{"id":296060,"date":"2025-09-04T09:17:00","date_gmt":"2025-09-04T01:17:00","guid":{"rendered":"https:\/\/www.adnex.com.tw\/blog\/?p=296060"},"modified":"2025-09-04T10:24:07","modified_gmt":"2025-09-04T02:24:07","slug":"media-agency","status":"publish","type":"post","link":"https:\/\/www.adnex.com.tw\/blog\/ads-trends\/media-agency\/","title":{"rendered":"\u4ec0\u9ebc\u662f\u5a92\u9ad4\u4ee3\u7406\u5546\uff1f4\u500b\u5a92\u9ad4\u4ee3\u7406\u5546\u512a\u9ede\u4f60\u4e0d\u53ef\u4e0d\u77e5\uff01"},"content":{"rendered":"\n<p><span id=\"docs-internal-guid-b5c65e39-7fff-ad6d-34f5-628385896820\" style=\"white-space: normal;\"><span style=\"font-size: 11pt; font-family: &quot;Microsoft JhengHei&quot;; font-variant-ligatures: normal; font-variant-alternates: normal; font-variant-numeric: normal; font-variant-east-asian: normal; font-variant-position: normal; vertical-align: baseline; white-space: pre-wrap;\">\u5728\u6578\u4f4d\u5ee3\u544a\u7248\u5716\u77ac\u606f\u842c\u8b8a\u7684\u4eca\u5929\uff0c\u5a92\u9ad4\u7248\u4f4d\u591a\u3001\u6f14\u7b97\u6cd5\u66f4\u5feb\uff0c\u4f01\u696d\u82e5\u9760\u5167\u90e8\u6478\u7d22\uff0c\u5e38\u5728\u6210\u672c\u8207\u6210\u6548\u9593\u62c9\u626f\u3002\u5a92\u9ad4\u4ee3\u7406\u5546\u6b63\u662f\u89e3\u984c\u95dc\u9375\uff1b\u4ee5\u6578\u64da\u3001\u5275\u610f\u8207\u63a1\u8cb7\u80fd\u529b\uff0c\u66ff\u54c1\u724c\u6574\u5408\u6295\u653e\u3001\u653e\u5927ROI\u3002\u672c\u6587\u5c07\u7528\u6dfa\u986f\u65b9\u5f0f\u8aaa\u660e\u300c\u4ec0\u9ebc\u662f\u5a92\u9ad4\u4ee3\u7406\u5546\u300d\uff0c\u4e26\u6574\u74064\u500b\u4f60\u4e0d\u53ef\u4e0d\u77e5\u7684\u6838\u5fc3\u512a\u9ede\uff0c\u5e6b\u4f60\u5c11\u8d70\u51a4\u6789\u8def\u3001\u628a\u9810\u7b97\u82b1\u5728\u5200\u53e3\u4e0a\u3002<\/span><\/span><\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_80 counter-hierarchy ez-toc-counter ez-toc-transparent ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a08f6bbe7b38\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a08f6bbe7b38\"  aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.adnex.com.tw\/blog\/ads-trends\/media-agency\/#%E4%B8%80%E3%80%81%E4%BB%80%E9%BA%BC%E6%98%AF%E5%AA%92%E9%AB%94%E4%BB%A3%E7%90%86%E5%95%86%EF%BC%9F\" >\u4e00\u3001\u4ec0\u9ebc\u662f\u5a92\u9ad4\u4ee3\u7406\u5546\uff1f<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.adnex.com.tw\/blog\/ads-trends\/media-agency\/#%E4%BA%8C%E3%80%81%E5%AA%92%E9%AB%94%E4%BB%A3%E7%90%86%E5%95%86%E7%9A%84%E6%9C%8D%E5%8B%99%E5%85%A7%E5%AE%B9\" >\u4e8c\u3001\u5a92\u9ad4\u4ee3\u7406\u5546\u7684\u670d\u52d9\u5167\u5bb9<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.adnex.com.tw\/blog\/ads-trends\/media-agency\/#%E4%B8%89%E3%80%814%E5%80%8B%E5%AA%92%E9%AB%94%E4%BB%A3%E7%90%86%E5%95%86%E7%9A%84%E5%84%AA%E9%BB%9E\" >\u4e09\u30014\u500b\u5a92\u9ad4\u4ee3\u7406\u5546\u7684\u512a\u9ede<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.adnex.com.tw\/blog\/ads-trends\/media-agency\/#%E5%9B%9B%E3%80%81%E5%82%B3%E7%B5%B1%E5%AA%92%E9%AB%94%E4%BB%A3%E7%90%86_vs_%E6%95%B8%E4%BD%8D%E5%AA%92%E9%AB%94%E4%BB%A3%E7%90%86_vs_%E5%85%A8%E5%AA%92%E9%AB%94%E4%BB%A3%E7%90%86\" >\u56db\u3001\u50b3\u7d71\u5a92\u9ad4\u4ee3\u7406 vs. \u6578\u4f4d\u5a92\u9ad4\u4ee3\u7406 vs. \u5168\u5a92\u9ad4\u4ee3\u7406<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.adnex.com.tw\/blog\/ads-trends\/media-agency\/#%E4%BA%94%E3%80%81%E5%A6%82%E4%BD%95%E6%8C%91%E9%81%B8%E9%81%A9%E5%90%88%E7%9A%84%E5%AA%92%E9%AB%94%E4%BB%A3%E7%90%86%E5%95%86\" >\u4e94\u3001\u5982\u4f55\u6311\u9078\u9069\u5408\u7684\u5a92\u9ad4\u4ee3\u7406\u5546<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.adnex.com.tw\/blog\/ads-trends\/media-agency\/#%E5%85%AD%E3%80%81%E5%B8%82%E5%A0%B4%E4%B8%8A%E7%9A%84%E5%AA%92%E9%AB%94%E4%BB%A3%E7%90%86%E5%95%86\" >\u516d\u3001\u5e02\u5834\u4e0a\u7684\u5a92\u9ad4\u4ee3\u7406\u5546<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.adnex.com.tw\/blog\/ads-trends\/media-agency\/#%E4%B8%83%E3%80%81%E5%A6%82%E4%BD%95%E8%A9%95%E4%BC%B0%E5%AA%92%E9%AB%94%E4%BB%A3%E7%90%86%E5%95%86%E7%9A%84%E8%A1%A8%E7%8F%BE\" >\u4e03\u3001\u5982\u4f55\u8a55\u4f30\u5a92\u9ad4\u4ee3\u7406\u5546\u7684\u8868\u73fe<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.adnex.com.tw\/blog\/ads-trends\/media-agency\/#%E5%85%AB%E3%80%81%E5%B8%B8%E8%A6%8B%E5%95%8F%E9%A1%8CFAQ\" >\u516b\u3001\u5e38\u898b\u554f\u984cFAQ<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.adnex.com.tw\/blog\/ads-trends\/media-agency\/#%E4%B9%9D%E3%80%81%E8%88%87ADNEX%E8%81%AF%E6%89%8B%E5%89%B5%E9%80%A0%E6%96%B0%E7%9A%84%E6%95%B8%E4%BD%8D%E6%99%82%E4%BB%A3\" >\u4e5d\u3001\u8207ADNEX\u806f\u624b\u5275\u9020\u65b0\u7684\u6578\u4f4d\u6642\u4ee3<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