An approach to evaluation of digital data in public health campaigns.

Unlabelled: Mass media campaigns for public health often rely heavily on digital media and advertising tools that are customarily the domain of marketing professionals and primarily used for commercial purposes. Digital campaigns also generate a myriad of metrics, which can pose both a challenge and opportunity for scientists wishing to leverage these data for research and evaluation.

Objective: The aim of this article is to provide practical guidance for the evaluation of paid media campaigns, with a focus on analyzing digital data generated directly by the campaign.