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Tech has already changed the landscape. Web analytics today can give you detailed view about various sources of traffic to your website. This way, you clearly know which channel you need to invest in.
On the other hand, adserving business too has been impacted. Software now targets who should be served with what ads. Later, ad-conversiond are analyzed to revalidate the models. When the loop closes, businesses are more savvy. They know where to spend their marketing
In general, you can easily see the results of testing inclusion or omission of the popups.
Metrics to watch:
Bounce rate: Do people leave the site more quickly because of the popups?
Conversion rate: Do the popups' presence ultimately lead to fewer goal conversions? Or perhaps the value of the goal(s) that the popups are trying to achieve are worth more than the conversions it might 'displace'?
Time on site / Pageviews per Session: Obvious
The choice between the two also depends on how much traffic you have.
You can mix this data gathered from analytics tools like Gostats or GA
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My favortie site tools:
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