Measuring your ad campaign metrics are crucial for your campaigns in order to see what is working and what may need to be adjusted. There is no one size fits all to determine what KPI’s your brand should be using. It will depend on the overall goals of the brand and what the goal is for the campaign. Here are some steps to take when determining what KPI’s to use for your campaign efforts.
Look at business goals and objectives. Is your business goal to increase brand awareness or is it to market a new product or service?
Set SMART marketing goals for the campaign.
Specific
Measurable
Achievable
Realistic
Timely
Write out your KPI’s. Once the SMART goals have been set up, create your list and write it down. Make it clear and concise for your employees to understand.
Decide how you will measure. This will also depend on what your goals are. Let’s say you want to increase leads. Therefore, to measure the effectiveness of this campaign you would measure new subscriptions.
You can see why a brand can’t use industry standard KPI’s due to the personalized nature of business goals. Using KPI’s will assist your brand in tracking the progress of marketing campaigns. Just a few common KPI’s that are tracked would be ROI, cost per acquisition, customer lifetime value and conversion rates. These are only just a few of many. Focus on crucial metrics between 2-4 KPI’s per campaign as to not get overwhelmed with too much data.
And as always, we suggest using some User-Generated Content! The ROI is always much higher. Real people trust real people!
