{"id":22541,"date":"2026-01-26T13:52:08","date_gmt":"2026-01-26T04:52:08","guid":{"rendered":"https:\/\/www.criteo.com\/?p=412922"},"modified":"2026-02-03T18:05:51","modified_gmt":"2026-02-03T09:05:51","slug":"the-marketers-guide-to-campaign-efficiency-how-to-measure-what-really-works","status":"publish","type":"post","link":"https:\/\/www.criteo.com\/kr\/blog\/the-marketers-guide-to-campaign-efficiency-how-to-measure-what-really-works\/","title":{"rendered":"\ub9c8\ucf00\ud130\ub97c \uc704\ud55c \ucea0\ud398\uc778 \uc131\uacfc \uad00\ub9ac \uc2e4\uc804 \uac00\uc774\ub4dc: \uce21\uc815\ubd80\ud130 \ud6a8\uc728\uc131 \ucd5c\uc801\ud654\uae4c\uc9c0"},"content":{"rendered":"<p>\uc81c\ud55c\ub41c \uc608\uc0b0 \uc548\uc5d0\uc11c \ubaa9\ud45c\ub97c \ub2ec\uc131\ud574\uc57c \ud558\uace0, \uc5b4\ub5a4 \ucc44\ub110\uc5d0 \ud22c\uc790\ud574\uc57c \ud560\uc9c0\ub97c \ub193\uace0 \uace0\ubbfc\uc774 \uc774\uc5b4\uc9c0\uba70, \uc774\ud574\uad00\uacc4\uc790\ub4e4\uc740 \ub354 \ub192\uc740 \uc131\uacfc\ub97c \uc694\uad6c\ud569\ub2c8\ub2e4. \uc774\ub7f0 \uc0c1\ud669\uc5d0\uc11c \uad11\uace0 \ud6a8\uacfc\ub97c \uc815\ud655\ud788 \uce21\uc815\ud558\ub294 \uc77c\uc740 \uacb0\ucf54 \uc27d\uc9c0 \uc54a\uc740\ub370\uc694. \uadf8\ub807\ub2e4\uba74 \ucea0\ud398\uc778\uc758 \uc2e4\uc81c \uc131\uacfc\ub294 \uc5b4\ub5bb\uac8c \ud30c\uc545\ud560 \uc218 \uc788\uc744\uae4c\uc694?<\/p>\n<p>\uacb0\ub860\ubd80\ud130 \ub9d0\ud558\uba74, \uc131\uacfc \uce21\uc815\uc5d0 <a href=\"https:\/\/www.criteo.com\/kr\/blog\/ad-budgeting-101-maximize-your-media-spend\/\">\uc2a4\ub9c8\ud2b8\ud55c \uad11\uace0 \uc608\uc0b0 \uc804\ub7b5<\/a>\uc774 \ub354\ud574\uc9c8 \ub54c \uad11\uace0 \ud6a8\uc728\uc744 \uadf9\ub300\ud654\ud560 \uc218 \uc788\uc2b5\ub2c8\ub2e4.<\/p>\n<h2>\ucea0\ud398\uc778 \ud6a8\uc728\uc131, \uc65c \uc774\ub807\uac8c \uce21\uc815\ud558\uae30 \uc5b4\ub824\uc6b8\uae4c\uc694?