and improved with regard to different aspects. Whether and to what extent users have interacted with the content is important feedback for marketing experts, in order to measure performance and, if necessary, to make changes in content.
The measurability of the interaction depends on the medium where it is advertised. For example, you can only measure page views, clicks, and access time periods with a conventional ad that includes a count pixel or cookie. For rich media advertising, additional data such as the expansion rate, interaction time, or viewing time of videos are available. How meaningful data about the interaction is, therefore, depends on the technical possibilities that the medium contains.
Relevance to search engine optimization
In the area of search engine optimization, it is assumed that the interaction rate is an important influence on ranking. However, since Google uses more than 200 criteria to evaluate websites, this can only be assumed. It is nevertheless undisputed that the data from the web analysis are used to hierarchize the Google index. The user experience (and interaction is a part of that) takes a high priority. Because Google’s premise has been and still is that users should find what they are looking for.
The user’s interest in particular content is therefore decisive for a successful search in addition to page calls, click rates, bounce rates and length of stay. However, it is unclear how important the individual factors are.
- User Interactions That Impact Your Website Ranking. Theedesign.com. Accessed on 12/12/2013.