This is a great article on how to combine display advertising with direct response for best results. Display to create brand awareness and direct to generate sales. Althpugh this is directed at authors, the startegy can be universal.
In this post I am listing the 21 metrics to measure the success of your display advertising. Most of these are also applicable, with some variation, to other forms of advertising such as Paid Search, Social Media Ads, Print and email.
View-through conversion tracking provides additional information related to the value of your Ad Exchange ads. This feature provides a measure of the number of online conversions that happened within 30 days after a user saw, but did not click, an Ad Exchange ad. View-through conversions are tracked via a cookie that is placed on a user's computer; conversions are reported only for Ad Exchange ads that run on Ad Exchange sites.