Simply launching a digital advertising campaign isn’t enough. Ask yourself – Did it work? And what can be done better? By measuring and tracking the performance of your ads, you can continuously optimize and improve your strategy. There are two sources to acquire important metrics (the advertising platform and your website) but what measurements are most important to analyze on each?
Regardless of the social media platform you choose to analyze, you will be provided with numerous measurements to determine the success of your campaign as well as identify areas to improve. From the creative and targeting to the bidding and placement, each component plays a critical part in the success of campaign. Not sure where to look first? Begin with these crucial campaign details:
While advertising platforms will give you detailed information around the individual components of your advertisement, it is equally as important to analyze what your audience is doing on your website after they are led there.
While social media platforms are continuously providing businesses with new ways to convert directly through their platform, most businesses view their website as their biggest conversion opportunity. Therefore, the advertisement and your website must work well together. Be sure to pay close attention to the following metrics:
Although this list may seem overwhelming at first, don’t worry! Where there is knowledge, there is power, Depending on your business and your objectives, benchmarks for performance will vary.
Before launching a campaign, have a clear understanding of your goals and identify important KPIs to track while the advertisement is live. Study these metrics in a combination to see the whole picture and to gain insight into ways for continuous improvement.
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