Campaign Objectives and Suggested KPI Table

Campaign Objectives

Name Goal Description Suggested KPI

Reach

Increasing the number of new consumers

Advertising buyers (agency contacts) measure Reach by calculating the number of unique visitors exposed to the impression on a website for a specified time. The quantity uses an absolute or fractional numbers.

Note:  Reach excludes duplicate visitors.

CPM

Delivery

GRP

Reach

Viewability

In-Target Impression

Brand Awareness

Improving the brand recognition and identity

The advertising buyer (agency contacts) measure Brand Awareness by consumer recall of the product, service, and performance.

Brand Lift

CPV

CPCV

Viewability

Increased Market Share

Reviewing the sales of the brand and competition

A client/brand determines the need for the Increased Market Share objective.

Conversions

Brand Lift

CPA

Click-only Conversions

CTR

New Product Launch

Initiating the visibility of a new product and increases the brand awareness

The client/brand and agency buyer analyze a number of possible KPIs.

Video Completions

Brand Lift

CPA

CPC

CPM

Conversions

Click-only Conversions

CTR%

Delivery

ROAS

Viewability

Drive Site Traffic

Increasing website visitors

The advertising buyer (agency contacts) attracts consumers to a site improving the ad views at a lower cost rate.

Quality of clicks is more important than quantity. The click type affects the increased traffic.

CPC

CTR

View-through traffic

Drive Online Sales

Improving the volume of website orders

The pixel on the order confirmation page tracks the quantity of sales.

CPA

CPC

CPL

Conversions

Click-only Conversions

CTR

ROAS

Drive In-Store Traffic

Increasing foot traffic at a location

Note:  Foot traffic is difficult to correlate and track the foot traffic from a digital advertisement.

Conversions

CPL

Click-only Conversions

In-store Uplift

Drive Downloads

Increasing website downloads

The number of downloads at the lowest cost creates an optimal KPI. Quality and cost of the download are considerations for the buyer and consumer.

 

CPA

CPC

Conversions

Click-only Conversions

CTR

ROAS

Drive Phone Calls

Increasing the direct call to the brand

The consumers bypass the website landing page and calls the brand. Brand measures the cost for the phone call.

CPC

PPC

Cost per Engagement

Providing participation with the brand and the consumer

Buyer measures the meaningful time between the consumer and the brand

Interaction Time

Interaction Rate

Interactions

Expansion Rate

Expansions

Dwell Rate

Dwell Time

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