Look at multiple data points, not just one or two. For example, typically the standard benchmark is click-through rate (CTR). Within political advertising, Google estimates the industry standard CTR at .06%. What we reiterate to customers is that CTR isn’t everything. Take a holistic approach to your campaign strategy. For example, branding yourself to your voters is incredibly important — if a voter looked at your ad and didn’t click on it, there is still value there. Other data points to review: Are you getting more referrals or visits to your website? Are they signing up for your newsletter? Donating to your campaign? Spending a lot of time? Are users visiting multiple pages? and so on.