Sometimes, we have the perception that the true way to measure someone is not by what they say they are going to do, but by what they actually do, since a goal almost achieved has much more value than a perfect plan that was never executed. In digital advertising, things are similar. The best strategic plans, the most creative campaigns and the gigantic audiences you want to impact are of no use if you do not measure them correctly and do not know the real scope of each advertising effort.

There are many metrics. CPL, CPC, CPM, CTR and a long etcetera of marketing terms that often make us seem much more avant-garde or technical than we really are, however, there are two universal measurements that are infallible:

  1. Laughter as a result of happiness, and
  2. Money as a result of a successful business

Let's focus on the second because, to be honest, no company's strategic plan aims for a CTR of 20% at the beginning of the year or reaching a CPC of 2 pesos. Without fear of being wrong, I am sure that in your company each year a percentage growth of income vs. the previous year or, in the best of cases, a number expressed in money that is proposed as a goal.

Well, I'm going to give you three tips to be able to measure the success of your campaigns in what matters to us: in money.< /strong>

  1. Measure everything and assign a value to each action

I am not just referring to installing an analytics pixel to extract data, I am referring to understanding how each action carried out in your strategy represents value to be able to generate conversions or sales. Let's see this through what happens in football teams. Normally, success is awarded to whoever pushes the ball into the opponent's goal and it is not taken into account that this result was achieved thanks to a goal-scoring play that involved the intervention of many players. Following the analogy, this is exactly what happens when you measure as successful only the last interaction of your strategy with the user without thinking that there was a history of previous impacts, since each effort of your strategy, whether video, display, shopping, search, social ads, or those you have considered, contribute to the decision that the user finally makes. So take advantage of the data and measure everything!

  1. Create a sales flow

Identify how many steps are executed from the moment the user decides to interact with your campaign until you close a new business. Measure the time, friction, objections and negotiations that occurred before the closing of each opportunity or, where appropriate, the steps you make the user take before purchasing from your online store.

Once you have the flow completely mapped, reduce friction, attention times and steps to purchase, you will see that your success rate will increase.< /span>

I recommend that you have the support of some CRM, preferably choose those that are compatible with the linking of marketing tools, since in this way your entire flow It will be perfectly monitored and you will be able to detect the place where it is important to make adjustments. 

  1. Monetize your efforts

Monetizing your efforts is perhaps the simplest part of the equation, however, as incredible as it may seem, there are companies that do not do it. Perhaps this is because they do not want to or do not know that all marketing efforts are an investment and not an expense, therefore, it is important to be aware of the issue and be aware that more money must come in than invested in order to generate profitability and , in the best of scenarios, have success stories.

Measure the ROAS of your campaigns, that is, how much money each peso of your investment makes you earn and make a comparison of how much profit you are generating. Doing so will allow you to prepare favorable financial reports, as well as investment and return projections for future campaigns.

Now you know. Measure the success of your campaigns for what they are worth and, if you have questions, come to us and we will be happy to help you.