Core Insights - Precise advertising promotion is crucial for merchants on 1688 to gain traffic and increase sales, with a focus on data metrics to interpret promotional effectiveness and optimize marketing strategies [1] Group 1: Exposure Metrics - "Impressions" serve as a basic metric indicating the frequency of ad appearances, but do not guarantee effectiveness; "effective exposure" is introduced to reflect the actual attention received by buyers [2] - 1688 provides "support exposure" and "support effective exposure" to incentivize merchants, especially during promotional periods, enhancing product visibility [2] Group 2: Interaction Metrics - "Click-through rate (CTR)" measures the effectiveness of ads by relating clicks to impressions, indicating the success of ad creativity [4] - "Average cost per click (CPC)" quantifies the cost of each click, emphasizing the need for a balance between attracting clicks and controlling costs [4] Group 3: Conversion Tracking - "Lead volume" captures various buyer actions within 15 days post-click, indicating initial interest, while "inquiry volume" focuses on effective communication reflecting purchasing intent [7] - "Payment order count" directly measures actual transactions resulting from advertising, serving as the ultimate indicator of promotional effectiveness [7] Group 4: Integrated Metrics - A comprehensive analysis framework is essential, linking metrics from exposure to conversion; for instance, high impressions with low CTR may indicate issues with ad creativity or targeting [9] - Evaluating the ratio of "spending" to "payment order count" helps assess return on investment (ROI), ensuring promotional budgets are effectively utilized [9] - Understanding and integrating these metrics into daily operations is vital for 1688 merchants to navigate the competitive landscape and achieve sustainable growth [9]