"%E4%B8%80%E3%80%81%E4%BB%80%E9%BA%BC%E6%98%AF%E5%AA%92%E9%AB%94%E4%BB%A3%E7%90%86%E5%95%86%EF%BC%9F\"><\/span><strong>\u4e00\u3001\u4ec0\u9ebc\u662f\u5a92\u9ad4\u4ee3\u7406\u5546\uff1f<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>\u5a92\u9ad4\u4ee3\u7406\u5546\u662f\u4ee3\u8868\u5ee3\u544a\u4e3b\u5728\u7dda\u4e0a\u53ca\u7dda\u4e0b\u7684\u5404\u985e\u5a92\u9ad4\u63d0\u4f9b\u5a92\u9ad4\u7b56\u7565\u3001\u63a1\u8cb7\u53ca\u6295\u653e\u3001\u512a\u5316\u8207\u6210\u6548\u7684\u5c08\u696d\u5718\u968a\u3002\u5176\u6838\u5fc3\u50f9\u503c\u5728\u65bc\u6df1\u5165\u5206\u6790\u5a92\u9ad4\u5e02\u5834\uff0c\u5354\u52a9\u5ba2\u6236\u9078\u64c7\u5408\u9069\u7684\u5a92\u9ad4\u5e73\u53f0\uff0c\u76ee\u6a19\u662f\u5728\u9810\u7b97\u53ef\u63a7\u4e0b\uff0c\u70ba\u54c1\u724c\u62ff\u5230\u66f4\u9ad8\u7684\u89f8\u53ca\u3001\u8f49\u63db\u8207ROAS\u3002<\/p>\n\n\n\n<p>\u5a92\u9ad4\u4ee3\u7406\u5546\u7684\u670d\u52d9\u7bc4\u570d\u5ee3\u6cdb\uff0c\u4e0d\u50c5\u9650\u65bc\u5a92\u9ad4\u6295\u653e\uff0c\u66f4\u6db5\u84cb\u4e86\u5168\u9762\u7684\u884c\u92b7\u7b56\u7565\u3002<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u64ec\u5b9a\u5a92\u9ad4\u7b56\u7565\uff1a<\/strong>\u4f9d\u76ee\u6a19\u53ca\u9810\u7b97\uff0c\u9078\u64c7\u901a\u8def\uff08\u5982 Google\u3001Meta\u3001\u7a0b\u5f0f\u5316\u3001\u5f71\u97f3\u3001\u6236\u5916\u7b49\uff09\uff0c\u8a2d\u5b9a KPI \u8207\u9810\u7b97\u5206\u914d\u3002<\/li>\n\n\n\n<li><strong>\u5a92\u9ad4\u63a1\u8cfc\u8207\u8ac7\u5224\uff1a<\/strong>\u898f\u5283\u51fa\u50f9\u8207\u6a94\u671f\u3001\u8ac7\u4fdd\u8b49\u7248\u4f4d\u8207\u52a0\u503c\u8cc7\u6e90\uff0c\u5584\u7528\u7a0b\u5e8f\u5316\u63a1\u8cb7\u653e\u5927\u6548\u7387\u3002<\/li>\n\n\n\n<li><strong>\u8ffd\u8e64\u8207\u6578\u64da\u6cbb\u7406\uff1a<\/strong>\u5efa\u7acb\u50cf\u7d20\u8207\u8f49\u63db\u4e8b\u4ef6\u3001\u8a2d\u8a08\u6b78\u56e0\u908f\u8f2f\u3001\u5efa\u5100\u8868\u677f\uff0c\u78ba\u4fdd\u8cc7\u6599\u53ef\u88ab\u6c7a\u7b56\u3002<\/li>\n\n\n\n<li><strong>\u6295\u653e\u8207\u6301\u7e8c\u512a\u5316\uff1a<\/strong>A\/B\u6e2c\u8a66\u7d20\u6750\u8207\u53d7\u773e\u3001\u8abf\u6574\u51fa\u50f9\u8207\u983b\u6b21\u3001\u63a7\u7ba1\u54c1\u724c\u5b89\u5168\u8207\u9632\u5ee3\u544a\u8a50\u6b3a\u3002<\/li>\n\n\n\n<li><strong>\u6210\u6548\u5831\u544a\u8207\u6d1e\u5bdf\uff1a<\/strong>\u5b9a\u671f\u8f38\u51fa\u5468\u5831\u6216\u6708\u5831\uff0c\u63d0\u4f9b\u6d1e\u5bdf\u8207\u4e0b\u4e00\u6b65\u512a\u5316\u5efa\u8b70\uff0c\u9023\u52d5\u4e0b\u4e00\u5b63\u8a08\u756b\u3002<\/li>\n<\/ul>\n\n\n\n<p>\u6210\u719f\u7684\u5a92\u9ad4\u4ee3\u7406\u5546\u4e5f\u6703\u4e32\u63a5\u6574\u5408\u884c\u92b7\uff0c\u8207\u5275\u610f\u5167\u5bb9\u5718\u968a\u5354\u4f5c\u7d20\u6750\u6e2c\u8a66\u3001\u898f\u5283\u5168\u901a\u8def\u6f0f\u6597\u3001\u9023\u52d5 CRM\u3001MarTech\uff0c\u8b93\u5a92\u9ad4\u6295\u653e\u6210\u70ba\u53ef\u8907\u88fd\u7684\u6210\u9577\u5f15\u64ce\u3002<\/p>\n\n\n\n<p>\u5f9e19\u4e16\u7d00\u7684\u5831\u7d19\u5ee3\u544a\u523020\u4e16\u7d00\u7684\u5ee3\u64ad\u96fb\u8996\uff0c\u518d\u523021\u4e16\u7d00\u7684\u6578\u4f4d\u8207\u7a0b\u5e8f\u5316\u63a1\u8cb7\uff0c\u5a92\u9ad4\u4ee3\u7406\u5546\u5df2\u5f9e\u4ee3\u8cb7\u7248\u4f4d\u9032\u5316\u70ba\u4ee5\u6578\u64da\u9a45\u52d5\u7684\u6210\u6548\u8207\u589e\u9577\u9867\u554f\uff0c\u64c5\u9577\u5728\u788e\u7247\u5316\u901a\u8def\u4e2d\u6574\u5408\u8cc7\u6e90\u3001\u653e\u5927\u6295\u8cc7\u5831\u916c\u3002<\/p>\n\n\n\n<p>\u5982\u4eca\u5f9e\u5831\u7d19\u3001\u5ee3\u64ad\u3001\u96fb\u8996\u5230\u6578\u4f4d\u8207\u7a0b\u5e8f\u5316\uff0c \u5a92\u9ad4\u7248\u5716\u8d8a\u4f86\u8d8a\u788e\u7247\u5316\u3002\u54c1\u724c\u82e5\u5168\u9760\u5167\u90e8\u6478\u7d22\uff0c\u5e38\u8017\u5728\u5b78\u7fd2\u6210\u672c\u8207\u8a66\u932f\u6642\u9593\u3002\u5a92\u9ad4\u4ee3\u7406\u5546\u7684\u50f9\u503c\uff0c\u6b63\u5728\u65bc\u628a\u5206\u6563\u7684\u901a\u8def\u8207\u6578\u64da\u6574\u5408\u6210\u4e00\u5f35\u6e05\u695a\u7684\u6210\u9577\u85cd\u5716\u3002<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"%E4%BA%8C%E3%80%81%E5%AA%92%E9%AB%94%E4%BB%A3%E7%90%86%E5%95%86%E7%9A%84%E6%9C%8D%E5%8B%99%E5%85%A7%E5%AE%B9\"><\/span><br><strong>\u4e8c\u3001\u5a92\u9ad4\u4ee3\u7406\u5546\u7684\u670d\u52d9\u5167\u5bb9<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>\u5a92\u9ad4\u4ee3\u7406\u5546\u7684\u670d\u52d9\u4ee5\u76ee\u6a19\u5c0e\u5411\u7684\u5a92\u9ad4\u7ba1\u7406\u70ba\u6838\u5fc3\uff0c\u5167\u5bb9\u6db5\u84cb\u4e86\u7b56\u7565\u898f\u5283\u3001\u5ee3\u544a\u6295\u653e\u7ba1\u7406\u3001\u6578\u64da\u6cbb\u7406\u3001\u5a92\u9ad4\u95dc\u4fc2\u7ba1\u7406\u548c\u6210\u6548\u512a\u5316\u7b49\u591a\u500b\u65b9\u9762\uff0c\u90e8\u5206\u516c\u53f8\u4ea6\u63d0\u4f9b\u5275\u610f\u5354\u4f5c\u6216\u8f15\u91cf\u7d20\u6750\u88fd\u4f5c\uff1b\u65e8\u5728\u5354\u52a9\u5ee3\u544a\u4e3b\u6709\u6548\u9054\u6210\u54c1\u724c\u5ba3\u50b3\u548c\u5e02\u5834\u63a8\u5ee3\u76ee\u6a19\u3002<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>\u5a92\u9ad4\u7b56\u7565\u898f\u5283\uff1a<\/strong><strong><br><\/strong>\u7bc4\u570d\uff1a\u91d0\u6e05\u5546\u696d\u8207\u884c\u92b7\u76ee\u6a19\u3001\u8a2d\u5b9aKPI\u8207\u53d7\u773e\u3001\u898f\u5283\u901a\u8def\u7d44\u5408\uff08\u5982\u641c\u5c0b\u3001\u793e\u7fa4\u3001\u5f71\u97f3\u3001\u7a0b\u5e8f\u5316\u3001\u6236\u5916\u7b49\uff09\u3001\u9810\u7b97\u8207\u6a94\u671f\u914d\u7f6e\u3002<\/li>\n<\/ol>\n\n\n\n<p>\u4ea4\u4ed8\u7269\uff1a\u5a92\u9ad4\u8a08\u756b\u66f8\uff08Channel