How do you measure your marketing performance?

If you’ve just launched a new campaign, you must feel relieved. The campaign is out there, the results are coming in, and the marketing team can take a deep breath. 

But it’s best not to get too comfortable, as a lot of the magic in marketing campaigns happens after it's launched! 

However, the number of metrics can be overwhelming, and you might struggle to know where to start. 

Metrics to measure marketing campaigns 

There are hundreds of other metrics you can choose to evaluate, and here are some of the more common ones: 

ROI - Return on investment 

ROAS - Return on ad-spend

CPA - Cost per acquisition

Visits - Users visiting landing page or platform 

CTR - Click-through rate 

CPC - Cost-per-click 

All of these can be used to measure the performance, identify gaps, and deeper investigations. 

And yes, there’s a lot of useful data in this, but you might not have the time and resources to investigate each and every one of these properly. Instead, you’re left doing it half-hearted with less than great results. 

So, my first advice would not be to get into every data point you can find. Instead identify the areas you think will indicate a successful campaign and focus on those. 3 metrics will do, and with these you can gain insights and influence future plans. 

Tracking every activity

Because the tricky thing with marketing is that you always have multiple activities running at the same time, so tracking each individual activity is not easy. It can take a lot of time and effort to pin down why activity A worked and activity B didn't. 

My ultimate tip is: Always focus on the customers. 

1. What did they see? 

2. What did they like? 

3. What made them act? 

How to ask the customers 

If you can, ask your audience directly. You can do this through social channels, emails, or in person if you have a shop or host an event. 

But if you need more behind the scenes data, you can get it through: 

1. Sign-up Forms 

2. Surveys & Polls 

3. Purchase History 

4. Website Behaviour 

5. Reviews 

Find out what they liked or what triggered them to take action. This will greatly help you in measuring your campaigns and prepare what’s coming. 

The bigger picture

Another key point when measuring marketing performance is understanding the bigger picture. Not every campaign will lead directly to a sale. 

Some activities are about brand awareness, others about nurturing leads or driving engagement. If you measure every effort only by conversions, you might overlook valuable insights. 

It’s also helpful to track your results over time. Campaigns often perform differently in the first few days compared to weeks later. 

Look for patterns: 

·         Are certain channels consistently underperforming? 

·         Is one type of content getting more traction? 

This can help you decide what worked and what didn’t. The perfect metrics to take with you into your next campaign! 

Are there other methods you like to use to gauge success in your campaigns?