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July 01, 2016

If you're looking for key performance indicator examples for your mobile campaign, it can be challenging to figure out how to source these metrics, determine which ones are most important, and then interpret the data you gather. Commonly known as KPIs, these data points serve to give you an idea of what's working, what isn't, and what you should be doing in the future. But where do you start, and which KPIs align with your mobile advertising strategy? Here's how to match the right KPIs to relevance, brand awareness, conversion, and engagement.

Click-Through Rate
One of the most common key performance indicator examples is the click-through rate (CTR). For a long time, marketers relied on CTR alone to determine the success of their mobile campaigns, and it remains the most popular metric to measure mobile native ad effectiveness, according to eMarketer. But the average CTR for online banner ads is 0.06 percent, according to Google's Display Benchmark Tool. This means, on average, a little over one ad is clicked on out of every 2,000 displayed.

Since you have many other KPIs to measure the success of your campaigns, CTR is best used to measure interest and relevance. If you're seeing numbers below average, or even want to work on getting your campaign CTR above average, consider split testing your creative or audience targeting. By choosing one variable to change and measure, you'll have a better chance of figuring out what's holding your campaign back. Adding context, like including location-based targeting as a part of your strategy can also improve CTRs.

Site Traffic Analysis
Rather than measuring direct response to your ad, as CTR does, site traffic analysis looks at the overall effect your advertising campaign is having on brand awareness. Ultimately, you should see site traffic and related Internet searches increase. Just because someone doesn't click on the ad doesn't mean they're not going to Google you later, or head to your website to learn more. In fact, found one in five users exposed to an online ad conducted a brand-related search, while one in three ended up visiting the advertised brand's website. With this in mind, make sure your website is tied in with your ads, both visually and in content type and tone. Users should have a cohesive experience and be able to easily find the information you were advertising.

Conversion Rate
This key performance indicator tells you more about the audience's journey further down the funnel, focusing less on awareness and more on your ultimate success at prompting the user's behavior. Conversion rate measures how many users performed the desired action—sometimes it's in the ad's CTA, other times, in the landing page's CTA—in relation to the number of users shown the ad, and gives marketers a solid metric for engagement.

In order to measure conversions, you need to first determine what you're considering a conversion. Does a customer convert once they submit their email address, or is it when they place an order or visit a store location? Using different tools, you can trace a customer's journey from banner click to conversion, then use that data to compare conversion rates for different campaigns. Take a cue from HubSpot and test your mobile landing pages to improve conversion rates.

And closely tied to your conversion rate is the cost-per-conversion rate. Once you know how many of your audience are converting, you can calculate a cost for each by dividing your overall campaign costs. This helps you determine where to focus your budget in the future to improve your ROI.

Customer Loyalty
Marketing is just one part of earning customer loyalty, but a compelling offer can help get people in-store, increasing the likelihood of more repeat customers. For example, a recent campaign on Waze for a casual dining restaurant featured an offer for a free appetizer. Throughout the course of the campaign, almost half of those that took advantage of the offer returned to a restaurant location a second time. Waze helped increase foot traffic and a good dining experience kept customers coming back for more.

≥≥ Need a Shortcut?
1. Measure click-through rate to determine your campaign's relevance and interest to your audience.
2. Make sure your mobile campaign has positive impact on your overall website traffic.
3. Conversion metrics, like in-store visits, can measure the impact of a compelling campaign.
4. Measuring repeat customers and spend per visit indicates more about the in-store experience than campaign effectiveness.
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