<\/h2>\n<p>\uc2dc\uc791\uc5d0 \uc55e\uc11c \ud55c \uac00\uc9c0 \uc9da\uace0 \ub118\uc5b4\uac00\uaca0\uc2b5\ub2c8\ub2e4. \ucea0\ud398\uc778 \ud6a8\uc728\uc131 \uce21\uc815\uc740 \ub2e8\uc21c\ud788 \uc5b4\ub835\ub2e4\ub294 \ud45c\ud604\ub9cc\uc73c\ub85c\ub294 \ubd80\uc871\ud560 \ub9cc\ud07c \ubcf5\uc7a1\ud569\ub2c8\ub2e4. \ub370\uc774\ud130\ub294 \uc5ec\ub7ec \uacf3\uc5d0 \ud769\uc5b4\uc838 \uc788\uace0, \ub3d9\uc2dc\uc5d0 \uad00\ub9ac\ud574\uc57c \ud560 KPI\ub294 \ub298\uc5b4\ub098\uba70, \ucc44\ub110\uc740 \uacc4\uc18d\ud574\uc11c \ub2e4\uc591\ud574\uc9c0\uace0 \uc788\uae30 \ub54c\ubb38\uc785\ub2c8\ub2e4<\/p>\n<p>\uc774\ub7f0 \ud658\uacbd\uc5d0\uc11c \ucea0\ud398\uc778 \uacb0\uacfc\ub97c \ud558\ub098\uc758 \uc2ac\ub77c\uc774\ub4dc\uc5d0 \uae54\ub054\ud558\uac8c \uc815\ub9ac\ud558\ub294 \uac83\uc740 \ubb3c\ub860, \uc804\uccb4 \uc131\uacfc\ub97c \ud55c\ub208\uc5d0 \ud30c\uc545\ud560 \uc218 \uc788\ub294 \ud1b5\ud569\ub41c \ub300\uc2dc\ubcf4\ub4dc\ub97c \ud655\ubcf4\ud558\ub294 \uac83\uc870\ucc28 \uc27d\uc9c0 \uc54a\uc2b5\ub2c8\ub2e4. \uc218\ub9ce\uc740 \ub300\uc2dc\ubcf4\ub4dc\ub97c \uc624\uac00\uba70 \u201c\uc9c0\uae08 \uc804\ub7b5\uc774 \ub9de\ub294 \uac78\uae4c?\u201d, \u201c\ubb54\uac00 \uc870\uc815\uc774 \ud544\uc694\ud55c \uac74 \uc544\ub2d0\uae4c?\u201d \uace0\ubbfc\ud574\ubcf8 \uacbd\ud5d8, \ud55c \ubc88\ucbe4\uc740 \uc788\uc73c\uc2e4 \uac81\ub2c8\ub2e4.<\/p>\n<p>\ud558\uc9c0\ub9cc \ubcf5\uc7a1\ud568 \uc18d\uc5d0\uc11c\ub3c4 \uba85\ud655\ud55c \uc778\uc0ac\uc774\ud2b8\ub97c \uc5bb\uc744 \uc218 \uc788\ub294 \ubc29\ubc95\uc740 \ubd84\uba85 \uc874\uc7ac\ud569\ub2c8\ub2e4. \ud06c\ub9ac\ud14c\uc624 \ube14\ub85c\uadf8\uc5d0\uc11c \uc790\uc138\ud55c \ubc29\ubc95\uc744 \ud655\uc778\ud574\ubcf4\uc138\uc694.<\/p>\n<h2>\uc131\uacfc \uc911\uc2ec\uc73c\ub85c \ub2e4\uc2dc \ubcf4\ub294 \ucea0\ud398\uc778 \ud6a8\uc728\uc131<\/h2>\n<p>\ub300\uc2dc\ubcf4\ub4dc\ub97c \ubcf4\uae30 \uc804\uc5d0, \uba3c\uc800 \ucea0\ud398\uc778\uc758 \ubaa9\ud45c\ubd80\ud130 \uba85\ud655\ud788 \ud574\uc57c\ud558\ub294\ub370\uc694. \uc804\ud658\uc744 \ub298\ub9b4 \uac83\uc778\uc9c0, \uc81c\ud488 \ub178\ucd9c \uae30\ud68c\ub97c \ud655\ub300\ud560 \uac83\uc778\uc9c0, \ube0c\ub79c\ub4dc \uc778\uc9c0\ub3c4\ub97c \ub192\uc77c \uac83\uc778\uc9c0. \ucea0\ud398\uc778\uc774 \ucd94\uad6c\ud558\ub294 \ubaa9\ud45c\uc5d0 \ub530\ub77c \ubd10\uc57c \ud560 \uc9c0\ud45c\ub3c4 \ub2ec\ub77c\uc9d1\ub2c8\ub2e4. \ubaa8\ub4e0 \ucea0\ud398\uc778\uc5d0 \uac19\uc740 \uae30\uc900\uc744 \uc801\uc6a9\ud560 \ud544\uc694\ub294 \uc5c6\uc2b5\ub2c8\ub2e4.