How do you measure different campaign types?

1 Awareness campaigns

Awareness campaigns are designed to increase your brand visibility, reach, and recognition among your target audience. These campaigns are typically aimed at the top of the funnel to attract potential customers and generate interest in your products or services. To do this, you might employ tactics such as social media posts, blog articles, podcasts, videos, webinars, infographics, ebooks, or PR. The main metrics and KPIs to measure awareness campaigns are impressions - which indicate how much exposure your brand is getting and how many people you are reaching - reach - which shows how many unique users you are actually reaching with your campaign - engagement - which shows how much interest and attention your campaign is creating - and brand awareness - which indicates how well your campaign is increasing your brand recognition and recall among potential customers.

2 Lead generation campaigns

Lead generation campaigns are designed to capture the contact information of your prospects and nurture them towards a purchase decision. Usually aimed at the middle of the funnel, these campaigns may include tactics such as landing pages, forms, quizzes, surveys, contests, webinars, ebooks, whitepapers, or case studies. When measuring lead generation campaigns, there are several key metrics and KPIs to consider. Leads demonstrate how many prospects you are attracting and qualifying with your campaign and how well your offer matches their needs and interests. Lead quality shows how relevant and valuable your leads are for your business and how likely they are to become customers. Conversion rate is the percentage of your campaign visitors who become leads. Cost per lead measures how efficient your campaign is at generating leads and how well you are managing your budget. All of these metrics enable you to assess how effective your campaign is at persuading your audience to take action and how well your landing page, form, and offer are optimized.

3 Sales campaigns

Sales campaigns are designed to drive revenue and close deals with your customers. Typically, they target the bottom of the funnel, where you want to convince leads to purchase your product or service and become loyal customers. Tactics such as email marketing, SMS marketing, retargeting ads, coupons, discounts, upsells, cross-sells, or referrals are often used in sales campaigns. To measure their success, you should look at metrics such as sales (the number of customers who buy your product or service), customer acquisition cost (the amount of money you spend on your campaign divided by the number of customers you acquire), customer retention rate (the percentage of customers who remain loyal after your campaign), and customer advocacy (the number of customers who recommend your brand to others). These metrics demonstrate how well your campaign is influencing purchase decisions, optimizing ROI and customer lifetime value, building customer loyalty and satisfaction, creating customer trust and word-of-mouth, and expanding your reach and reputation.

4 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?