Essential Steps to Accurately Measure Your Campaign's Performance

2021.07.12 10:20 AM By Joshua Taddeo, Principal Consultant
how to measure marketing campaign performance

How do you measure the effectiveness of your marketing campaigns, and what does this mean for your business? Tracking the right metrics is critical to organic business growth, and many companies are focused on it. The trend towards big data collection is quite broad which is why tracking is important. Measuring the effectiveness of your marketing campaign is critical for any organization that wants to expand its marketing strategy. A big advantage of Internet advertising is that you get a lot of information about the success of your ads in real-time. The only way to know for sure which elements of the digital marketing campaign will affect success is to test them all. If you keep these elements in mind, you can optimize content as part of a digital advertising campaign and your overall marketing strategy. In this article, we discuss how to measure the effectiveness of your marketing campaigns. We will explore the basics of measuring your marketing goals and how it works with your company's marketing strategy.

Marketing Performance Metrics

Marketing metrics are simply a collection of numerical data that gives you a perspective on your marketing campaign to see if it meets the goals your company has set for it. Not only can they help you improve the performance of your individual digital marketing campaigns, but they can also help you discover new insights that can be applied to a broader digital marketing strategy. The only way to improve your digital marketing campaign is to know where you stand on the current campaign performance. Bringing these indicators to a concise level gives you a clear picture of the effectiveness of your marketing campaign and its performance.

Key Performance Indicators (KPI's) and Tracking

As marketers, we prefer indicators that can ultimately be associated with increased value. Many digital marketers are fixated on measurements without thinking about what the company really needs. How do you measure reactions and learn from the results?  Good information is always good, but not always the most important part of a successful marketing campaign. What success looks like is different, and how you measure your campaign may depend on you, or the company running the campaign.

It is impossible to measure every single marketing activity, but it is absolutely possible to track the effectiveness of advertising in terms of channels and messages. The central denominator of each group is the number of people involved, which confirms the results. In the end, all you need is an answer to what works and what doesn't, and you shouldn't get lost in the calculations of endless tests. 

It is difficult to assess the specific factors that contributed to the results on the last page of a landing page. As specific metrics vary depending on the type of marketing you use, the key to effective tracking is to develop a campaign. Based on this input, you can create a landing page and the associated metrics that provide traceable results. The target, target group, user, and context specify the variables that together determine the measured quantities.

monitoring marketing campaigns

Lead Quality

One of the best KPIs to measure the effectiveness of your marketing campaign is also measuring the quality of the leads your campaign generates. More leads do not always lead to revenue growth, and in order to make it cheaper to acquire leads, systems that evaluate in this direction should always follow this example. It is imperative to know how much you are paying for each lead, especially if that is the goal of your digital marketing campaign.  This allows you to track sales results as you distribute marketing leads, which, in turn, helps you determine whether your marketing campaigns translate into revenue for the company.

Customer Loyalty

Customer loyalty is another great KPI to follow as a marketer.You should disseminate information about your company and your products and find product lines to market to. Only if you achieve this balance will you work towards lifelong appreciation and loyalty of your customers.

Return on Investment (ROI)

Measuring the effectiveness of online advertising is one of the central tasks of every marketing department. Commitment and revenue are two very important factors of advertising effectiveness. Colleagues working on the campaign should have dashboards with statistics on ad success available. One way to measure the success of an advertising campaign is by using google analytics to track sales and delve deeper into the metrics that matter. 

If you know how to measure the ROI of your marketing campaign, you'll save yourself a lot of stress on the road. You can use metrics to understand the direct impact of marketing campaigns on revenue and to find out how much ROI each tactic offers. Measuring the ROI of your marketing campaign will help you figure out what works and what doesn't, so you can scale and optimize your performance. One of the best ways to achieve this is through marketing metrics, and it will be crucial to ensure that the ROI of your online marketing campaigns is properly calculated, whether they are an overall success or not. Like any responsible business, you will want to measure your traditional marketing ROI in some way. Use this time to measure the return you get from your marketing campaigns. Marketers believe that success with digital advertising will give them a head start over customers on the cheap. While this looks good in general, it is crucial to consider the impact on short- and long-term revenues.

measuring marketing campaign performance

Direct Sales

Measure the level of direct sales generated by your campaign and the impact of your marketing efforts on your business. Your team's marketing efforts deliver questionable measurable values and lack the evaluations and critical indicators needed for further action. You could measure the impact of your campaign on sales opportunities, but that depends on your sales management and the company you operate.