<\/p>\n<p>\ucea0\ud398\uc778 \ud6a8\uc728\uc131\uc744 \uc81c\ub300\ub85c \uce21\uc815\ud558\ub824\uba74, \ud37c\ub110\uc758 \uac01 \ub2e8\uacc4\uc640 \uadf8\uc5d0 \ub530\ub978 \uc131\uacfc\ub97c \ud568\uaed8 \uc0b4\ud3b4\ubd10\uc57c \ud569\ub2c8\ub2e4.<\/p>\n<ul>\n<li><strong>\uc5b4\ud37c \ud37c\ub110: \ubc1c\uacac (Discovery)<\/strong> \u2013 \uc0c8\ub85c\uc6b4 \uace0\uac1d\uc5d0\uac8c \ub3c4\ub2ec\ud558\uace0 \uc778\uc9c0\ub3c4\ub97c \uad6c\ucd95\ud558\ub294 \ub2e8\uacc4\uc785\ub2c8\ub2e4. \uc774 \ub2e8\uacc4\uc5d0\uc11c\uc758 \ud6a8\uc728\uc131\uc740 \u2018\uc5bc\ub9c8\ub098 \ud6a8\uacfc\uc801\uc73c\ub85c \uad00\uc2ec\uc744 \ub04c\uc5b4\ub0c8\ub294\uac00\u2019\uc5d0 \ub2ec\ub824 \uc788\uc2b5\ub2c8\ub2e4. \ub3c4\ub2ec \ubc94\uc704, \uac00\uc2dc\uc131, \uc601\uc0c1 \uc2dc\uccad \uc644\ub8cc\uc728, \ube0c\ub79c\ub4dc \ub9ac\ud504\ud2b8 \uc9c0\ud45c\uc640 \ud568\uaed8, \uad11\uace0 \ub178\ucd9c \uc774\ud6c4 \uc0ac\uc774\ud2b8 \uccb4\ub958 \uc2dc\uac04\uc774\ub098 \uc2a4\ud06c\ub864 \uae4a\uc774 \uac19\uc740 \ucd08\uae30 \ucc38\uc5ec \uc2e0\ud638\uac00 \uc911\uc694\ud569\ub2c8\ub2e4.<\/li>\n<li><strong>\ubbf8\ub4dc \ud37c\ub110: \uace0\ub824 (Consideration)<\/strong> \u2013 \ud655\ubcf4\ud55c \uc18c\ube44\uc790\uc758 \uad00\uc2ec\uc744 \ud589\ub3d9\uc73c\ub85c \uc774\uc5b4\uac00\uc57c \ud558\ub294 \uad6c\uac04\uc785\ub2c8\ub2e4. \ud074\ub9ad\ub960, \uc0c1\ud488 \ud398\uc774\uc9c0 \uc870\ud68c \uc218, \uc7a5\ubc14\uad6c\ub2c8 \ucd94\uac00, \uc7ac\ubc29\ubb38 \ud69f\uc218, \uc138\uc158 \uc2dc\uac04 \ub4f1\uc774 \uc8fc\uc694 \uc9c0\ud45c\uc785\ub2c8\ub2e4. \ub610\ud55c \uad11\uace0 \uc18c\uc7ac\ub098 \uac8c\uc7ac \uc704\uce58\ubcc4 \ucc38\uc5ec\ub3c4\ub97c \ube44\uad50\ud558\uace0, \uc0ac\uc6a9\uc790\uac00 \uc5ec\ub7ec \uc811\uc810\uc5d0\uc11c \uc5b4\ub5bb\uac8c \uc0c1\ud638\uc791\uc6a9\ud558\ub294\uc9c0\ub3c4 \ud568\uaed8 \ubd84\uc11d\ud574\uc57c \ud569\ub2c8\ub2e4.