Measuring the Effectiveness of Online Advertising: A Systematic Literature Review

Abstract

This study investigates the measurement of online advertising effectiveness through a Systematic Literature Review (SLR) of research published between 2018 and 2020. The rapid growth of digital platforms has shifted evaluation from traditional exposure-based metrics toward engagement-driven indicators such as click-through rates, conversions, and consumer interaction. Findings reveal three dominant themes: engagement metrics remain central in capturing advertising effectiveness; personalization and targeting strategies enhance short-term outcomes but raise concerns over privacy and trust; and platform specific characteristics shape outcomes, with interactive formats on social media outperforming static ads. While controlled experiments and behavioral data provide valuable insights, challenges like endogeneity and selection bias call for more robust causal designs. The review concludes that online advertising effectiveness requires a multidimensional approach integrating engagement, platform context, and methodological rigor, while future research should address ethical concerns and consider both short- and long-term brand effects.