Abstract: A system and method defining advertiser's objectives and measure performance of various components of a marketing engagement along those objectives to drive actions. One may measure the performance of different audience groups being exposed to the said campaign or may measure the performance of different publishers who participate in the campaign. The measures can be used in audit, evaluation, and investment decision making among others. Input datasets, computes several relevant metrics such as the IF-level population and the latent conversion rate among others are processed for evaluation, and the result are delivered in a designated way. The method further provides various outputs on demand, and it may provide a conversion-fountain graph separating conversions due to random audience behaviors and due to impact of advertising. It provides an I2 plane that categorizes publishers or audience groups among others and suggests future marketing decision with respect to their past conversion performance.