How do you know if there is a weak link in your marketing campaign, such as a low conversion rate on your landing page or a high Click Through Rate (CTR) on the (Call to Action) CTA but no positive response?

It would be best to test both campaigns and only change the CTA and product description. When you compare the results of different campaigns, do you see a clear winner, or is there a difference in the virality or greater response to the ads? A high CTR with positive reactions to an offer provides information about the performance of your marketing campaign. The characteristics of the product can be the reason for the high CTR, and the response to the offer is also related to its characteristics and price. If users click on the ad but the conversion rate on your landing page is low, your product may not meet the expectations of visitors. CTA may not be as effective as your offering, but users can still click through to your ad.

monitor click through rate

Content Engagement

Keep an eye on your content, and track the most important data. If a customer scrolls down the page and spends 3 minutes reading your content, they may be interested in what you have to offer. However, if you jump to scroll down and spend 20 seconds reading the content on the first screen, the likelihood that a person would buy is lower. Of course, marketing is more than just the number of clicks on the first page and the time span on each screen. By following these metrics, you can keep track of your brand's pulse and predict important content in the future. Contributing to the pipeline is the ultimate goal. Share the content with your colleagues who may be involved in the purchase decision, as well as friends, family, and even colleagues.

Social Media Metrics

If you want to get the most out of a PPC marketing campaign, tracking social media engagement metrics will do you good. 

Measuring Marketing Campaign Effectiveness

To measure the effectiveness of your marketing campaign, you must first pursue one goal: What is the point of running it? What results do you expect from your campaign? Do you underestimate the impact of the early stages of the buying process, such as the first few weeks of a campaign or the final months? This requires you to build your game plan more carefully and never start a digital marketing campaign that does not have any concrete goals.

branding and marketing

With the right goals, you can define success, analyze how your digital marketing campaigns work, and gain valuable insights. That's why it's so important to define your marketing goals: your goal can be anything from a smart advertising message that you can share hundreds of times on the Internet.

Goal Setting

If you want to measure the success of your campaign, you must first define the goals of the campaign. Let's start at the end of the head and then define some goals for each of them in terms of what you want to measure. Businesses are different, and business goals are constantly changing, so it makes sense that a failed campaign in one company could be a successful one in another. Once your goals are set, measuring effectiveness becomes much easier, and indeed there are so many variables to consider.

Analyze Data

The next important thing is how often you need to gain insights from your analytics. First, marketers should choose the right goals they want to pursue, and these should match your marketing goals. The right goal for a new product could be to come to a company that is already established and well-known. The more data you analyze in real-time, the more analytics and reports you get, the better your decisions will be.If you want to measure the success of digital marketing campaigns, make your marketing team more data-centric. If you do not use data to influence your digital marketing decisions and measure the actions you take, you will not recognize the effectiveness (or lack thereof) of your marketing.

Performance Measurement Tools

analyzing marketing data

Think about the goals first, then the tools. Instead of focusing on KPI (value metrics) and then choosing a simple technological solution to measure these points, we stick to targets that are bolted to existing tools. One of the things marketers love most about such systems is that they are constantly evolving, and no one is left behind in terms of technology and service. This system saves hours of sitting in a number of cells and gives you a sorted database to support each new decision in your campaign. 

Create a System to Monitor Campaigns Regularly

Your success depends on the efficiency criteria you choose, and there are many different types of marketing systems on the market today. The efficiency of an internet advertising campaign could be a difficult concept for some, but in the age of data, it is easier than ever to pay attention to key figures. Creating a system that includes key digital marketing metrics is not a task that can be solved in weeks or even months. It is a project that needs to be constantly updated. Almost half of the marketers routinely measure the effectiveness of digital advertising, according to a survey. This is actually only good practice, but according to the study, it is actually a common practice. With marketing operations consulting at Universal Creative solutions, we simplify processes and make sure you achieve higher ROI from your marketing campaigns. Contact us today to schedule a consultation.