The choice of KPIs depends on many factors, and they are not always the same in each case. On the one hand, there are campaigns focused on conversion in which the KPIs are the purchases of the product or service or the money raised. These KPIs make more sense when you have to justify your objectives to a superior such as a CMO or CFO.
However, within marketing teams, more open and qualitative KPIs are often sought, such as the number of leads generated, campaign engagement or the increase in followers. So it is really the objectives of each campaign that determine its KPIs; there is no single answer. And it is also important to note that the list of KPIs can be endless, but you have to prioritize and limit yourself to a few that are truly necessary.
These are some of the most relevant KPIs :
CPL
CPL stands for cost per lead . It is a calculation to know how luxembourg phone number data much money a company has invested to capture each of its leads, after a campaign for example. The cost per lead is a very important KPI to know the profitability of a project, since it allows you to observe the effectiveness of your investment in capturing new potential clients.
ROI
Return on investment, popularly known as ROI, is a term that is very common in digital marketing teams. ROI is a simple calculation that measures the return on investment in an advertising campaign or action . Especially in 360º campaigns this formula is very useful, and it is calculated as follows:
Number of new leads
This is one of the most classic and also most effective KPIs when it comes to knowing whether the impact of a campaign has been positive or not. A lead is a user who has given us personal information (their contact, for example) and is added to the company's database. This gives us permission to continue interacting with them, nurturing them with content and being able to push them towards conversion.
Social media engagement rate
The degree of “connection” between followers and a brand can be measured by the number of “Likes,” new mentions or comments obtained on Facebook or Instagram and the number of retweets or favorites achieved on Twitter in a given period of time.