Measure the Results of Your Ad Campaign

  • Updated

Solutions to Use

  • Demandbase ABM Platform (Required)
  • Targeting Solution (Required)

Overview

After running an account-based ad campaign using the Demandbase Targeting Solution, your next step should be on measuring success. You’ll want to focus on the business results of your efforts with metrics that are relevant for B2B and ABM. Use the campaign reporting available inside the Targeting Solution to get performance metrics for your ad campaigns. Here are some guidelines and steps to get you started.

Topics

KPIs to Track

Here are the KPIs we recommend you use to measure your account-based ads. These are all available from within the Targeting Solution campaign reporting page to view and track progression through the pipeline.

Awareness KPIs

Use these KPIs to track the performance of your ads for top-of-funnel prospecting and new-market entry.

KPI Metric Description Benchmark Next Steps to Optimize
Reached Accounts that have been served at least one impression during the campaign 75% or greater If Reach is < 90%: Make sure accounts are reachable and campaign runs for longer duration
Visited Accounts that have been to your website during the campaign Varies greatly by campaign and geography

If Visited is > 75% but CTR is < .03%: Personalize homepage to mirror offsite experience/message to drive higher onsite engagement.

If Visited is < 40%: Use Account Selection to help identify in-market accounts and possible reevaluate creative messaging.

Pipeline KPIs

Use these KPIs to track your ad campaign pipeline generation and acceleration to help improve close rates and ACV.

KPI Metric Description Benchmark Next Steps to Optimize
Engaged Accounts engaged
short-term that have met your definition of website engagement
25-30% or greater for 3-month campaigns

If Engagement is < 30%: Use personalization on landing page and homepage to help drive increased engagement

If Engagement and Visited are similar and are < 50%: Increase impressions per account

Opportunity Long-term opportunity generation: accounts with at least one new CRM opportunity created since the campaign began This varies greatly depending on many different factors

If Opportunity = 0: Ensure accounts are in-market (Account Selection) and enable sales via Conversion

If Opportunity is > 25%: Look to remove these accounts from the campaign and add into a nurture campaign with different messaging. Also ensure sales is leveraging Conversion to provide timely insights.

Customer KPIs

Use these KPIs to track your ad performance for retention, upselling, and cross selling.

KPI Metric Description Benchmark Next Steps to Optimize
Opportunity Long-term opportunity generation: accounts with at least one new CRM opportunity created since the campaign began This varies greatly depending on many different factors

If Opportunity = 0: Ensure accounts are in-market (Account Selection) and enable sales via Conversion

If Opportunity is > 25%: Look to remove these accounts from the campaign and add into a nurture campaign with different messaging. Also ensure sales is leveraging Conversion to provide timely insights.

Won Closed-Won rate: Accounts with at least one CRM opportunity that has progressed to Closed Won since the campaign began Varies greatly depending on many different factors

 

Additional Metrics

Here are additional metrics you can track from within the Targeting Solution campaign reporting.

Metric Description Benchmark Next Steps to Optimize
Clicked Accounts that have clicked your ad At least 25%  
Converted Accounts that have visited at least one conversion page This varies greatly based on who you are targeting, what your forms look like, and where they are in the sales cycle If your campaign has been running for more than 6 months: Ensure different sales enablement (Conversion) and nurture tactics are set up to improve funnel velocity and increase closed won.
CTR Click-through-rate: The ratio of the number of clicks divided by the number of impressions served 0.04 - 0.06%  If CTR is < .04%: Use personalization to improve CTR and onsite engagement
CPC Cost per click: The total amount you paid for the campaign divided by the number of clicks This varies greatly per campaign  
Conversions Number of visits to conversion pages This varies greatly depending on many different factors

If Conversion is < 5%: Use Demandbase Forms to smooth the path by reducing form fields

If Engagement is > 75% but Conversions is < 5%: Look to understand where conversion points are, what content should be gated vs not and test out 1 to 4 fields in a form

Cost Per Conversion How much your organization paid for each account that converted to a lead This varies greatly depending on many different factors  
Effective CPM Effective cost per thousand impressions    
Lift 

Lift is the number or percent of accounts with increased page views from the baseline period to the campaign period. You can have 2 types of lifted accounts: 

  • More engaged: Accounts with more page views during the campaign than the baseline.
  • New on site: Accounts on-site during the campaign but not on-site during the baseline. 
30%
If Lift is < 30%: Review campaign KPIs/metrics to determine cause. Review assets (audience, creative, landing page) to ensure ABM best practices are implemented.
Note:  CTR and CPC are B2C metrics that aren’t as helpful to use as a performance measure for an account-based campaigns. CTR is the indicator of your messaging success. People who take action from seeing it. But that is only part of the picture. Many users will view the ad but take action at a later date. We recommend looking deeper at the segment of accounts from your target accounts -- it’s these clicks that are the most useful to track when determining the health and success of your ad campaigns.

Campaign Objective-Based Guidelines

Use these recommendations for audiences, budget, creative, and KPIs based on your campaign objectives.

Objective Audience Budget ($/account/ month) Creative KPIs

Awareness:

Top-of-funnel prospecting, New-market entry

Account Selection

Firmographics

$15 - $35 Broad value prop

Accounts Reached

Accounts Visited

Pipeline:

Generation, Acceleration, Improve close rates, Improve ACV

CRM

Account Selection

$35 - $75

Tailored value prop

Call-to-action

Short-term: Engaged accounts

Long-term: Opportunity generation

Customer:

Retention, Up-sell / Cross-sell

CRM

Account Selection

$15 - $25

Product messaging

Case studies

Opportunity generation

Closed-won opportunities

Viewing KPI Metrics

In this video we provide you with a high level overview of the Targeting Performance Dashboard. The dashboard shows you what you can measure when running an advertising campaign with Demandbase. With the Targeting Performance Dashboard, you have visibility into the advertising metrics important in measuring your account-based advertising campaigns. This includes traditional metrics like impressions and CTR, but also cost per account visited and cost per account engaged.

Steps

Log in to the ABM Platform and follow these steps.

  1. Navigate to Targeting, then click the checkbox for the campaign you’d like to view. Select multiple campaigns at once to view consolidated metrics across all of them.
  2. Click the blue arrow to expand the reporting view for the campaigns you selected.
  3. From the Stages tab take a look at the Cost per Account Visited, and Cost per Account Engaged metrics.
  4. Adjust the Date Range in the filters section on the upper right side of the page to drill down into a specific time period.
  5. Apply other filters as needed.
  6. Click the Performance tab and review high level metrics including Accounts Reached, Lifted Accounts, Accounts new on site and Accounts clicked.
  7. Next go to the Creatives tab to view the top creative by impression delivery.
  8. Take a look at the Publishers tab to see who your top publishers are.
  9. Use the Export option to share your results in CSV or PDF format.

You can also use ABM Analytics in the ABM Platform to analyze campaign performance against Control Accounts or custom audiences for more in-depth insights and ROI reporting. See this section to learn how.

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