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 campaign with Demandbase Advertising, measure success using B2B and ABM relevant metrics. Leverage Advertising’s reporting to track campaign performance.
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:
- From the left navigation bar, go to
Advertising.
-
On the Performance tab of the Campaigns dashboard, review the Reached, Visited, and Interacted data.
-
Compare the results to the KPI guidelines in the following table:
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:
- From the left navigation bar, go to
Analytics > Journeys.
-
Look at opportunities in Pipeline stages and the corresponding Volume, Velocity, and Conversion data.
Tip: 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 vs. during the campaign. See Understanding the Journeys Summary Page.
Additional Metrics
CTR and CPC are B2C metrics that don’t capture the full impact of account-based campaigns. While CTR shows if your messaging resonates, many decision-makers engage later, not at the first click. For ABM, it’s more effective to track engagement from target accounts, since those clicks better reflect campaign health and impact.
The following table defines 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. |
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: Long-term: |
|
Customer: Retention, |
Customer List Customer or Customer Engaged Journey Stage |
$60–$75 |
Product messaging Case studies |
Opportunity generation Closed-won opportunities |