After collecting the data, what to do next?

To measure the effectiveness of an advertising campaign and turn it into a sales change, instead of narrowing your eyes to the immediate metrics, try to look bigger at the big picture with the 3 suggestions below!

1. Put metrics into specific context when measuring ad performance

How do you evaluate the effectiveness of the advertising campaign when according to the report of over 10,000 impressions, the viewing rate of the 6 videos that have just been run reaches 60%?

This may be a welcome number, but it is also not. Give it a try, what if this result was put in the context of: "the industry average is 80%"

When it comes to stats, don’t let the ‘flashy’ exterior fool you. Let’s be sober and analyze whether these ‘pretty good numbers’ are really as good as expected? Industry averages are a great way to compare, especially when you’ve had multiple campaigns with similar clients. If there is no external benchmark, the average of the months/or results for the same period last year can also be a way to help you evaluate more objectively.

If the results are not good, then let’s sit down and analyze to find the root of the problem and improve. If the results are really good, set new goals for the next campaign – such as increasing email open rates to 23% instead of 20% as the original destination.

Measure the effectiveness of the advertising campaign: collect the data, then what to do next?

And an important factor you also need to keep an eye on – cost. Looking at the stats sporadically, the lack of alignment is sometimes just a small part of the iceberg.

Try it, the effectiveness of the following campaign is good or bad if: “Using machine learning to flexibly display landing pages with appropriate content for each audience helps increase page views by 1.5 times compared to using 1 landing page. single page?

Not enough basis for evaluation?

Now let’s look at the cost, what if a view in the new campaign costs 5 times the old way of doing it? Between the old – new way, which is the better choice? At this point, perhaps the answer is still ‘not enough basis to evaluate’ because sometimes advertising goals, conversion rates, number of customers are also issues that need to be considered more carefully!

So, never let the advertising metrics stand alone. When evaluating the effectiveness of an ad campaign – whether from a digital agency or from an in-house team, compare those metrics with other metrics and benchmarks to make the best decisions!

2. Minimizing common mistakes in reporting, measuring advertising effectiveness

Even if the reported numbers are not wrong, it is possible that what you are seeing is only half the truth. Why? Let’s take a look at the following 2 cases with Digit Matter:

Full percentage reporting!

Sometimes you will get ‘accidental’ or ‘intentional’ reports like “new ad campaign 100% increase in signups”. If the ad campaign performance metrics are mentioned only as %, this won’t provide much useful information. How much is 100%, a few tens, a hundred or up to a thousand?

Therefore, when reporting, besides showing as % for easy comparison and comparison, please provide specific data so that the ‘percentages’ increase or decrease can be quantified easily when needed.

Disagreement on units of measurement

For example, when reporting on sales coming from advertising with the following lame 12.3M, 3.5M, 145K, 2M, 12K, 674K. At this point readers will need more time to interpret and less time to evaluate, especially when numbers like 12 in 12k always weigh more than 3.5 in 3.5M.

You will probably find this to be an unlikely occurrence in common reports, but in fact this is not uncommon. Think about comparing positive and negative engagement metrics with videos posted on Youtube for example – it’s easy to fall into the ’14k likes’, ‘782 dislikes’ traps. And if only at a glance, this will be a very misleading number!

3. Summarize, adjust and optimize campaign performance

Don’t run ads without a goal in mind, especially when you’ve spent time evaluating and measuring old campaigns. When you determine what you want to test and measure, you’ll narrow your vision to key metrics and make adjustments faster instead of continuing to waste budget on bad campaigns.

Having specific goals also helps you measure the effectiveness of your advertising campaigns more accurately right from the first cent you pay. According to Google, if you can’t change 60% of your ads within the first 30% of your budget, that’s going to be wasted.

So sometimes don’t wait until the results are out to make a change when you can predict the ‘future’. Building a team that’s more flexible in testing, measuring, summing up, and making adjustments in a timely manner will be key to getting ahead in an increasingly competitive market.

With each stage of development, businesses will have their own optimal goals and strategies. See more at: 3 optimal digital marketing strategies for businesses in each growth stage

Measure the effectiveness of the advertising campaign: collect the data, then what to do next?

Last words

In advertising, measuring campaign performance is the first step to optimization. You will not know if the business is doing it right – doing it wrong, effective or not until you see the correlation of each metric in the big picture.

If you need some pointers or guidance on how to measure, take the time to read more in this series of overview articles. Google Analytics Please!

Also, if you need to find a companion for digital performance campaigns that can turn data into actionable insights, please leave your information in the form below for support and advice!

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