Awareness goal
If the company requires campaigns with the objective of generating greater brand awareness, some of the main KPIs that I would recommend monitoring would be:
Impressions : number of times your ads have been displayed
Reach : number of people who have seen the ads
View Rate : For video campaigns, platforms like Google and Facebook allow you to track how many times your video was viewed, up to 25%, 50%, 75%, and 100% of the time, allowing you to see how engaged your audience was.
Clicks : Number of times your ads were clicked, this can take a backseat when the main goal is for your audience to find out about something.
Frequency : Number of times people saw the ads.
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Engagement Goal
In the event that the company wants to carry out campaigns that connect with its community, the KPIs to take into account would be:
Reaction per post : average number of reactions obtained per post, this allows you to quickly analyze the type of content with which the audience connects most with the brand.
Comments per post : average number of comments per post, with which you can measure the content that allows the audience to share their point of view and debate about it more.
Shares per post : average number of times shared per post, which will tell you what type of content your audience likes the most, to the point of wanting to share it with their friends, feeling more identified.
Cost per reaction : division of the investment between the reactions generated, to know if the cost rose or fell compared to other publications, or compared to previous months.
Negative reactions : There is a specific reaction on Facebook called “it makes me angry”, which, unless you are looking for that reaction to be used in your post, is important to monitor, as it can show displeasure towards your brand, either due to an event external to the post itself, or because it is touching on a sensitive or poorly addressed topic.
Negative and positive comments : It is important to monitor the comments that people make, whether a debate arises regarding the topic, whether they show affection or anger about the topic of the publication or some external factor, such as complaints about the service provided.
Target Prospects
If the company wants to carry out campaigns to generate commercial prospects, the KPIs to take into account would be:
Leads : number of prospects generated in a period of time.
Lead quality : While this is a little more subjective depending on each company, it is advisable to establish criteria that define what a quality lead is, for example an MQL (Marketing Qualified Lead) or an SQL (Sales Qualified Lead).
Customers : number of customers generated in a period of time thanks to advertising campaigns.
Cost per lead : investment made between leads generated over a certain period of time. This will help you a lot to have a historical parameter of whether your efforts are improving or becoming more expensive. This will also allow you to carry out your annual planning, based on this data, to determine how to reach your business objectives.
Cost per client : investment made between clients generated over a certain period, which, like the previous point, will help you have a parameter for your planning.
Conversion rate : number of customers generated from leads, to determine your percentage of prospects that make it to the end of the funnel, which will also help you in your business planning.
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In addition to the KPIs mentioned above according to the objective, it is important to keep in mind a benchmark for each one, so that we know an average to aspire to or from which to start to know if we are in an adequate range, or if we need to improve a lot. However, I also recommend that once you have historical information, you compare yourself to yourself, evaluating whether your ads are at their highest performance, if there are no external factors that increase or decrease it, and if your conversion rates are ideal.
I hope this little guide on how KPIs are determined in an agency is useful to you , since it is important to measure what is necessary and appropriate, according to the objectives. If they always use the same ones and they do not contribute anything, it is necessary to reevaluate the knowledge and expertise used by those who execute your campaigns.
