What is marketing impact?
Marketing impact, in the context of job advertising, is defined by how many people spent significant time with your job ad and actively engaged with its content. It is a measure of effectiveness — not just reach.
We calculate effectiveness by comparing the number of data points collected from your campaign against a benchmark built from similar positions. If your ad collects data points at or above the benchmark rate, it is performing well. If it falls short, we know to adjust.
This benchmark is built from real historical campaigns — not industry averages or assumptions. It reflects what actually happens when relevant candidates encounter positions like yours.
How do we measure the impact?
Every campaign has a dedicated measurement page with predefined tracking points placed at strategic positions in the content. When a visitor activates those tracking points — through a combination of time and activity — we record a data point.
We measure engagement across three degrees of depth, each telling a different part of the story:
Initial engagement
Total page visits, filtered to exclude bots and irrelevant traffic. This is your raw reach — how many real people saw the ad.
Second degree
Visitors who began scrolling through the job ad content. These people did not just land — they started reading.
Third degree
Users who spent substantial time on the page and activated multiple tracking points. This is the primary measure of genuine candidate interest.
The third degree is our primary metric. It is the audience most likely to apply — and most likely to be qualified. Everything we optimize toward is designed to maximize the number of relevant visitors who reach this level of engagement.
Why are these metrics more useful than clicks?
Clicks and impressions are easy to generate and easy to misread. A high click-through rate can mask poor-quality traffic. Consider this scenario:
5,000 impressions. 800 clicks. But only 5 visitors reached third-degree engagement — and zero applied. The click numbers looked good. The campaign was not working.
This kind of result is common with broad, untargeted campaigns. Impressions and clicks measure the top of the funnel. They tell you how many people glanced at your ad. They do not tell you whether any of those people were relevant candidates who took the content seriously.
Our engagement metrics measure post-click behavior. They tell you what happened after someone arrived at your job ad — and that is where the real signal is.
Traditional vs. data-driven measurement
The difference between traditional and data-driven job marketing comes down to what you optimize toward:
Traditional
- Optimizes for surface metrics (impressions, clicks)
- No visibility into post-click behavior
- Difficult to adjust mid-campaign based on results
- Less control over audience relevance
Data-driven
- Measures post-click engagement across three depths
- Optimizes toward genuine candidate engagement
- Budget allocated to channels that deliver real results
- Full visibility into what works and why
The combination that makes impact
Engagement data alone is powerful — but it becomes truly actionable when combined with channel-level performance data. By tracking impressions and clicks per channel alongside behavioral engagement, we can pinpoint exactly which platforms and placements deliver genuine candidate interest for each position type.
This is the combination that drives continuous improvement. Over time, every campaign makes future campaigns smarter — because every data point contributes to a more accurate picture of where relevant candidates actually are, and how to reach them.