Measuring the Results of an Advertising Campaign

  • Updated

Important: The availability of some features described in this article depends on your version of Demandbase One. Contact your Demandbase Admin about the features available.

After running an account-based ad campaign using Demandbase Advertising, your next step is to measure the success of the campaign. 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 Advertising to get performance metrics for your ad campaigns.

Here are some ideas to get started.

KPIs to Track

We recommend that you use Demandbase campaign metrics to formulate KPIs (Key Performance Indicators) that measure the success of your account-based ads and track account progression through the pipeline. The KPIs appear on the campaign reporting page of Advertising and in the dashboards of the Journeys solution.

Awareness KPIs

Awareness KPIs track the performance of your ads for top-of-funnel prospecting and new-market entry. To gather Awareness KPIs:

  1. From the left navigation bar, go to Advertising.png Advertising and select the Summary tab.
  2. Look at the Reached, Visited, and Interacted data, comparing the results to the KPI guidelines in the table below.

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KPI Metric Description Benchmark Next Steps to Optimize

Reached

Accounts that have been served at least one impression during the campaign.

70% or greater.

If Reached is < 70%: Make sure that accounts are reachable and that the  campaign runs for a longer duration. 

Visited

Accounts that have visited your website during the campaign.

40%

If Visited is > 75% but Interacted is < 25%: Use personalization on the landing page and on the homepage to help drive increased engagement.

If Visited is < 40%: Possibly re-evaluate creative messaging.

Interacted

Accounts that for the short term have met your benchmark for Interaction with your website.

25-30% or greater for 3-month campaigns.

If the Interacted metric is
< 25%: Use personalization on the landing page and on the homepage to help drive increased engagement.

If the Interacted and Visited metrics are similar and are < 50%: Increase impressions per account.

Pipeline KPIs

To gain insight about the pipeline stream generated by an account list:

  1. From the left navigation bar, go to Analytics2.png Analytics > Journeys.
  2. Look at opportunities in Pipeline stages and the corresponding Volume, Velocity, and Conversion data.

Tips: Click Compare another list on the top of the chart to compare data from different date ranges. For example, compare Opportunity of an account list before a campaign against during the campaign. See Understanding the Journeys Summary Page for more information.

Measuring the Results of an Advertising Campaign.png

Additional Metrics

The following table defines other metrics on the Campaigns dashboard and suggests some benchmarks for effective campaign performance.

Metric Description  Benchmark Next Steps to Optimize

Clicked

(on the Summary tab)

Accounts that have clicked your ad.

At least 20-25%.

This varies greatly by campaign.

CTR

(on the Accounts tab)

Click-through rate: The ratio of the number of clicks divided by the number of impressions served.

0.05-0.07%

If CTR is < .04%: Use personalized creatives to improve CTR and on-site engagement.

This varies greatly by campaign.

CPC

(on the Accounts tab)

Cost per click: The total amount you paid for the campaign divided by the number of clicks.

This varies greatly by campaign.

This varies greatly by campaign.

CPM

(on the Accounts tab)

Cost per thousand impressions.

This varies greatly by campaign.

This varies greatly by campaign.

Lifted

(on the Summary tab)

Percentage change between the average number of pageviews per day among targeted accounts during the period defined by the Campaigns dashboard date picker and the average for those accounts in the 30 days prior to the campaign launch.

25-45% Lifted.

If Lifted is < 25%: Review campaign KPIs and metrics to determine cause. Review assets (audience, creative, landing page) to ensure ABM best practices are implemented.

New Accounts On Site

(on the Summary tab)

New Accounts On Site refers to the number of accounts that are new to the website compared to the baseline period of 30 days prior to the start of the campaign. The New Accounts On Site value is a subset of the total lifted accounts.

This varies greatly by campaign.

This varies greatly by campaign.

CTR and CPC are B2C metrics that aren’t as helpful to use as performance measures for account-based campaigns. CTR is the indicator of your messaging success: People who take action from seeing your ad impressions. But that is only part of the picture. Many users 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 the following recommendations for audiences, budget, creative, and KPIs based on your campaign objectives and current Journey Stage of accounts.

Objective Account List Budget ($/account/month) Creative KPIs

Awareness:

Top-of-funnel prospecting, New-market entry

Qualified or Aware Journey Stage

$35–$50

Broad value proposition

Accounts reached or stage progression

Accounts visited

Pipeline:

Generation, Acceleration, Improve close rates, Improve average contract value (ACV)

CRM List

Aware, Engaged, or MQA Journey Stage

$35–$75

Tailored value proposition

Call-to-action

Short-term: 
Engaged accounts

Long-term:
Opportunity generation

Customer:

Retention,
Up-sell/Cross-sell

Customer List

Customer or Customer Engaged Journey Stage

$60–$75

Product messaging

Case studies

Opportunity generation

Closed-won opportunities

 

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