> For the complete documentation index, see [llms.txt](https://docs.consuldemocracy.org/advanced_communication/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.consuldemocracy.org/advanced_communication/4.-metrics-and-indicators/4.3.-indicators-for-advertising-campaigns.md).

# 4.3. Indicators for advertising campaigns

| <mark style="color:blue;">**Indicator**</mark> | <mark style="color:blue;">**What does it measure**</mark>                                                                                                                                                                         |
| ---------------------------------------------- | --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- |
| Audience or Community size                     | Total number of followers of all social network channels.                                                                                                                                                                         |
| Scope                                          | Number of users who have seen our publications on social networks.                                                                                                                                                                |
| Impressions                                    | Number of times that users saw the tweets posted on Twitter or the images published on Instagram.                                                                                                                                 |
| Frequency                                      | Number of pieces (posts, tweets, images, tec.) Published on social media channels.                                                                                                                                                |
| Traffic to the web                             | Measure the activity on the web of participation of users who come from social  networks:  unique  users,  page views, time of permanence, bounce rate, etc., who have accessed the website of participation from social channels |
| Influence                                      | Influence index (eg Klout)                                                                                                                                                                                                        |
| Engagement                                     | Measure the degree to which users interact with each of our social network profiles (number of comments, number of retweets, number of likes, number of favorites, etc.)                                                          |