KPIs (Key Performance Indicators) show how well your campaigns are performing. It sounds like a simple question, but there are a number of factors that come into play between someone sees an ad and when they become a customer or client. Luckily, we have different ways to measure campaign success. While your ad campaigns are running, there are some specific metrics you can refer to for health checks throughout.
Web traffic and clicks of an ad are great ways to see how your ads are performing, but what about after? Beyond surface-level details, there are a number of ways to keep track of the success of your campaign.
Below, I’ve listed some of the most popular.
1. Conversions
Conversions should be your main focus to measure campaign success. The objective for any visitor to your website is to convert. It is up to you to designate how they convert and why they convert. With clear CTAs (Call-to-Actions), visitors to your site that are interested in your services or products should convert to leads or sales. If not, take a look at what your visitors are doing after they come to your site.
2. Time spent on the site
You could have the greatest advertising campaign known to man, but if there is nothing on your website to keep people there, then it’s pretty much pointless. A popular metric to measure interest in your content is how long people spend reading your content. To set yourself up as an expert in your field, you must produce content that informs visitors of your expertise. If visitors are coming to your website and spending time browsing, you know that your content is worthwhile to those visitors.
3. ROI
The most important Key Performance Indicator for any campaign is how much revenue you gain compared to your investment. For your advertising spend, you should at least break even. It’s easy to get caught up in impressions and where your ads are showing, but the main KPI you should always keep an eye on is what your investment is bringing back.
You spent $4k in advertising last quarter. You should be able to account at least $4k in revenue from that investment.
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