Monday, January 28, 2013

Key Performance Indicators (KPI) for Campaign Targetting


We have launched the new new campaigns and want to measure the effectiveness by using results. When I tried to do that we observed following metrics (Key Performance Indicators) very useful. I hope those will help you too.

1. % of visits by medium : Does the distribution of our marketing budget match the received visitors?

2. % of goal conversion rate by medium: Which medium is contributing more for getting goal conversions?

3. % of visits by source type: To know any online channel from which visitors arrive at your website.

4. Campaign Quality Index (CQI) : How well targeted your campaigns are at driving qualified leads.

         CQI = (% goal conversions from campaign) / (% visits from the same campaign)


Interpretation of the CQI:
a. CQI=1 tells – a visitor from said campaign is likely to convert as a visitor from from any other campaign.
b. CQI= less than 1 (<1)  tells – less likely to convert than a visitor from any other campaigns.
c. CQI= greater than 1 (>1) tells – visitor is more likely to convert than a visitor from any other campaigns.

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