Mix\/KPI\/Budget\uff09\u3001\u6642\u7a0b\u898f\u5283\u3001\u7d20\u6750\u898f\u683c\u6e05\u55ae\u3002<\/p>\n\n\n\n<ol start=\"2\" class=\"wp-block-list\">\n<li><strong>\u5a92\u9ad4\u63a1\u8cfc\u8207\u6295\u653e\u7ba1\u7406\uff1a<\/strong><strong><br><\/strong>\u7bc4\u570d\uff1a\u8207\u5e73\u53f0\u3001\u5a92\u9ad4\u6d3d\u8ac7\u6a94\u671f\u8207\u8cc7\u6e90\u3001\u5ee3\u544a\u5e33\u6236\u8a2d\u5b9a\u8207\u7dad\u904b\u3001\u983b\u6b21\u8207\u51fa\u50f9\u63a7\u7ba1\u3001\u54c1\u724c\u5b89\u5168\u8207\u53cd\u5ee3\u544a\u8a50\u6b3a\u3002<\/li>\n<\/ol>\n\n\n\n<p>\u4ea4\u4ed8\u7269\uff1a\u63a1\u8cb7\u8207\u6a94\u671f\u8868\u3001\u6295\u653e\u8a2d\u5b9a\u6587\u4ef6\u3001\u9031\u671f\u6027\u6210\u6548\u5feb\u5831\u3002<\/p>\n\n\n\n<ol start=\"3\" class=\"wp-block-list\">\n<li><strong>\u8ffd\u8e64\u8207\u6578\u64da\u6cbb\u7406\uff1a<\/strong><\/li>\n<\/ol>\n\n\n\n<p>\u7bc4\u570d\uff1a\u8ffd\u8e64\u78bc\u5b89\u88dd\u3001\u8f49\u63db\u4e8b\u4ef6\u5b9a\u7fa9\u3001\u6b78\u56e0\u908f\u8f2f\u8a2d\u8a08\u3001\u8cc7\u6599\u54c1\u8cea\u6aa2\u6838\u3001\u5100\u8868\u677f\u5efa\u7acb\u3002<\/p>\n\n\n\n<p>\u4ea4\u4ed8\u7269\uff1aTracking Plan\u3001\u8cc7\u6599\u5b57\u5178\u3001\u5373\u6642\/\u9031\/\u6708\u5831\u8868\u5b58\u53d6\u3002<\/p>\n\n\n\n<ol start=\"4\" class=\"wp-block-list\">\n<li><strong>\u6301\u7e8c\u512a\u5316\u8207\u5be6\u9a57\uff1a<\/strong><\/li>\n<\/ol>\n\n\n\n<p>\u7bc4\u570d\uff1a\u53d7\u773e\u3001\u7d20\u6750\u3001\u8457\u9678\u9801\u8207\u51fa\u50f9\u7b56\u7565\u7684A\/B\u6e2c\u8a66\uff1b\u4f9d\u6f0f\u6597\u7bc0\u9ede\u9032\u884c\u512a\u5316\uff1b\u9810\u7b97\u8207\u983b\u6b21\u52d5\u614b\u8abf\u6574\u3002<\/p>\n\n\n\n<p>\u4ea4\u4ed8\u7269\uff1a\u6e2c\u8a66\u8a2d\u8a08\u8207\u7d50\u679c\u5831\u544a\u3001\u512a\u5316\u6e05\u55ae\u8207\u4e0b\u4e00\u6b65\u5efa\u8b70\u3002<\/p>\n\n\n\n<p>\u5e38\u7528\u6307\u6a19\uff1aCTR\u3001CVR\u3001CPA\u3001CPL\u3001ROAS\u3001Reach\u3001Frequency\u3002<\/p>\n\n\n\n<ol start=\"5\" class=\"wp-block-list\">\n<li><strong>\u5275\u610f\u88fd\u4f5c\u548c\u5a92\u9ad4\u512a\u5316\uff1a<\/strong><\/li>\n<\/ol>\n\n\n\n<p>\u7bc4\u570d\uff1a\u7d20\u6750\u898f\u683c\u5efa\u8b70\u3001\u8a0a\u606f\u8207\u7248\u4f4d\u9069\u914d\u3001\u5ee3\u544a\u6587\u6848\u8207\u8996\u89ba\u4e4b\u5be6\u9a57\u6027\u88fd\u4f5c\u8207\u9a57\u8b49\u3002<\/p>\n\n\n\n<p>\u4ea4\u4ed8\u7269\uff1a\u7d20\u6750\u5efa\u8b70\u6e05\u55ae\u3001\u6e2c\u8a66\u7248\u7d20\u6750\u3001\u7248\u4f4d\u2014\u8a0a\u606f\u5c0d\u61c9\u8868\u3002<\/p>\n\n\n\n<ol start=\"6\" class=\"wp-block-list\">\n<li><strong>\u6210\u6548\u5831\u544a\u8207\u6d1e\u5bdf\uff1a<\/strong><\/li>\n<\/ol>\n\n\n\n<p>\u7bc4\u570d\uff1a\u8de8\u901a\u8def\u532f\u7e3d\u3001KPI\u9054\u6210\u5ea6\u6aa2\u8996\u3001\u5b78\u7fd2\u91cd\u9ede\u6574\u7406\u3001\u4e0b\u671f\u6295\u653e\u5efa\u8b70\u8207Roadmap\u3002<\/p>\n\n\n\n<p>\u4ea4\u4ed8\u7269\uff1a\u6708\/\u5b63\u5831\u3001\u8de8\u901a\u8defKPI\u7e3d\u8868\u3001\u6d1e\u5bdf\u8207\u884c\u52d5\u6e05\u55ae\u3002<\/p>\n\n\n\n<p>\u7576\u7136\uff0c\u4ee5\u4e0a\u670d\u52d9\u5167\u5bb9\u50c5\u70ba\u591a\u6578\u5a92\u9ad4\u4ee3\u7406\u5546\u7684\u5171\u901a\u7bc4\u7587\u3002\u7531\u65bc\u6bcf\u5bb6\u4ee3\u7406\u5546\u7684\u5c08\u9577\u548c\u670d\u52d9\u9805\u76ee\u5404\u6709\u4e0d\u540c\uff0c\u82e5\u8981\u505a\u51fa\u6700\u4f73\u9078\u64c7\uff0c\u4ecd\u9700\u5c0d\u500b\u5225\u4ee3\u7406\u5546\u9032\u884c\u6df1\u5165\u4e86\u89e3\uff0c\u624d\u80fd\u627e\u5230\u6700\u7b26\u5408\u81ea\u8eab\u9700\u6c42\u7684\u5408\u4f5c\u5925\u4f34\u3002<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"683\" height=\"1024\" src=\"https:\/\/www.adnex.com.tw\/blog\/wp-content\/uploads\/2025\/09\/image-683x1024.jpg\" alt=\"\" class=\"wp-image-296066\" srcset=\"https:\/\/www.adnex.com.tw\/blog\/wp-content\/uploads\/2025\/09\/image-683x1024.jpg 683w, https:\/\/www.adnex.com.tw\/blog\/wp-content\/uploads\/2025\/09\/image-200x300.jpg 200w, https:\/\/www.adnex.com.tw\/blog\/wp-content\/uploads\/2025\/09\/image-768x1152.jpg 