A method for determining effectiveness of placing promotion information includes: characteristic information sent by multiple terminals is received to obtain multiple pieces of characteristic information, the characteristic information being obtained by monitoring promotion information by the terminals respectively and the characteristic information including specified accounts of a social application or terminal information; statistics on a total number of exposures of and a total number of clicks on the promotion information is made based on the characteristic information; user attributes corresponding to the terminals are determined to obtain multiple user attributes based on the characteristic information; statistics on a number of hit exposures of the promotion information is made based on the multiple user attributes and a target user attribute of the promotion information; and effectiveness of placing the promotion information is determined based on the number of hit exposures, the total number of exposures and the total number of clicks.