How do you measure the impact of your marketing campaigns?

A common measurement is impressions.

Impressions are a measure the total number of times an advertisement, piece of content, or web page is displayed to users, regardless of whether or not it is clicked.

An impression is recorded every time something is shown, serving as a fundamental metric for brand awareness.

A problem with impressions is that they count when something is shown but don’t differentiate between how many people see it from how many times one person saw it.

Two vastly different results.

While impressions count the total number of views (including repeats), perhaps reach, which measures the number of unique individuals who saw the content, would be an improved metric.

The most effective, bottom-line measurement of a campaign is return on investment (ROI), as it calculates actual profitability by comparing revenue generated against total costs.

To optimise a specific campaign consider measuring the return on spend and cost per acquisition as these are more critical, actionable metrics.

So, if you are hung up on numbers, ensure that the numbers you are crunching are those that present the real data that defines how effective your marketing campaign is and if necessary, what needs to be done to improve it.