768w, https:\/\/www.adnex.com.tw\/blog\/wp-content\/uploads\/2025\/09\/image.jpg 1024w\" sizes=\"(max-width: 683px) 100vw, 683px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"%E4%B8%89%E3%80%814%E5%80%8B%E5%AA%92%E9%AB%94%E4%BB%A3%E7%90%86%E5%95%86%E7%9A%84%E5%84%AA%E9%BB%9E\"><\/span><strong>\u4e09\u30014\u500b\u5a92\u9ad4\u4ee3\u7406\u5546\u7684\u512a\u9ede<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1024\" height=\"819\" src=\"https:\/\/www.adnex.com.tw\/blog\/wp-content\/uploads\/2025\/09\/image.png\" alt=\"\" class=\"wp-image-296078\" srcset=\"https:\/\/www.adnex.com.tw\/blog\/wp-content\/uploads\/2025\/09\/image.png 1024w, https:\/\/www.adnex.com.tw\/blog\/wp-content\/uploads\/2025\/09\/image-300x240.png 300w, https:\/\/www.adnex.com.tw\/blog\/wp-content\/uploads\/2025\/09\/image-768x614.png 768w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>\u5c08\u696d\u77e5\u8b58\u8207\u8de8\u7522\u696d\u7d93\u9a57\uff1a<\/strong><strong><br><\/strong>\u5927\u591a\u6578\u7684\u5a92\u9ad4\u4ee3\u7406\u5546\u90fd\u719f\u6089\u591a\u5e73\u53f0\u898f\u5247\u8207\u63a1\u8cb7\u6a21\u578b\uff08\u5982 tROAS\/tCPA\u3001\u7a0b\u5e8f\u5316\u51fa\u50f9\uff09\u3001\u53d7\u773e\u5206\u5c64\u8207\u6f0f\u6597\u7b56\u7565\uff0c\u80fd\u4ee5\u65e2\u6709\u7684SOP\u8207\u6700\u4f73\u5be6\u52d9\u7e2e\u77ed\u5b78\u7fd2\u671f\u3001\u964d\u4f4e\u8a66\u932f\u6210\u672c\uff0c\u80fd\u5920\u70ba\u4f01\u696d\u53ca\u54c1\u724c\u66f4\u5feb\u9054\u5230\u7a69\u5b9a\u6295\u653e\u8207\u53ef\u9810\u6e2c\u6210\u6548\u3002<\/li>\n\n\n\n<li><strong>\u6578\u64da\u5206\u6790\u8207\u5e02\u5834\u6d1e\u5bdf\uff1a<\/strong><strong><br><\/strong>\u5a92\u9ad4\u4ee3\u7406\u5546\u901a\u5e38\u6703\u63d0\u4f9b\u5168\u9762\u7684\u6578\u64da\u5206\u6790\u548c\u5831\u544a\u670d\u52d9\uff0c\u5efa\u7acb\u8ffd\u8e64\u8207\u6b78\u56e0\u6846\u67b6\uff08\u50cf\u7d20\u8a2d\u5b9a\u3001\u8f49\u63db\u4e8b\u4ef6\u3001\u8cc7\u6599\u54c1\u8cea\u63a7\u7ba1\uff09\uff0c\u63d0\u4f9b\u5373\u6642\u5100\u8868\u677f\u8207\u9031\/\u6708\u5831\uff1b\u9032\u884c\u7af6\u54c1\u76e3\u6e2c\u3001\u53d7\u773e\u7814\u7a76\u3001\u589e\u91cf\u6e2c\u8a66\uff08Lift\/Incrementality\uff09\u3001\u77ed\u4e2d\u9577\u671f\u8861\u91cf\uff08MTA\/MMM\uff09\u3002\u5354\u52a9\u54c1\u724c\u5c07\u6e20\u9053\u3001\u53d7\u773e\u8207\u5275\u610f\u7684\u5f71\u97ff\u62c6\u89e3\u6e05\u695a\uff0c\u6307\u5c0e\u9810\u7b97\u8abf\u6574\u8207\u4e0b\u4e00\u6b65\u512a\u5316\u3002<\/li>\n\n\n\n<li><strong>\u6642\u9593\u8207\u6210\u672c\u964d\u4f4e\uff0c\u6548\u7387\u63d0\u5347\uff1a<\/strong><strong><br><\/strong>\u5a92\u9ad4\u4ee3\u7406\u5546\u4ee5\u5c08\u696d\u5206\u5de5\u8207\u6d41\u7a0b\u5316\u57f7\u884c\u7e2e\u77ed\u4e0a\u7dda\u6642\u9593\uff1b\u904b\u7528\u5de5\u5177\u8207\u63a1\u8cb7\u91cf\u9ad4\uff08DSP\u3001\u7b2c\u4e09\u65b9\u9a57\u8b49\u3001\u54c1\u724c\u5b89\u5168\u5957\u4ef6\uff09\u63d0\u5347\u63a1\u8cb7\u6548\u7387\u8207\u900f\u660e\u5ea6\u3002\u53ef\u4ee5\u5e6b\u52a9\u54c1\u724c\u964d\u4f4e\u5167\u90e8\u7dad\u904b\u8ca0\u64d4\u8207\u5de5\u5177\u6388\u6b0a\u6210\u672c\uff0c\u8b93\u5718\u968a\u805a\u7126\u7522\u54c1\u8207\u6210\u9577\u3002<\/li>\n\n\n\n<li><strong>\u98a8\u96aa\u5206\u64d4\u8207\u4fdd\u969c\uff1a<\/strong><strong><br><\/strong>\u5a92\u9ad4\u4ee3\u7406\u5546\u7684\u901a\u8def\u7d44\u5408\u8207\u983b\u6b21\u63a7\u7ba1\u964d\u4f4e\u55ae\u4e00\u5e73\u53f0\u4f9d\u8cf4\uff1b\u54c1\u724c\u5b89\u5168\u8207\u53cd\u5ee3\u544a\u8a50\u6b3a\uff08Viewability\u3001IVT\u6514\u622a\u3001\u9ed1\u767d\u540d\u55ae\u3001\u7b2c\u4e09\u65b9\u9a57\u8b49\uff09\uff1b\u5408\u898f\u8207\u98a8\u96aa\u61c9\u8b8a\uff08\u96b1\u79c1\u6cd5\u898f\u3001Cookie \u8b8a\u52d5\uff09\u3002\u4e0d\u50c5\u53ef\u4ee5\u517c\u9867\u6210\u6548\u8207\u54c1\u724c\u8cc7\u7522\uff0c\u964d\u4f4e\u7121\u6548\u66dd\u5149\u8207\u7570\u5e38\u640d\u5931\u3002\u66f4\u80fd\u900f\u904e\u5176\u5c08\u696d\u898b\u89e3\uff0c\u4ee5\u66f4\u4f4e\u7684\u6210\u672c\u5275\u9020\u6700\u5927\u7684\u6548\u76ca\u3002<\/li>\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"%E5%9B%9B%E3%80%81%E5%82%B3%E7%B5%B1%E5%AA%92%E9%AB%94%E4%BB%A3%E7%90%86_vs_%E6%95%B8%E4%BD%8D%E5%AA%92%E9%AB%94%E4%BB%A3%E7%90%86_vs_%E5%85%A8%E5%AA%92%E9%AB%94%E4%BB%A3%E7%90%86\"><\/span><strong>\u56db\u3001\u50b3\u7d71\u5a92\u9ad4\u4ee3\u7406 vs. \u6578\u4f4d\u5a92\u9ad4\u4ee3\u7406 