08:00, Mar 18

KPI for your campaign - how to choose the right one?

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.

  • For image campaigns, the KPI will be related to the quality of the broadcast: viewability, surface quality, the percentage of undesirable sites, the accuracy of targeting the target group.
  • For efficiency campaigns, the goal will be the quality of traffic on the website and the performance of specific actions on the website, including the purchase.

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.

How to measure success?

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:

  • quality of contact with the advertisement (contact time, viewability),
  • quality of selected surfaces (high security, appropriate context),
  • the accuracy of targeting the target group.

KPI for your campaign - which one to choose?

Regardless of the type of activities, the selection of KPI for activities is always tricky.

  • It is easy to imagine that online sales fulfill the customer's business goal. But doubts may arise when we are talking about, a session on the website while not mentioning the visibility of the advertisement, for instance. In order to choose the right campaign goal one should undertake research, that will show the translation of supportive goals into the main goal. If it is not possible to do it yourself, you can use market research. Try to adopt good case practices (e.g. high advertising visibility, brand safety, frequency).
  • Who is the target audience? The age of demographic definition is long over. Now the key is targeting based on behavioral profiles. In the future, even machine learning - it isn't easy to verify the accuracy of targeting in this case. There would always have to be an external auditor, and his data would have to be consistent with the data of the company implementing the campaign.
A good selection of KPIs for your marketing campaign is critical to brand development.
Choosing a good KPI for your marketing campaign is crucial.

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.

Subscribe to the marketing newsletter

Newsletter [Blog]

Recent posts