Você quer avaliar o desempenho da sua equipe em publicidade. Quais métricas você deve usar?

Reach and frequency are great to see how many people you're reaching with your ads. Frequency particularly shows us how we're reaching new customers. If it's too high we want to lower it through for example exclusions or trying a new audience.

When evaluating your team's performance in advertising, consider metrics such as click-through rates (CTR), conversion rates, return on advertising spend (ROAS), cost per acquisition (CPA), customer lifetime value (CLV), and brand awareness metrics like impressions and reach. Additionally, assessing engagement metrics such as likes, shares, and comments can provide insights into audience interaction and satisfaction with your ads.

For Top Funnel campaigns, it's best to measure the success of the campaign by using reach, frequency and also Cost Per Mille (CPM). These metrics will determine whether you reach your target audience and control the cost per 1 thousand reach. The higher the CPM, the less effective the reach of the campaign.

Evaluate advertising performance using metrics such as reach, frequency, click-through rates, conversion rates, return on ad spend (ROAS), cost per acquisition (CPA), engagement metrics (likes, shares, comments), and brand awareness measures (impressions, brand lift studies). Tracking these metrics provides comprehensive insights into campaign effectiveness and audience engagement.

Imagine your ad campaign as a grand performance on a digital stage. Reach is the applause of unique faces in the crowd, each representing a potential customer touched by your message. Frequency is the rhythm of your message echoing through the minds of those faces, resonating with them not just once, but repeatedly, like a catchy tune that refuses to fade away. These metrics aren't just numbers; they're the pulse of your campaign's impact, measured by tools like Google Analytics, Facebook Insights, or YouTube Analytics, ensuring your performance leaves a lasting impression on every screen it touches.

Start with small tests. Optimize. Scale. Create new hypothesis. Repeat. Repeat until you can no longer measure tactics in a silo. Use directional feedback and learn to love OVERALL costs to acquire customers with an understanding that “everything works together”. Try not spend paid media nurturing existing customers and think about “effective ad dollars”. That is the percentage of each dollar that goes towards delivering your message to the desired audience. Keep testing. Keep learning. When you think you’ve learned it all it’s when you’re most vulnerable.

Impressions and clicks serve as foundational metrics in digital advertising, offering a snapshot of an ad's reach and audience engagement. However, it's crucial to delve deeper into these numbers to understand the quality of interactions. A high number of impressions with a low click-through rate might indicate that your ad is not resonating with your target audience or that it's not placed effectively. Conversely, a high click-through rate suggests that your ad content is compelling and relevant to viewers. Analyzing these metrics in tandem with conversion rates and ROI provides a more comprehensive view of an ad campaign's performance.

Evaluate advertising team performance using metrics like click-through rates, conversion rates, return on ad spend (ROAS), cost per acquisition (CPA), customer lifetime value (CLV), and brand awareness metrics such as impressions, reach, and engagement. These metrics provide insights into campaign effectiveness, audience engagement, and overall ROI.

Evaluating team performance should be based on hitting revenue and efficiency targets. Secondary metrics can include inputs to achieve those targets- eg. What is the volume of creative testing and landing page testing? Is the team thinking strategically about offers, promotions, seasonality? Are they setting efficiency goals based on product unit economics?

Impressions and clicks are more useful when you want your ad to be tracked on engagement rather than brand awareness. You have a goal of sales, follow, visit, etc.

CPA is our main metric we use at our agency to determine success. And in particular new customer CPA. This helps us define if our campaigns are successful at acquiring new customers.

Cost per Action is one of the main metrics that most performance marketers use to determine how many conversions that a client can get within a specific budget. This can help us to refine and define if our campaigns are successful or not. At the same time, a lower cost per action with more conversions are the most desired by clients.

Evaluate advertising team performance using metrics like Return on Ad Spend (ROAS), Cost per Acquisition (CPA), Click-Through Rate (CTR), Conversion Rate, Customer Lifetime Value (CLV), and Ad Impressions. These metrics measure efficiency, effectiveness, and overall impact.

Picture your ad campaign as a treasure hunt in the digital realm. Cost per action (CPA) is the price tag on each valuable treasure uncovered – whether it's a sale, a lead, a sign-up, or a download. Calculate it by dividing your ad spend by the number of successful actions. This metric is your compass, guiding you through the efficiency and profitability of your ads. It unveils the quality and relevance of your offers and landing pages, ensuring each click is a step closer to your digital fortune. Tools like Google Ads, Facebook Ads Manager, or LinkedIn Campaign Manager are your trusty maps, charting the course of your CPA across diverse ad objectives and audiences.

Tracking conversion rate across the site is a decent start. If you are really to uncover where you are either exceeding expectations or underperforming is when you look at CR for new customers. CR on specific pages (i.e., homepage, PDP, blogs/articles, etc). It depends on the business but if you are increasing the CR across pages and across audiences you have been doing great. It's unlikely it's up across everything. So find the areas where there is substantial volume and under performing against the site.

Conversion rate is a metric not entirely dependent on advertising, it's more on the listing quality, the goal of advertising is to bring traffic to a web or listing, so if CVR is not working could depend on something else

Key metrics for evaluating advertising team performance include conversion rate, click-through rate (CTR), return on investment (ROI), customer acquisition cost (CAC), engagement metrics (likes, shares, comments), and campaign reach. Analyzing these metrics provides insights into effectiveness, audience engagement, and overall campaign success.

ROAS or Return on ad spend helps us see how well our ads are giving us ROI. It's not our main metric as it also involves AOV which is a function of the landing page. That's why a lot of marketers including our agency have switched from ROAS to NCPA to determine success in advertising campaigns.

ROAS is always a good metric to be measured especially in e-commerce conversions. Typically, marketers would like to have a higher ROAS that have a high GMV and a lower ad spend. This determines whether a campaign in a particular month is successful or not.

Key metrics for evaluating advertising team performance include Return on Ad Spend (ROAS), Cost per Acquisition (CPA), Click-Through Rate (CTR), Conversion Rate, Customer Lifetime Value (CLV), and Brand Awareness metrics like Impressions and Reach. Analyzing these metrics provides insights into campaign effectiveness, efficiency, and impact on business objectives.

Imagine your ad campaign as a bustling marketplace where every investment is scrutinized for its returns. Return on ad spend (ROAS) is the merchant's scale, weighing the revenue harvested against the coins spent on advertising. Calculate it by dividing total revenue by ad costs. This metric is your ledger, revealing the ROI and worth of your ads, ensuring your advertising strategy thrives with both scalability and sustainability. Navigate this marketplace with tools like Google Analytics, Facebook Attribution, or Shopify Analytics, tracking your ROAS across various ad channels and products to ensure every coin spent yields a fruitful return.

Measuring the return on investment (ROI) is crucial in determining the effectiveness and profitability of advertising efforts. Metrics such as cost per acquisition (CPA), return on ad spend (ROAS), and customer lifetime value (CLTV) can help assess the financial impact of the advertising campaigns and determine whether the investment is generating the desired results. In addition to these metrics, tracking customer sentiment and feedback can provide valuable insights into the overall impact of the advertising efforts. This can be done through monitoring social media mentions, customer reviews, and conducting surveys to gauge customer satisfaction and perception of the brand.

"Dumb Ways to Die" campaign by Metro Trains turned train safety into a viral sensation with humor and catchy tunes. Influencer marketing taps into authentic connections with audiences. Advancements like AR and VR offer immersive ad experiences. Advertising evolves with creativity and technology to engage and captivate audiences, driving brand loyalty and sales.