vs. \u5168\u5a92\u9ad4\u4ee3\u7406<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>\u5ee3\u544a\u7522\u696d\u7684\u6f14\u8b8a\uff0c\u5f9e\u904e\u53bb\u7684\u96fb\u8996\u3001\u96fb\u53f0\u7b49\u55ae\u5411\u50b3\u64ad\u8d70\u5230\u793e\u7fa4\u3001\u77ed\u5f71\u97f3\u8207\u7a0b\u5e8f\u5316\u6295\u653e\uff0c\u518d\u5230\u8de8\u901a\u8def\u6574\u5408\u3002\u5c0d\u61c9\u5230\u4ee3\u7406\u5546\u578b\u614b\uff0c\u53ef\u5206\u70ba\u50b3\u7d71\u5a92\u9ad4\u4ee3\u7406\u3001\u6578\u4f4d\u5a92\u9ad4\u4ee3\u7406\u3001\u5168\u5a92\u9ad4\u4ee3\u7406\u3002<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>\ud83d\udcfa\u50b3\u7d71\u5a92\u9ad4\u4ee3\u7406\uff08TV\/Radio\/Print\/OOH\uff09<\/strong><\/h3>\n\n\n\n<p>\u5b9a\u7fa9\uff1a\u5c08\u6ce8\u50b3\u7d71\u5a92\u9ad4\u898f\u5283\u8207\u63a1\u8cb7\uff0c\u5305\u542b\u96fb\u8996\u3001\u96fb\u53f0\u3001\u5831\u7ae0\u96dc\u8a8c\u3001\u6236\u5916\u770b\u677f\u7b49\u3002\u9069\u7528\u5168\u570b\u6027\u54c1\u724c\u8072\u91cf\u3001\u91cd\u5927\u6a94\u671f\/\u7bc0\u6176\u3001\u9700\u8981\u9ad8\u6b0a\u5a01\u80cc\u66f8\u8207\u5927\u898f\u6a21\u8986\u84cb\u3001\u5e74\u9577\u6216\u7dda\u4e0b\u65cf\u7fa4\u3002<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">\u512a\u52e2\uff1a<\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u5ee3\u6cdb\u8986\u84cb\uff1a\u77ed\u6642\u9593\u89f8\u53ca\u5927\u91cf\u53d7\u773e\uff0c\u64f4\u6563\u529b\u5f37\u3002<\/li>\n\n\n\n<li>\u9ad8\u4fe1\u4efb\u5ea6\uff1a\u5a92\u9ad4\u516c\u4fe1\u529b\u5f37\uff0c\u80fd\u63d0\u5347\u54c1\u724c\u53ef\u4fe1\u5ea6\u3002<\/li>\n\n\n\n<li>\u8b70\u50f9\u8cc7\u6e90\uff1a\u7d2f\u7a4d\u7248\u4f4d\u8cc7\u6e90\u8207\u6a94\u671f\u5354\u8abf\u80fd\u529b\uff0c\u53ef\u722d\u53d6\u512a\u8cea\u6642\u6bb5\u8207\u52a0\u503c\u3002<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\">\u7f3a\u9ede\uff1a<\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u53ef\u8861\u91cf\u6027\u76f8\u5c0d\u4e0d\u8db3\uff1a\u591a\u4f9d\u6536\u8996\/\u5230\u9054\u7b49\u9593\u63a5\u6307\u6a19\uff0c\u7d30\u7bc0\u884c\u70ba\u96e3\u8ffd\u3002<\/li>\n\n\n\n<li>\u5f48\u6027\u8f03\u4f4e\uff1a\u9700\u63d0\u524d\u9810\u8a02\uff0c\u6295\u653e\u671f\u9593\u8abf\u6574\u7a7a\u9593\u6709\u9650\u3002<\/li>\n\n\n\n<li>\u55ae\u4f4d\u6210\u672c\u8f03\u9ad8\uff1a\u9ec3\u91d1\u6642\u6bb5\u8207\u982d\u7248\u7248\u4f4d\u6210\u672c\u9580\u6abb\u9ad8\u3002<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>\ud83d\udcbb\u6578\u4f4d\u5a92\u9ad4\u4ee3\u7406\uff08Search\/Social\/Programmatic\uff09<\/strong><\/h3>\n\n\n\n<p>\u5b9a\u7fa9\uff1a\u5c08\u6ce8\u7dda\u4e0a\u6295\u653e\u8207\u512a\u5316\uff0c\u6db5\u84cb\u793e\u7fa4\u3001\u641c\u5c0b\u3001\u5c55\u793a\/\u5f71\u97f3\u3001EDM 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class=\"wp-block-list\">\n<li>\u5e73\u53f0\u4f9d\u8cf4\uff1a\u6f14\u7b97\u6cd5\u8207\u653f\u7b56\u8b8a\u52d5\u5f71\u97ff\u6210\u6548\u8207\u6210\u672c\u3002<\/li>\n\n\n\n<li>\u7af6\u722d\u6fc0\u70c8\uff1a\u5ee3\u544a\u75b2\u52de\u8207\u51fa\u50f9\u58d3\u529b\u9ad8\uff0c\u9700\u6301\u7e8c\u5275\u610f\u8207\u512a\u5316\u3002<\/li>\n\n\n\n<li>\u6578\u64da\u57fa\u790e\u9700\u6c42\uff1a\u9700\u5b8c\u5584\u8ffd\u8e64\u8207\u8cc7\u6599\u6cbb\u7406\uff0c\u65b9\u80fd\u9a45\u52d5\u6c7a\u7b56\u3002<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>\ud83c\udf10\u5168\u5a92\u9ad4\u4ee3\u7406\uff08Integrated\/360\u00b0\uff09<\/strong><\/h3>\n\n\n\n<p>\u5b9a\u7fa9\uff1a\u540c\u6642\u6574\u5408\u50b3\u7d71\u8207\u6578\u4f4d\u5a92\u9ad4\uff0c\u63d0\u4f9b\u8de8\u901a\u8def\u898f\u5283\u3001\u63a1\u8cb7\u8207\u8861\u91cf\u3002\u9069\u7528\u5927\u578b\u4e0a\u5e02\u3001\u54c1\u724c\u6539\u9020\u3001\u5168\u6f0f\u6597\uff08\u8a8d\u77e5\u3001\u8003\u616e\u3001\u8f49\u63db\uff09\u898f\u5283\u3001\u8de8\u5340\u57df\u6216\u8de8\u570b\u4f48\u5c40\u3002<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">\u512a\u9ede\uff1a<\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u4e00\u7ad9\u5f0f\u6574\u5408\uff1a\u8a0a\u606f\u8207\u7bc0\u594f\u4e00\u81f4\uff0c\u6e1b\u5c11\u65b7\u9ede\u8207\u5167\u8017\u3002<\/li>\n\n\n\n<li>\u8cc7\u6e90\u6700\u4f73\u5316\uff1a\u53ef\u4f9d\u6578\u64da\u5728\u901a\u8def\u9593\u9748\u6d3b\u632a\u79fb\u9810\u7b97\uff0c\u517c\u9867\u5ee3\u5ea6\u8207\u6df1\u5ea6\u3002<\/li>\n\n\n\n<li>\u5168\u8c8c\u8861\u91cf\uff1a\u7d71\u6574\u591a\u6e90\u6578\u64da\uff0c\u9023\u52d5\u77ed\u4e2d\u9577\u671f\u6210\u6548\u6aa2\u8996\u3002<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\">\u7f3a\u9ede\uff1a<\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u6210\u672c\u8f03\u9ad8\uff1a\u670d\u52d9\u7bc4\u570d\u5ee3\u3001\u5354\u4f5c\u8907\u96dc\uff0c\u7ba1\u7406\u6210\u672c\u4e0a\u5347\u3002<\/li>\n\n\n\n<li>\u5c08\u696d\u6df1\u5ea6\u5dee\u7570\uff1a\u9762\u9762\u4ff1\u5230\u4e0d\u7b49\u65bc\u6bcf\u9762\u6700\u5f37\uff0c\u55ae\u4e00\u901a\u8def\u6df1\u5ea6\u9700\u67e5\u8b49\u3002<\/li>\n\n\n\n<li>\u6e9d\u901a\u8207\u5c08\u6848\u8907\u96dc\u5ea6\u9ad8\uff1a\u8de8\u5718\u968a\u5354\u4f5c\u589e\u52a0\u6d41\u7a0b\u8207\u5c0d\u9f4a\u6210\u672c\u3002<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td><strong>\u7279\u6027<\/strong><\/td><td><strong>\ud83d\udcfa\