Ad analytics or advertising analytics refers to the process of quantifying impressions, clicks and conversions that digital ads generate. It is the art of evaluating digital advertising effectiveness and performances.
For online merchants and for advertisers seeking online conversions, the goal of ad analytics is mainly to see if an ad ends in a sale or in a conversion. On the subject see conversion attribution. For branding campaigns different digital ad metrics can be used.
Ad analytics term is especially used for digital advertising due to measurement abilities of the digital media and by analogy with web analytics. It can also be sometimes used for "traditional" offline media.