Beyond Platform Metrics: True Campaign Performance
Discover why relying solely on platform metrics can be misleading when evaluating campaign performance. Learn how to measure true content consumption and make data-driven decisions for your marketing strategies.
KA
by Kirk Ahlquist
The Illusion of Platform Metrics
Campaign 1: Video Ad Performance
In-feed video advertisement with seemingly lower engagement
- Click-Through Rate: 0.67%
- Cost per Click: $1.88
Campaign 2: Static Image Ad Performance
Single-image ad with apparently superior metrics
- Click-Through Rate: 3.50%
- Cost per Click: $0.33
While traditional metrics suggest Campaign 2 significantly outperforms Campaign 1, these surface-level statistics may not tell the complete story of true engagement and impact.
Content Delivery Medium Matters
Video Content in Feed
Users can consume video content directly within their social media feed, enabling immediate engagement without leaving the platform
Static Image Click-through
Static image ads require users to click and visit external landing pages, creating an additional step in the content consumption journey
Introducing a New Metric
Cost per Percentage of Content Consumed
This metric reflects desired user behavior and allows for accurate comparison between different campaign types.
Video Ad Consumption
Utilize native video metrics to measure the percentage of users watching specific video portions.
Single-Image Ad Consumption
Implement custom scripts to track scroll depth on landing pages for accurate measurement.
Calculating True Campaign Performance
Interpreting the Results
1
Surface-Level Metrics
Single-image ad appears to perform better with higher CTR and lower CPC.
2
Content Consumption Metrics
Video ad outperforms in terms of cost per percentage of content consumed.
3
True Performance
Video campaign proves more cost-effective for ensuring content consumption by users.
Implementing Advanced Tracking
1
Set Up Video Metrics
Configure ad platform settings to track video consumption percentages accurately.
2
Implement Scroll Depth Tracking
Develop and deploy custom scripts to measure landing page scroll depth.
3
Integrate Data
Combine platform metrics with custom tracking data for comprehensive analysis.
Key Takeaways for Marketers
Look Beyond Surface Metrics
Don't be misled by high CTRs or low CPCs alone.
Focus on Content Consumption
Measure how users interact with your content across different mediums.
Adapt Your Strategy
Use comprehensive metrics to inform and optimize your campaign decisions.