u50b3\u7d71\u5a92\u9ad4\u4ee3\u7406<\/strong><\/td><td><strong>\ud83d\udcbb\u6578\u4f4d\u5a92\u9ad4\u4ee3\u7406<\/strong><\/td><td><strong>\ud83c\udf10\u5168\u5a92\u9ad4\u4ee3\u7406<\/strong><\/td><\/tr><tr><td><strong>\u4e3b\u8981\u5a92\u9ad4<\/strong><\/td><td>\u96fb\u8996\u3001\u96fb\u53f0\u3001\u5831\u7d19\u3001\u5ee3\u544a\u520a\u7248<\/td><td>\u641c\u5c0b\u5f15\u64ce\u3001\u793e\u7fa4\u5a92\u9ad4\u3001\u54c1\u724c\u5b98\u7db2<\/td><td>\u50b3\u7d71\u5a92\u9ad4+\u6578\u4f4d\u5a92\u9ad4<\/td><\/tr><tr><td><strong>\u670d\u52d9\u7bc4\u570d<\/strong><\/td><td>\u50b3\u7d71\u5a92\u9ad4\u898f\u5283\u8207\u8cfc\u8cb7<\/td><td>\u6578\u4f4d\u5ee3\u544a\u6295\u653e\u3001SEO\u3001\u5167\u5bb9\u884c\u92b7<\/td><td>\u6574\u5408\u6027\u7684\u5168\u65b9\u4f4d\u670d\u52d9<\/td><\/tr><tr><td><strong>\u6578\u64da\u8ffd\u8e64<\/strong><\/td><td>\u8f03\u4e0d\u7cbe\u6e96\uff08\u6536\u8996\u7387\u3001\u767c\u884c\u91cf\uff09<\/td><td>\u9ad8\u5ea6\u7cbe\u6e96\uff08\u9ede\u64ca\u3001\u8f49\u63db\u7387\uff09<\/td><td>\u517c\u5177\u50b3\u7d71\u6307\u6a19\uff0b\u6578\u4f4d\u6210\u6548<\/td><\/tr><tr><td><strong>\u76ee\u6a19\u53d7\u773e<\/strong><\/td><td>\u5927\u773e\u5e02\u5834\uff0c\u5e74\u9577\u65cf\u7fa4\u3001\u7dda\u4e0b\u6e9d\u901a\u3001\u5ee3\u6cdb\u8986\u84cb<\/td><td>\u7cbe\u6e96\u5206\u773e\u3001\u884c\u70ba\u8207\u8208\u8da3\u6295\u653e\uff0c\u4ee5\u8f49\u63db\u5c0e\u5411\uff08\u96fb\u5546\uff09<\/td><td>\u591a\u5e02\u5834\u3001\u8de8\u65cf\u7fa4\u8986\u84cb<\/td><\/tr><tr><td><strong>\u9069\u5408\u5c0d\u8c61<\/strong><\/td><td>\u5927\u54c1\u724c\u3001\u65b0\u54c1\u4e0a\u5e02\uff0c\u9700\u8981\u5feb\u901f\u8072\u91cf<\/td><td>\u96fb\u5546\u3001App\u3001\u4e2d\u5c0f\u4f01\u696d\uff0c\u8ffd\u6c42 ROI \u8207\u7cbe\u6e96\u884c\u92b7<\/td><td>\u8de8\u570b\u4f01\u696d\u3001\u5927\u578b\u96f6\u552e\uff0c\uff0c\u9700\u8981\u9577\u671f\u7b56\u7565\u8207\u5168\u901a\u8def\u6574\u5408<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"662\" src=\"https:\/\/www.adnex.com.tw\/blog\/wp-content\/uploads\/2025\/09\/image-1-1024x662.jpg\" alt=\"\" class=\"wp-image-296086\" srcset=\"https:\/\/www.adnex.com.tw\/blog\/wp-content\/uploads\/2025\/09\/image-1-1024x662.jpg 1024w, https:\/\/www.adnex.com.tw\/blog\/wp-content\/uploads\/2025\/09\/image-1-300x194.jpg 300w, https:\/\/www.adnex.com.tw\/blog\/wp-content\/uploads\/2025\/09\/image-1-768x496.jpg 768w, https:\/\/www.adnex.com.tw\/blog\/wp-content\/uploads\/2025\/09\/image-1-1536x993.jpg 1536w, https:\/\/www.adnex.com.tw\/blog\/wp-content\/uploads\/2025\/09\/image-1-1200x776.jpg 1200w, https:\/\/www.adnex.com.tw\/blog\/wp-content\/uploads\/2025\/09\/image-1.jpg 1600w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"%E4%BA%94%E3%80%81%E5%A6%82%E4%BD%95%E6%8C%91%E9%81%B8%E9%81%A9%E5%90%88%E7%9A%84%E5%AA%92%E9%AB%94%E4%BB%A3%E7%90%86%E5%95%86\"><\/span><strong>\u4e94\u3001\u5982\u4f55\u6311\u9078\u9069\u5408\u7684\u5a92\u9ad4\u4ee3\u7406\u5546<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>\u8207\u5a92\u9ad4\u4ee3\u7406\u5546\u5408\u4f5c\u6709\u8a31\u591a\u597d\u8655\uff0c\u800c\u8a72\u5982\u4f55\u6311\u9078\u9069\u5408\u7684\u5a92\u9ad4\u4ee3\u7406\u5546\u5c0d\u65bc\u4f01\u696d\u7684\u5e02\u5834\u63a8\u5ee3\u6d3b\u52d5\u81f3\u95dc\u91cd\u8981\u3002\u4ee5\u4e0b\u662f\u4e00\u4e9b\u95dc\u9375\u8003\u616e\u56e0\u7d20\uff0c\u53ef\u4ee5\u5e6b\u52a9\u4f01\u696d\u627e\u5230\u9069\u5408\u7684\u5408\u4f5c\u5925\u4f34\uff01<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u76ee\u6a19\uff1a\u54c1\u724c\u8a8d\u77e5\/\u5c0e\u6d41\/\u540d\u55ae\/\u6210\u4ea4<\/li>\n\n\n\n<li>\u9810\u7b97\uff1a\u6708\/\u5b63\u9810\u7b97\u5340\u9593\u8207\u5f48\u6027<\/li>\n\n\n\n<li>\u6642\u7a0b\uff1a\u4e0a\u7dda\u6642\u9ede\u3001\u6a94\u671f\u7bc0\u594f\u3001\u95dc\u9375\u91cc\u7a0b\u7891<\/li>\n\n\n\n<li>\u8861\u91cf\uff1a\u4e3b\u8981\u8207\u6b21\u8981 KPI\u3001\u6b78\u56e0\u65b9\u5f0f\u3001\u5831\u8868\u983b\u7387\u8207\u683c\u5f0f\u3002<\/li>\n<\/ul>\n\n\n\n<p>\u8a55\u4f30\u7684\u56db\u5927\u9762\u5411\uff1a<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u5c08\u696d\u77e5\u8b58\u8207\u7522\u696d\u7d93\u9a57\uff1a<\/strong><strong><br><\/strong>\u662f\u5426\u6709\u76f8\u8fd1\u7522\u696d\u8207\u76ee\u6a19\u7684\u6210\u529f\u6848\u4f8b\uff0c\u63d0\u4f9bKPI\u8207\u4f5c\u6cd5\u3001\u5718\u968a\u914d\u7f6e\u8207\u5e74\u8cc7\uff0c\u5982\u7b56\u7565\u3001\u6295\u653e\u3001\u6578\u64da\u5404\u81ea\u8ca0\u8cac\u7684\u4eba\u54e1\u3002<\/li>\n\n\n\n<li><strong>\u670d\u52d9\u7bc4\u7587\u8207\u57f7\u884c\u80fd\u529b\uff1a<\/strong><strong><br><\/strong>\u662f\u5426\u5177\u6709\u8986\u84cb\u7b56\u7565\u3001\u63a1\u8cb7\u8207\u8ac7\u5224\u3001\u6295\u653e\u7ba1\u7406\u3001\u54c1\u724c\u5b89\u5168\u3001\u53