If you’re looking beyond clicks and impressions to evaluate your programmatic campaigns, eCPA (effective Cost Per Action) is the metric to watch. It shows how much you're actually spending to drive meaningful actions—like time on site or visits to key pages—rather than just traffic. Especially valuable for healthcare marketers navigating HIPAA limitations, eCPA offers a smarter, privacy-friendly way to measure campaign efficiency and guide ongoing optimization.

Trying to decide between programmatic advertising or paid social for your next campaign? While paid social offers identity-based targeting and engaging creative formats, programmatic provides broader reach and real-time optimization. This blog breaks down the strengths of each channel and why using both might be the smartest move for your marketing mix.