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Resource Library
2020 Census Evaluation: Investigating Digital Advertising and Online Self-Response
2020 Census Evaluation: Investigating Digital Advertising and Online Self-Response
The purpose of the Investigating Digital Advertising and Online Self-Response report is to evaluate the role of digital advertising in directing respondents to complete the census online. This was done by using the 2020 Census’s Internet Self Response (ISR) instrument’s referral paradata, which can describe how each respondent navigated to the ISR.
This report describes how respondents navigated to the ISR, including which types of advertisements directed more respondents to the ISR, whether the rate at which advertisements are clicked or the rate at which responses are referred differ between different types of advertisements, and whether targeted advertisements were able to reach their target audience.
The results of the research presented in this report provide insight into how respondents came to the ISR and highlight the useful role that mailed material sent from the Census Bureau, online search results, and paid advertising had in directing respondents to the online self-response option. The results describing how people chose to navigate to the ISR may assist communication planning for 2030.
Other EAE Reports
2020 Census Evaluation: 2020 Census Tracking Survey Overview
This evaluation's goal was to track public sentiment upon 2020 Census participation and examine how attitudes and perceptions change during the outreach period.
2020 Census Operational Assessment Report: Post-Enumeration Survey Coverage Measurement Design and Estimation
This assessment report presents the key results, conclusions, and recommendations from the 2020 PES Coverage Measurement Design and Estimation Operation.
2020 Census Operational Assessment Report: Island Areas Censuses
This operational assessment report presents the key results, conclusions, and recommendations from the 2020 Island Areas Censuses operation.
2020 Census Nonresponse Followup Operational Assessment Report
This executive summary focuses on the key results, conclusions, and recommendations from the 2020 Nonresponse Followup OA Report.
2020 Census Operational Assessment Report: Non-ID Processing
This assessment report presents the results of the Non-Identification (Non-ID) Processing operation conducted during the 2020 Census.
2020 PES Final Housing Unit Followup Operational Assessment
The 2020 Final Housing Unit Followup (FHUFU) was the last field operation of the PES and consisted of FHUFU production and FHUFU quality control (QC).
Optimization of Self-Response in the 2020 Census Experiment
This experiment sought to understand the net impacts of the Optimizing Self-Response (OSR) innovation area in the 2020 Census.
2020 Census Federally Affiliated Count Overseas Operational Assessment
The purpose of this operational assessment is to document the results and challenges of implementing the operation for historical and informational purposes.
2020 PES Initial Housing Unit Followup Operational Assessment Report
This assessment documents the results of the 2020 Census PES Initial Housing Unit Followup operation and recommendations for future PES operations.
2020 PES Initial Housing Unit Matching Operational Assessment Report
This assessment documents the results of the 2020 Census PES Initial Housing Unit Matching operation and recommendations for future PES operations.
Count Review Operation Operational Assessment Report
This assessment documents the results of the 2020 Census CRO operation and recommends for future count review operations.
Nonresponse Followup Quality Assurance Results Report
The 2020 Census Nonresponse Followup (NRFU) Quality Assurance Results Report provides the results of the 2020 NRFU Quality Control program, as well as recommend
Real-Time 2020 Administrative Record Census Simulation
This experiment combined administrative record and third-party sources to produce 2020 population estimates with the same reference date as the 2020 Census.
Extending the Decennial Environment to the Mailing Materials Report
This experiment tested the effect on self-response rates of mailing materials that relied on the communications campaign and the resulting public awareness.
Item Nonresponse and Imputation Operational Assessment
This assessment documents aspects of the CQA operation related to program performance, and provides recommendations for the 2030 Census planning cycle.
Census Questionnaire Assistance Operational Assessment
This assessment documents aspects of the CQA operation related to program performance and provides recommendations for the 2030 Census planning cycle.
2020 PES Independent Listing Operational Assessment Report
This assessment documents the results of the 2020 PES Independent Listing operation and provides valuable data for the 2030 PES planning cycle.
Self-Response Rate Comparison to Estimate Decennial Environment
This evaluation estimates the effect of the decennial environment by comparing self-response rates between the 2020 Census and the 2019 Census Test.
Page Last Revised - March 4, 2024
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