cd\u5ee3\u544a\u8a50\u6b3a\uff1b\u4ee5\u53ca\u5c08\u6848\u6d41\u7a0b\u8207\uff0c\u5982\u56de\u8986\u6642\u6548\u3001\u7570\u5e38\u901a\u5831\u6a5f\u5236\u7b49\u3002<\/li>\n\n\n\n<li><strong>\u6578\u64da\u6d1e\u5bdf\u548c\u5831\u544a\u5206\u6790\uff1a<\/strong><strong><br><\/strong>\u5305\u62ec\u8ffd\u8e64\u8207\u6b78\u56e0\u65b9\u6cd5\uff0c\u5982\u50cf\u7d20\u8a2d\u8a08\u3001\u4e8b\u4ef6\u5b9a\u7fa9\u3001\u8cc7\u6599\u54c1\u8cea\u63a7\u7ba1\uff1b\u8207\u5831\u8868\u6a23\u5f0f\u793a\u4f8b\u3002<\/li>\n\n\n\n<li><strong>\u6210\u672c\u900f\u660e\u5ea6\u8207\u5408\u7d04\u689d\u6b3e\uff1a<\/strong><strong><br><\/strong>\u8a08\u8cbb\u6a21\u5f0f\u662f\u63a1\u53d6\u9867\u554f\u8cbb\u3001\u50ad\u91d1\u3001\u5c08\u6848\u6216\u662f\u7e3e\u6548\u734e\u91d1\u7b49\u3002\u9084\u6709\u7248\u4f4d\u8207\u56de\u994b\u7684\u8655\u7406\u539f\u5247\u3001\u8cc7\u6599\u6240\u6709\u6b0a\u3001\u89e3\u7d04\u8207\u4ea4\u63a5\u689d\u6b3e\u3002<\/li>\n<\/ul>\n\n\n\n<p>\u6311\u9078\u9069\u5408\u7684\u5a92\u9ad4\u4ee3\u7406\u5546\u9700\u7d9c\u5408\u8003\u91cf\u5176\u5c08\u696d\u80fd\u529b\u3001\u670d\u52d9\u7bc4\u570d\u3001\u5a92\u9ad4\u8cc7\u6e90\u6574\u5408\u3001\u6578\u64da\u5206\u6790\u7b49\u56e0\u7d20\uff0c\u800c\u5404\u8981\u7d20\u4e4b\u9593\u7684\u91cd\u8981\u6027\uff0c\u5247\u53d6\u6c7a\u65bc\u4f01\u696d\u81ea\u8eab\u7684\u512a\u5148\u9806\u5e8f\u3002\u552f\u6709\u627e\u5230\u80fd\u7cbe\u6e96\u5951\u5408\u9700\u6c42\u7684\u5408\u4f5c\u5925\u4f34\uff0c\u624d\u80fd\u5920\u767c\u63ee\u5e02\u5834\u63a8\u5ee3\u6d3b\u52d5\u7684\u6700\u5927\u6f5b\u529b\u3002<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"%E5%85%AD%E3%80%81%E5%B8%82%E5%A0%B4%E4%B8%8A%E7%9A%84%E5%AA%92%E9%AB%94%E4%BB%A3%E7%90%86%E5%95%86\"><\/span><strong>\u516d\u3001\u5e02\u5834\u4e0a\u7684\u5a92\u9ad4\u4ee3\u7406\u5546<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>\u5728\u53f0\u7063\u7af6\u722d\u6fc0\u70c8\u7684\u884c\u92b7\u5e02\u5834\u4e2d\uff0c\u4e0d\u540c\u578b\u614b\u7684\u4ee3\u7406\u5546\u5404\u6709\u5c08\u9577\u3002\u4ee5\u4e0b\u4ecb\u7d39\u56db\u5bb6\u5728\u50b3\u7d71\u3001\u6578\u4f4d\u53ca\u5168\u5a92\u9ad4\u9818\u57df\u8868\u73fe\u5353\u8d8a\u7684\u4ee3\u7406\u5546\uff0c\u5e6b\u52a9\u4f01\u696d\u7cbe\u6e96\u5236\u5b9a\u884c\u92b7\u7b56\u7565\u3002<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>ADNEX<\/strong><\/h3>\n\n\n\n<p>ADNEX\u662f\u4e00\u9593\u4ee5\u6578\u64da\u9a45\u52d5\u70ba\u6838\u5fc3\u7684\u65b0\u4e16\u4ee3\u6574\u5408\u5a92\u9ad4\u8207\u6210\u9577\u89e3\u6c7a\u65b9\u6848\u4f9b\u61c9\u5546\uff1b\u63d0\u4f9b\u5168\u901a\u8def\u5a92\u9ad4\u6574\u5408\u3001\u6578\u64da\u6574\u5408\u8207\u6210\u6548\u8ffd\u8e64\u7b49\u670d\u52d9\u3002\u5176\u6838\u5fc3\u512a\u52e2\u5728\u65bc\u6578\u64da\u6574\u5408\u8207\u6df1\u5ea6\u5206\u6790\uff0c\u900f\u904eGA4\u7b49\u5de5\u5177\u9032\u884c\u5373\u6642\u6210\u6548\u8ffd\u8e64\uff0c\u78ba\u4fdd\u884c\u92b7\u6d3b\u52d5\u7684\u6bcf\u4e00\u6b65\u90fd\u80fd\u7cbe\u6e96\u6c7a\u7b56\u3002\u670d\u52d9\u7bc4\u7587\u6db5\u84cb\u5168\u5a92\u9ad4\u6574\u5408\uff0c\u5305\u62ecKOL\/KOC\u5f71\u97ff\u529b\u884c\u92b7\u3001\u53e3\u7891\u884c\u92b7\u8207\u5ee3\u544a\u6295\u653e\u3002\u8207\u570b\u969b\u578b\u4ee3\u7406\u5546\u76f8\u6bd4\uff0cADNEX\u66f4\u5177\u5099\u672c\u571f\u5316\u5e02\u5834\u6d1e\u5bdf\u8207\u7b56\u7565\u8abf\u6574\u5f48\u6027\uff0c\u80fd\u70ba\u5ba2\u6236\u63d0\u4f9b\u66f4\u8cbc\u8fd1\u5728\u5730\u9700\u6c42\u3001\u66f4\u5177\u5ba2\u88fd\u5316\u7684\u884c\u92b7\u89e3\u6c7a\u65b9\u6848\uff0c\u6709\u6548\u4e32\u63a5\u8072\u91cf\u8207\u8f49\u63db\u3002<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>\u5b89\u5e03\u601d\u6c9b\uff08iProspect Taiwan\uff09<\/strong><\/h3>\n\n\n\n<p>\u5168\u7403\u6578\u4f4d\u884c\u92b7\u4ee3\u7406\u5546 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class=\"wp-block-heading\"><strong>\u5967\u7f8e\uff08Ogilvy Taiwan\uff09<\/strong><\/h3>\n\n\n\n<p>\u5967\u7f8e\u662f\u570b\u969b\u7d1a\u6574\u5408\u884c\u92b7\u50b3\u64ad\u96c6\u5718\uff0c\u53f0\u7063\u64da\u9ede\u63d0\u4f9b\u5ee3\u544a\u3001\u516c\u95dc\u8207\u9867\u5ba2\u9ad4\u9a57\u7b49\u591a\u5143\u670d\u52d9\uff0c\u64c5\u9577\u4ee5\u6574\u9ad4\u54c1\u724c\u7b56\u7565\u9023\u52d5\u591a\u6e20\u9053\u6e9d\u901a\u8207\u5275\u610f\u5be6\u4f5c\uff0c\u5c07\u6df1\u523b\u7684\u54c1\u724c\u601d\u7dad\uff0c\u8de8\u5e73\u53f0\u61c9\u7528\u65bc\u50b3\u7d71\u5a92\u9ad4\u3001\u6578\u4f4d\u5a92\u9ad4\u3001\u516c\u95dc\u8207\u793e\u7fa4\u5a92\u9ad4\u7b49\u591a\u91cd\u50b3\u64ad\u7ba1\u9053\u3002\u4ed6\u5011\u81f4\u529b\u65bc\u5354\u52a9\u5ba2\u6236\u6253\u9020\u6df1\u690d\u4eba\u5fc3\u7684\u54c1\u724c\u5f62\u8c61\uff0c\u4e26\u8207\u6d88\u8cbb\u8005\u5efa\u7acb\u5f37\u70c8\u7684\u60c5\u611f\u9023\u7d50\uff0c\u5f9