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How to Measure CAMPAIGN Success?
BY: MASIH NABIZADEH
Campaign analysis tools
Campaign analysis tools are designed to measure two things at least:
RESPONSE CONVERSION
Response
Response is the number of visitors who actually click on the link you embedded in your advertising
Conversion
Conversion is the number of responders that compete a specific activity
You should have specific goals in mind for the visitors you are trying to reach, before you try and attract visitors to your website
Like purchase something, submit information download a document , etc.
Metrics
RESPONSE RATE TOTAL RESPONDENTS CONVERSION RATE
Metrics
Total number of respondents to a specific link, page or request.
RESPONSE RATE TOTAL RESPONDENTS CONVERSION RATE
Metrics
Respondents divided by total impression served
RESPONSE RATE TOTAL RESPONDENTS CONVERSION RATE
Metrics
Respondents that do a specific action divide by total respondents
RESPONSE RATE TOTAL RESPONDENTS CONVERSION RATE
Other metrics & functions
Have a sequential goals over time!
1. register 2. Fill information
3. Download
trial4. Purchase
service
Other metrics & functions
Organize campaign into flexible groups
Other metrics & functions
Assign costs & values to campaigns in order to build ratio models for campaigns:
ROIValue of a conversion
Cost per acquisitionCost per click
Total cost of campaign
Be Mindful of page weight in terms of total kilobytes & load time.
Make sure that the action item is completely obvious as soon as the respondent arrive.
Design landing pages that are attractive for your target visitor.
