Essential KPIs to Track for Your Next Campaign
Measuring the right KPI helps you determine your future campaign’s performance. How do you choose the right KPIs for your business? You want to start with metrics that you know are beneficial to your brand's success. For example, conversions, impressions, clicks, CPC, CTR, etc.
To determine your best fit, you will need to lay out what specific goals you wish to achieve for your business. Start by testing a few different KPIs and note which ones would fill the gaps in your marketing plan.
Here are four trusted brand and direct response KPIs that are beneficial to measure for almost every brand’s longevity:
Website or Landing Page Conversion Rate
Whether you’ve created a great landing page or you direct your audience to specific pages on your website, knowing how each page is performing regarding conversions is key. Make note of the information on pages that are performing well, and then compare it to other pages of your site. This allows you to make necessary adjustments to capitalize on your strengths.
Unlike other metrics, conversion rates tell you what percentage of your audience traffic is actually doing what you want them to on your website. By optimizing your conversion rates, your brand or business can increase revenue per site visitor, gain more active customers, and grow your business by focusing on trusted performance.
Two other metrics that follow closely with conversion rates are:
Bounce Rates
Average Session Length
Impressions From Organic Search Using SEO
What are impressions from organic search using SEO? This KPI gives you an accurate understanding of the percentage of website traffic originating from organic search. Once an SEO strategy is implemented, you will be able to dive deeper into where your traffic is coming from and how it is benefiting your campaign.
Organic traffic gives your brand a competitive edge. SEO is part of a larger online strategy to improve search traffic and maximize the use of web content. It all comes down to people searching for your keywords on search engines like Google. Ultimately, if your traffic is performing well, your competitors get pushed further down the list.
Cost per Click (CPC) is used to determine costs of showing users ads on search engines, social media platforms, etc. CPC is a significant factor for choosing bidding strategies to maximize clicks relative to the budget implemented and the target keywords identified.
This metric allows you to make your campaigns as cost-effective as possible. Understanding how to measure CPC gives your brand insight on where to spend your various paid marketing activities when retargeting.
Many advertisement platforms rely on CPC metrics for success of their campaigns, such as:
Facebook and Instagram Ads
LinkedIn Ads
Google Ads
Twitter Promoted Tweets
TikTok Ads
and more!
The click through rate of a certain campaign advertisement is the percentage of people that are visiting a web page through a hyperlink connected to that specific campaign advertisement.
CTR is a measure of your clicks divided by your total number of impressions for a certain campaign. To achieve a strong CTR, targeting needs to be focused on specific demographics and campaign content should be tailored accordingly.
CTR is an important metric because it gives the most insight into your customers. It not only tells you what worked, but also how to retarget if performance was not what you expected.
KPIs are essential to digital marketing campaigns– offering measurable benchmarks that are directly related to your key goals and promotional intent. By following these measurements, you will be able to give your data applicable direction and distinguish what works best for your brand.