<\/li>\n<li><strong>\ub85c\uc6b0 \ud37c\ub110: \uc804\ud658 (Conversion)<\/strong> \u2013 \uc2e4\uc81c \ud589\ub3d9\uc774 \ubc1c\uc0dd\ud558\ub294 \ub2e8\uacc4\ub85c, \uad11\uace0 \uc608\uc0b0\uc758 \uc131\uacfc\uac00 \uac00\uc7a5 \ubd84\uba85\ud558\uac8c \ub4dc\ub7ec\ub0a9\ub2c8\ub2e4. \uad11\uace0 \uc218\uc775\ub960(ROAS), \uace0\uac1d \ud655\ubcf4 \ube44\uc6a9(CPA), \uc804\ud658\uc728, \uc99d\ubd84 \ub9e4\ucd9c\ub2f9 \ube44\uc6a9\uc744 \ud1b5\ud574 \uc9c0\ucd9c\uc774 \uc2e4\uc81c \uc131\uacfc\ub85c \uc774\uc5b4\uc9c0\uace0 \uc788\ub294\uc9c0\ub97c \ud655\uc778\ud569\ub2c8\ub2e4. \uc5ec\uae30\uc5d0 \ucd5c\uc2e0\uc131 \ubc0f \ube48\ub3c4 \uc9c0\ud45c, \ucd5c\uc885 \uc811\uc810 \uc131\uacfc, \ub9ac\ud0c0\uac9f\ud305 \ud6a8\uacfc\ub97c \ub354\ud558\uba74 \uc804\ub7b5\uc744 \ub354\uc6b1 \uc815\uad50\ud558\uac8c \ucd5c\uc801\ud654\ud560 \uc218 \uc788\uc2b5\ub2c8\ub2e4. \uc774 \ub2e8\uacc4\uc5d0\uc11c\uc758 \ucea0\ud398\uc778 \ud6a8\uacfc \ubd84\uc11d\uc740 \uace7 \u2018\uc218\uc775\u2019\uc73c\ub85c \uadc0\uacb0\ub418\ubbc0\ub85c, \uc608\uc0b0 \uc5ed\uc2dc \uc774\ub97c \uae30\uc900\uc73c\ub85c \uc6b4\uc601\ub418\uc5b4\uc57c \ud569\ub2c8\ub2e4.<\/li>\n<\/ul>\n<p>\uacb0\uad6d \uc911\uc694\ud55c \uac83\uc740 \ud37c\ub110 \ud750\ub984\uc5d0 \ub9de\ucdb0 \uc131\uacfc \uc9c0\ud45c\ub97c \uc124\uacc4\ud558\ub294 \uac83\uc785\ub2c8\ub2e4. \ucea0\ud398\uc778 \ud6a8\uc728\uc131 \uce21\uc815\uc740 \uc218\uce58\ub97c \ub098\uc5f4\ud558\ub294 \uac83\uc774 \uc544\ub2c8\ub77c, \uac01 \ub2e8\uacc4\uc5d0\uc11c \uc9c4\uc9dc \uc758\ubbf8 \uc788\ub294 \uc131\uacfc\ub97c \uc77d\uc5b4\ub0b4\ub294 \uacfc\uc815\uc785\ub2c8\ub2e4.<\/p>\n<h2>\ubbf8\ub514\uc5b4 \ud488\uc9c8, \ucea0\ud398\uc778 \uc131\uacfc\uc758 \ucd9c\ubc1c\uc810<\/h2>\n<p>\uad11\uace0 \uc608\uc0b0\uc740 \uc5b4\ub5bb\uac8c \ubc30\ubd84\ud558\ub290\ub0d0\uac00 \uc911\uc694\ud569\ub2c8\ub2e4. \ud6a8\uc728\uc131\uc740 \ub2e8\uc21c\ud788 \uc5bc\ub9c8\ub97c \uc4f0\ub290\ub0d0\uac00 \uc544\ub2c8\ub77c, <em>\uc5b4\ub514<\/em>\uc5d0 \uc4f0\ub290\ub0d0\uc5d0 \ub2ec\ub824 \uc788\uae30 \ub54c\ubb38\uc785\ub2c8\ub2e4.