Metrics: What You Need to Know

Let’s talk KPIs Mix and Match Your KPIs Carefully

Choosing the Right KPIs

Digital ad campaigns across video, display, and native split key performance indicators (KPIs) into four categories: Choosing the right KPIs is about more than measuring

desired behaviors—you need to make sure that your KPIs work together, not against each other. Your creative may encourage behaviors that run counter to a KPI you’ve selected. For example, you might have an interactive video ad that encourages customers to follow a link while the ad is playing. If you’re tracking completion rates against that campaign and your CTA is working, your campaign will appear to be doing poorly in metrics, despite its success on a practical level. Similarly, there may be targeting parameters that get in the way of your KPIs. If you’re targeting a group that is completely new to your brand, tracking Repeat Purchases will get you nowhere. Successful measurement comes down to carefully choosing KPIs in the early stages of campaign planning.

Deciding which KPIs to track is a matter of aligning them to your campaign’s goals. For an in-depth look at that process, please read our free new eBook, “Mapping Your Metrics”.

Advertising campaigns never run in a vacuum. The need for campaign managers to know the exact effects of their campaigns is crucial. Campaigns are mapped to goals, and the pressure to know precisely how your ads perform against those goals can be intense. Mapping your metrics wisely before running your campaign can make all the difference between stress and success.

Online Behavior - These are KPIs for performance mar-keting campaigns you know and love. They include

metrics like cost-per-conversion (CPC), click-through rate (CTR), completed views, app installs, and search lift.

Offline Sales/Behavior - Many online advertisers want to drive traffic to their brick-and-mortar stores. Tracking

and connecting online exposure to offline conversion is vital to those brands. There are solutions available that provide closed-loop reporting and capture a snapshot of this key segment of those brands’ advertising spends.

Brand Impact - Digital ad campaigns are frequently designed to achieve goals other than driving sales. If your

ads are designed to improve the impact of your brand (consumer awareness, consideration, and preference), you’ll want to track those metrics closely during—and after—your campaign. While these KPIs can seem “looser” than power marketing metrics, they can be accurately measured in partnership with your DSP and third-party providers like Millward Brown Digital.

Validation/Verification - To track the effectiveness of your campaign, reviewing results is only half the work. You

want to make sure that your investments are being made wisely; you want to verify that your ads are being seen, and especially that they’re being seen by the right audiences.

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