In the previous post, we looked at what metrics we could be measuring to understand and engage with our audience. In this post, we’ll go through digital campaign measurement fundamentals. Once we know our audience and have created a campaign which has our target market connected, we need to decide which data to use and when to use it.
Look at data over time
According to research, looking at consistent data gives us a truer reflection of campaign satisfaction. It’s hugely important to not only look at the immediate impact, but to look at it over time.
Of course (depending on campaign objectives), looking at immediate audience responses may be beneficial but often, informed decisions are made after a longer period of time. This is so that we can have a more in-depth review and analysis with reasoning. With pay-per-click (PPC) campaigns, we often look at data over 90 days as more important and informed decisions are made after this period only.
It’s also important to put the metrics into perspective. One campaign may have an 80% conversion rate but only 8 conversions, and another has a 10% conversion rate but 100 conversions over the same time period. It may sound obvious, but we must always look at the context to be able to make sensible judgements.
Select data based on goals
The metrics used should be chosen with our objectives and goals in mind. We could maybe select our metrics based on our budgets, but it’s usually more important to base them on what the client wants to achieve - whether it’s exposure for branding and visibility, or a retargeting campaign with conversions in mind.
It’s also common to use different metrics when communicating performance to different stakeholders; top-level management may be solely interested in a ‘silver metric’ (a bottom-line metric such as sales or spend). Nonetheless, insights are beneficial to an entire organisation from understanding how channels interact with one another, through to developers testing features and identifying what users want.
We need to use metrics to help spot insights and make game-changing decisions. It wouldn’t be right for us to look at sales metrics if our goals is to increase engagement, whilst it’s not worthwhile looking at metrics based on short term evaluations when goals may be based on the long term.