<\/p>\n<p>\uad6c\ub9e4 \uc758\ub3c4\uac00 \uc804\ud600 \uc5c6\ub294 \ud658\uacbd\uc5d0 \ud22c\uc790\ud55c\ub2e4\uba74, \ub9ce\uc740 \ube44\uc6a9\uc744 \ub4e4\uc774\uace0\ub3c4 \uae30\ub300\ub9cc\ud07c\uc758 \uc131\uacfc\ub97c \uc5bb\uae30 \uc5b4\ub835\uc2b5\ub2c8\ub2e4. \ubc18\uba74, \ucee4\uba38\uc2a4 \ubbf8\ub514\uc5b4\ucc98\ub7fc \uad6c\ub9e4 \uc758\ub3c4\uac00 \ub192\uc740 \ud658\uacbd\uc5d0\uc11c\uc758 \uace0\ud488\uc9c8 \ubbf8\ub514\uc5b4\ub294 \uad11\uace0\uac00 \ub354 \uc798 \uc8fc\ubaa9\ubc1b\uace0, \uc2e4\uc81c \ud589\ub3d9\uc73c\ub85c \uc774\uc5b4\uc9c8 \uac00\ub2a5\uc131\uc774 \ub354 \ucee4\uc9d1\ub2c8\ub2e4.<\/p>\n<h2>\uce21\uc815 \ubc29\uc2dd\uc744 \uc88c\uc6b0\ud558\ub294 \uc5b4\ud2b8\ub9ac\ubdf0\uc158 \ubaa8\ub378<\/h2>\n<p>\uc5b4\ud2b8\ub9ac\ubdf0\uc158 \ubaa8\ub378\uc740 \ucea0\ud398\uc778 \uc131\uacfc\ub97c \uc5b4\ub5bb\uac8c \ud574\uc11d\ud560\uc9c0, \uadf8\ub9ac\uace0 \uad11\uace0 \uc608\uc0b0\uc744 \uc5b4\ub5bb\uac8c \uc6b4\uc601\ud560\uc9c0\ub97c \uacb0\uc815\uc9d3\ub294 \uc911\uc694\ud55c \uae30\uc900\uc785\ub2c8\ub2e4. \ub9c8\uc9c0\ub9c9 \ud074\ub9ad, \uc120\ud615, \uc2dc\uac04 \uac00\uce58 \uc18c\uba78, \ub370\uc774\ud130 \uae30\ubc18 \ub4f1 \uc5b4\ub5a4 \ubaa8\ub378\uc744 \uc120\ud0dd\ud558\ub290\ub0d0\uc5d0 \ub530\ub77c \uac19\uc740 \uc131\uacfc\ub3c4 \uc804\ud600 \ub2e4\ub974\uac8c \ubcf4\uc77c \uc218 \uc788\uc2b5\ub2c8\ub2e4.<\/p>\n<p>\ub9c8\uc9c0\ub9c9 \ud074\ub9ad \ubaa8\ub378\uc740 \uc804\ud658 \uc9c1\uc804\uc758 \uc811\uc810\uc5d0 \ubb34\uac8c\ub97c \ub450\uae30 \ub54c\ubb38\uc5d0, \ub85c\uc6b0 \ud37c\ub110 \uc804\ub7b5\uc758 \uae30\uc5ec\ub3c4\uac00 \uc2e4\uc81c\ubcf4\ub2e4 \ub192\uac8c \ud3c9\uac00\ub420 \uc218 \uc788\uc2b5\ub2c8\ub2e4. \ubc18\uba74, \uba40\ud2f0 \ud130\uce58(multi-touch) \ubaa8\ub378\uc744 \ud65c\uc6a9\ud558\uba74 \uac01 \uc811\uc810\uc774 \ud37c\ub110 \uc804\ubc18\uc5d0 \uac78\uccd0 \uc5b4\ub5a4 \uc5ed\ud560\uc744 \ud588\ub294\uc9c0 \ubcf4\ub2e4 \uade0\ud615 \uc7a1\ud78c \uc2dc\uac01\uc73c\ub85c \ud30c\uc545\ud560 \uc218 \uc788\uc2b5\ub2c8\ub2e4.<\/p>\n<p>\uacb0\uad6d \uc911\uc694\ud55c \uac83\uc740 \ube44\uc988\ub2c8\uc2a4 \ubaa9\ud45c\uc5d0 \ub9de\ub294 \uc5b4\ud2b8\ub9ac\ubdf0\uc158 \ubaa8\ub378\uc744 \uc120\ud0dd\ud558\ub294 \uac83\uc785\ub2c8\ub2e4. \uadf8\ub798\uc57c \ud2b9\uc815 \ub2e8\uacc4\uc5d0 \uce58\uc6b0\uce58\uc9c0 \uc54a\uace0, \uc804\uccb4 \ud37c\ub110\uc744 \uace0\ub824\ud55c \ubcf4\ub2e4 \ud569\ub9ac\uc801\uc774\uace0 \uc2a4\ub9c8\ud2b8\ud55c \uc758\uc0ac\uacb0\uc815\uc744 \ub0b4\ub9b4 \uc218 \uc788\uc2b5\ub2c8\ub2e4.