Analyzing your digital campaign starts with your goal: What was your campaign for? Your goal affects which Key Performance Indicators (KPIs) you should pay the most attention to. One digital campaign can’t do it all, but it can do a lot. This blog will break down three types of digital campaigns used by ticketing services and the KPIs for analyzing each.
Awareness Campaign (Your goals: Impressions, Views, Engagements)
A campaign to boost brand awareness targets patrons at the earliest stage of their ticket purchase process. These patrons are doing their homework – they are trying to get a better sense of what they want to see as they research their purchasing options.
Your efforts here will focus on driving traffic to your site and prospecting new audiences. This will be done with digital ads and native content, which do not translate directly to conversions. Remember, these patrons are doing their homework and are not necessarily ready to book. To know if your branding campaign is working, pay attention to:
- Engagements (how are people engaging with your ad, e.g. clicks, likes, shares)
These KPIs depict whether you are getting potential patrons’ attention, and as any good marketer knows, attention is the beginning of everything.
Consideration Campaign (Your goals: Click Through Rate, View Through Rate, Post View Lands)
In the consideration stage of the ticketing purchase process, your patron has done her homework and is considering her booking options. She may still not be ready to book, but here you want her to consider your ticketing service above any others.
A digital campaign constructed to boost your brand during this stage of the customer journey can be measured according to:
- Click Through Rate (are people engaging with your ad?)
- View Through Rate (what percentage of people are viewing your video ad through to completion?)
- Post View Lands (how many users, who view but don’t click an ad, navigate to the site organically?)
With your brand building during consideration, you want to know how many patrons are exposed to your brand, and how much they interact with you.
Direct Response Campaign (Your goals: Conversions/Sales, Return On Ad Spend, Cost Per Acquisition)
While we’ve already discussed that not all digital campaigns lead directly to a conversion, you can construct a digital campaign with direct response objectives in mind. If you want to affect the number of patrons who book from you when they are ready to do just that, pay attention to:
- Return On Ad Spend
- Cost Per Acquisition
Keep in mind that your digital marketing campaign may still be successful without high direct response KPIs. For example: What if a patron saw your ad, told a friend about it, and the friend went on your site to book? From a digital marketing perspective, this can’t be measured via direct response indicators.
Therefore, it’s especially important to consider your goals and how to practically gauge if you are hitting them.
Originally published on June 29th 2017. Modified and updated on April 30th, 2019.