e\u800c\u5275\u9020\u9577\u671f\u7684\u54c1\u724c\u50f9\u503c\u3002<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>\u806f\u5ee3\u50b3\u64ad\u96c6\u5718\/\u806f\u5ee3\u5ee3\u544a<\/strong><\/h3>\n\n\n\n<p>\u806f\u5ee3\u662f\u53f0\u7063\u672c\u571f\u6307\u6a19\u6027\u7684\u50b3\u64ad\u96c6\u5718\uff0c\u9577\u671f\u6df1\u8015\u53f0\u7063\u5e02\u5834\uff0c\u670d\u52d9\u7bc4\u570d\u6db5\u84cb\u5ee3\u544a\u884c\u92b7\u3001\u5167\u5bb9\u8207\u6578\u4f4d\u793e\u7fa4\u3001\u516c\u95dc\u6d3b\u52d5\u3001\u5a92\u9ad4\u63a1\u8cb7\u8207\u6578\u64da\u5206\u6790\u7b49\uff1b\u65d7\u4e0b\u4ea6\u6709\u591a\u5bb6\u95dc\u806f\u516c\u53f8\u63d0\u4f9b\u6574\u5408\u670d\u52d9\u3002\u7279\u5225\u9069\u5408\u9700\u8981\u5efa\u7acb\u5ee3\u6cdb\u54c1\u724c\u77e5\u540d\u5ea6\uff0c\u6216\u76ee\u6a19\u5ba2\u7fa4\u70ba\u5e74\u9577\u65cf\u7fa4\u7684\u5ba2\u6236\u3002\u4ed6\u5011\u80fd\u7cbe\u6e96\u904b\u7528\u50b3\u7d71\u5a92\u9ad4\u8cc7\u6e90\uff0c\u5354\u52a9\u54c1\u724c\u5feb\u901f\u4e14\u6709\u6548\u5730\u89f8\u53ca\u76ee\u6a19\u53d7\u773e\uff0c\u9054\u6210\u54c1\u724c\u8072\u91cf\u8207\u5e02\u5834\u6ef2\u900f\u7684\u96d9\u91cd\u76ee\u6a19\u3002<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"%E4%B8%83%E3%80%81%E5%A6%82%E4%BD%95%E8%A9%95%E4%BC%B0%E5%AA%92%E9%AB%94%E4%BB%A3%E7%90%86%E5%95%86%E7%9A%84%E8%A1%A8%E7%8F%BE\"><\/span><strong>\u4e03\u3001\u5982\u4f55\u8a55\u4f30\u5a92\u9ad4\u4ee3\u7406\u5546\u7684\u8868\u73fe<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>\u8a55\u4f30\u4e0d\u53ea\u770b\u6210\u679c\u6578\u5b57\uff0c\u9084\u8981\u6aa2\u8996\u7b56\u7565\u908f\u8f2f\u8207\u670d\u52d9\u54c1\u8cea\uff0c\u5efa\u8b70\u53c3\u8003\u4ee5\u4e0b\u5e7e\u500b\u8a55\u4f30\u6846\u67b6\u8207\u7bc4\u4f8b\u6307\u6a19\u3002<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">\ud83d\udcc8\u6210\u6548\u6307\u6a19\uff08Performance\uff09<\/h3>\n\n\n\n<p>\u5148\u78ba\u8a8d\u8ffd\u8e64\u8207\u6b78\u56e0\u8a2d\u5b9a\u6b63\u78ba\uff0c\u518d\u6aa2\u8996\u6578\u64da\uff1b\u6240\u6709\u6307\u6a19\u7686\u9700\u6709\u76ee\u6a19\u503c\u3001\u5340\u9593\u3001\u53e3\u5f91\u5b9a\u7fa9\u3002<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>\u5a92\u9ad4\u6295\u653e\uff08\u4ed8\u8cbb\u6d41\u91cf\uff09\uff1a\u9664\u4e86\u95dc\u6ce8\u5ee3\u544a\u6295\u8cc7\u5831\u916c\u7387\uff08ROAS\uff09\u8207CPA\uff08\u6bcf\u6b21\u8f49\u63db\uff09\u3001CPL\uff08\u540d\u55ae\u6210\u672c\uff09\uff0c\u78ba\u4fdd\u5ee3\u544a\u71df\u6536\u8207\u8f49\u63db\u5408\u7406\uff0c\u66f4\u61c9\u7559\u610fCVR\uff08\u8f49\u63db\u7387\uff09\u3001CTR\uff08\u9ede\u64ca\u7387\uff09\u3001CPC\uff08\u9ede\u64ca\u6210\u672c\uff09\u3001CPM\uff08\u5343\u6b21\u66dd\u5149\u6210\u672c\uff09\u7b49\u6307\u6a19\uff0c\u5168\u9762\u6aa2\u8996\u5a92\u9ad4\u6210\u6548\u662f\u5426\u9054\u5230\u9810\u671f\u3002<\/li>\n\n\n\n<li>\u5167\u5bb9\u8207\u793e\u7fa4\uff08\u81ea\u6709\u6216\u8d0a\u52a9\u5167\u5bb9\uff09\uff1a\u53ef\u900f\u904e\u4e92\u52d5\u7387\u3001\u5206\u4eab\u6b21\u6578\u3001\u6536\u85cf\u6b21\u6578\u3001\u7db2\u7ad9\u505c\u7559\u6642\u9593\u3001\u54c1\u724c\u641c\u5c0b\u91cf\u8b8a\u5316\u7b49\u6307\u6a19\u8a55\u4f30\u5167\u5bb9\u5c0d\u53d7\u773e\u7684\u5438\u5f15\u529b\u3002<\/li>\n\n\n\n<li>\u8861\u91cf\u8207\u8cc7\u6599\u54c1\u8cea\uff1a\u8ffd\u8e64\u50cf\u7d20\u6216\u4e8b\u4ef6\u7684\u8986\u84cb\u7387\u662f\u5426\u6b63\u78ba\u4e14\u7a69\u5b9a\uff0c\u4ee5\u53ca\u6b78\u56e0\u6a21\u578b\u8207\u53e3\u5f91\u3001\u66f4\u65b0\u983b\u7387\u7b49\u6307\u6a19\u3002<\/li>\n<\/ol>\n\n\n\n<h3 class=\"wp-block-heading\">\ud83e\udde0\u7b56\u7565\u8207\u898f\u5283\u80fd\u529b\uff08Strategy\uff09<\/h3>\n\n\n\n<ol class=\"wp-block-list\">\n<li>\u5b8c\u6574\u6027\uff1a\u662f\u5426\u6709\u6e05\u695a\u7684Channel Mix\u3001KPI 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src=\"https:\/\/www.adnex.com.tw\/blog\/wp-content\/uploads\/2025\/09\/image-1-1-1024x576.jpg\" alt=\"\" class=\"wp-image-296096\" srcset=\"https:\/\/www.adnex.com.tw\/blog\/wp-content\/uploads\/2025\/09\/image-1-1-1024x576.jpg 1024w, https:\/\/www.adnex.com.tw\/blog\/wp-content\/uploads\/2025\/09\/image-1-1-300x169.jpg 300w, https:\/\/www.adnex.com.tw\/blog\/wp-content\/uploads\/2025\/09\/image-1-1-768x432.jpg 768w, https:\/\/www.adnex.com.tw\/blog\/wp-content\/uploads\/2025\/09\/image-1-1-1536x864.jpg 1536w, https:\/\/www.adnex.com.tw\/blog\/wp-content\/uploads\/2025\/09\/image-1-1-1200x675.jpg 1200w, https:\/\/www.adnex.com.tw\/blog\/wp-content\/uploads\/2025\/09\/image-1-1.jpg 1600w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"%E5%85%AB%E3%80%81%E5%B8%B8%E8%A6%8B%E5%95%8F%E9%A1%8CFAQ\"><\/span><strong>\u516b\u3001\u5e38\u898b\u554f\u984cFAQ<\/strong><span 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