<\/p>\n<h2>\uc2a4\ub9c8\ud2b8\ud55c \uc131\uacfc \ubd84\uc11d\uc744 \uc9c0\uc6d0\ud558\ub294 \uc720\uc5f0\ud55c \uad11\uace0 \uc194\ub8e8\uc158<\/h2>\n<p>\uc5ec\ub7ec \ud50c\ub7ab\ud3fc\uc5d0 \uac78\uccd0 \uc9c4\ud589\ud558\ub294 \uad11\uace0 \ucea0\ud398\uc778\uc744 \ucd94\uc801\ud558\ub294 \uc77c\uc740 \uacb0\ucf54 \uc27d\uc9c0 \uc54a\uc2b5\ub2c8\ub2e4. \uac01 \ud50c\ub7ab\ud3fc\ub9c8\ub2e4 \ub370\uc774\ud130\ub97c \uc218\uc9d1\ud558\ub294 \ubc29\uc2dd\uc774 \ub2e4\ub974\uace0, \ubaa9\ud45c\uc640 \uc9c0\ud45c \uc5ed\uc2dc \uc81c\uac01\uac01\uc774\uae30 \ub54c\ubb38\uc778\ub370\uc694. \uc774\ub7f4 \ub54c, \uc77c\uad00\ub41c \uce21\uc815 \uae30\uc900\uc744 \ubc14\ud0d5\uc73c\ub85c \uc131\uacfc\ub97c \ube44\uad50\u00b7\ubd84\uc11d\ud560 \uc218 \uc788\ub294 \ub3c4\uad6c(\ud234)\uac00 \uc788\ub2e4\uba74 \ucea0\ud398\uc778 \uc6b4\uc601\uc740 \ud6e8\uc52c \uc26c\uc6cc\uc9d1\ub2c8\ub2e4.<\/p>\n<p>\uadf8\ub798\uc11c \uc720\uc5f0\ud558\uace0 \uc2a4\ub9c8\ud2b8\ud55c \ub9ac\ud3ec\ud305 \uae30\ub2a5\uc774 \uc911\uc694\ud569\ub2c8\ub2e4. \ud06c\ub9ac\ud14c\uc624\uc758 <a href=\"https:\/\/www.criteo.com\/platform\/commerce-growth\/\">\ucee4\uba38\uc2a4 \uadf8\ub85c\uc2a4(Commerce Growth)<\/a> \ud50c\ub7ab\ud3fc\uc740 \ud0c0\uac9f\ud305, \uad11\uace0 \uc18c\uc7ac, \ucd5c\uc801\ud654, \uce21\uc815\uc744 \ud558\ub098\uc758 \ud658\uacbd\uc73c\ub85c \ud1b5\ud569\ud558\uace0, \uc120\ud638\ud558\ub294 \uc5b4\ud2b8\ub9ac\ubdf0\uc158 \ud30c\ud2b8\ub108\uc758 \ub370\uc774\ud130\uae4c\uc9c0 \uc190\uc27d\uac8c \uc5f0\uacb0\ud560 \uc218 \uc788\ub3c4\ub85d \uc124\uacc4\ub418\uc5c8\uc2b5\ub2c8\ub2e4. \ub610\ud55c \uad6c\uae00 \uc560\ub110\ub9ac\ud2f1\uc2a4 4(GA4)\uc640\uc758 \uc9c1\uc811 \uc5f0\ub3d9\uc744 \ud1b5\ud574 \ubcc4\ub3c4\uc758 \uc218\uc791\uc5c5 \uc5c6\uc774\ub3c4 \ucc44\ub110 \uc804\ubc18\uc758 \uc131\uacfc\ub97c \uba85\ud655\ud558\uac8c \ud30c\uc545\ud560 \uc218 \uc788\uc2b5\ub2c8\ub2e4.<\/p>\n<h2>\ucc98\uc74c\ubd80\ud130 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