Table 1.
Daily and Overall Campaign Performance Measures
| Platform | ||||
|---|---|---|---|---|
| Google Search | Total | |||
| Daily (all nonunique) | ||||
| Reach | 92,100 | 33,685 | 17,507 | 143,292 |
| Engagements | 232 | 149 | 30 | 411 |
| Campaign (all nonunique) | ||||
| Reach | 10,959,961 | 4,480,119 | 2,223,493 | 17,663,573 |
| Engagements | 27,676 | 19,923 | 3,798 | 51,397 |
| Spending | $25,177 | $13,689 | $20,542 | $59,408 |
| Cost per 1,000 reached | $2.30 | $3.06 | $9.24 | |
| Cost per click‐through | $0.91 | $0.69 | $5.41 | |
Reach or impressions identifies number of users who saw or potentially saw the advertisement because they were exposed to it. Engagements identifies number of users who responded to the advertisement by clicking through the website link contained in the advertisement.