Measuring the Results of an Advertising Campaign

  • Updated

After running an account-based ad campaign using the Demandbase Advertising Cloud, 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 the Advertising Cloud 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 the Advertising Cloud 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, select Advertising_icon_bullseye.png Advertising  > Summary tab.
  2. Look at the Reached, Visited, and Interacted data, comparing the results to the KPI guidelines in the table below.

KPIs_on_Summary_tab.png

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 Reached is < 90%: 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 CTRs on the Creatives tab are
< .03%:
Personalize home page to mirror off-site experience and message in order to drive higher on-site 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
< 30%: 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. Click JourneyIcon.png Journeys on the left navigation bar.
  2. Select an account list from the drop-down menu.
  3. Look at the Pipeline Opportunity and Velocity data.

Journeys_with_ad_KPIs.png

Tips:

  • Adjust the time frame for the reported data by changing the parameters of the Period Type fields in the upper right corner of the Journeys window.
  • Click Compare on the top right of the Journeys window to gain a side-by-side view of data from two different time periods (for example, Pipeline Opportunity of an account list before an ad campaign compared to the numbers during the campaign).
  • From the left navigation bar, select Analytics.png Analytics > Journeys_icon___label.pngJourneys to get more specific velocity metrics over a more customizable timeframe.

Additional Metrics

The following table defines other metrics on the Advertising Cloud 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 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.

0.04%-0.06%

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

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)

Lifted is the percentage of the accounts that have more engagement (page views) during the campaign(s) compared to the baseline period of 30 days prior to the start of the campaign(s).

30% Lifted.

If Lifted is < 30%: 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

 

Was this article helpful?

2 out of 3 found this helpful