The goal is to define a key performance indicator for the they came from campaign, by which the results will be calculated. For the goal “increase sales by 45% compared to the previous quarter,” the KPI is X sales for the previous quarter + 45%.
Start collecting campaign data immediately, not after its completion
This way, you can detect errors in time and make job function email database changes to increase the effectiveness of advertising. Don’t stop at one main metric for KPI – you can highlight additional indicators that will help evaluate the whole picture of the campaign.
There are many metrics for evaluating advertising – choose one that suits the goals of the campaign. We will show you with examples.
Increase the number of clicks to the site
If the goal is to increase the number of clicks they came from to the site , then it is necessary to analyze how users react to ads. Use metrics:
- CTR – determines how many users saw the advertisement and clicked on it.
- CPC is the cost of one click from an ad. This a must-read for foreign trade marketing: how to use hook content to increase inquiry response rate and quickly build customer trust is the amount the advertiser pays for attracting one user who clicks on the ad.
Keep users on the landing page
If the goal is to keep users on the landing page , then track behavioral metrics. These are:
- bounce rate – the number of users who left the site within 15 seconds without finding useful information;
- time of visit;
- viewing depth – how many and what pages users viewed during one visit.
Increase conversion
If the goal is to increase conversion into an application or purchase , then use the following indicators:
- CR — conversion rate , shows the number sms to data of users who performed the target action — placed an order, left a request, downloaded an application, etc.;
- CPA is the amount spent on attracting they came from one visitor who has performed the target action.
Attract repeat sales
If the goal is to attract repeat sales , then keep an eye on:
- CAC – shows how much money the advertiser paid to get one client;
- LTV – determines the profit from one client that the company receives over the entire period of interaction with him.