KPI for your campaign - how to choose the right one?
According to Michał Gąś: The effectiveness in achieving a given KPI depends primarily on the selected KPI.
The choice of KPI depends on the customer's needs..
What are Key Performace Indicators in general? This term has been widely known not only in the marketing industry, but generally in the entire business world since the 20th century. You can even read more about the key indicators on Wikipedia. If you want to know more about KPIs of marketing campaigns, keep reading this post.
Of course, the goals of efficiency activities are sales or leads (efficiency advertising). However, an equally important goal is the user’s contact from the target group with the advertisement (image advertising). An important measure may be the lowest possible cost of conversion (sales, lead). Depending on the customer's needs, the goals may also register to the website. Acquisition of new traffic, or the depth of traffic - the number of page views divided into the number of sessions.
All these goals can be measured mainly by clicking on an ad. Post-click conversions are still widely recognized, but not every internet user clicks, moreover not everyone who clicks then makes a purchase. The key here is the right analyst who can show to what extent the supportive goal serves the main goal.
The measure of the success of image-building activities is the quality of the broadcast itself:
Regardless of the type of activities, the selection of KPI for activities is always tricky.
In the case of image-building activities, there is nothing else than sticking to good practices. This ensures that the advertising money has been well spent. However, in performance advertising, where the translation into effects is more direct, it may turn out that qualitative restrictions may lower sales volumes and increase conversion costs. After all, conversions are the measure of success here.
For a holistic approach to the subject of Performance Marketing, you can read our previous post. We also encourage you to follow our blog and subscribe to the newsletter if you do not want to miss the latest entries.