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KPIs by Campaign Type

  • Updated

General

This guide provides a list of analytics best practices by Clinch campaign type.

Awareness Campaigns

Goal: Maximize reach and brand visibility

Best KPIs to Track by Campaign Type (with Benchmarks):

  • Display: Frequency (3–5 per week), Viewable Impressions (60–70%)
  • Audio: Completed Listens (85–95%), Frequency (2–3 per week)
  • Interactive Video: Video View Rate (60–75%), Engagement Rate (3–6%), Time Spent (30–45 sec), Completion Rate (60–70%)
  • In-Banner Video: Video Start Rate (30–50%), Completion Rate (25–40%), CTR (0.10–0.25%)
  • Social - Facebook: Engagement Rate (1–3%)
  • Social - TikTok:  Engagement Rate (4–8%), View-through Rate (10–20%)
  • Social - YouTube: Video View Rate (15–30%), Watch Time (30+ sec)
  • Social - Instagram: Engagement Rate (2–5%), Story Views (15–25% of followers)
  • Native: CTR (0.20–0.35%), Time on Page (30–60 sec), Engagement Rate (3–6%)

Optimization Recommendations:

  • Use high-impact creatives and optimize for viewability.
  • Rotate creatives frequently to avoid fatigue.
  • Test broad audience segments to maximize reach.

Consideration Campaigns

Goal: Encourage user engagement and interest

Best KPIs to Track by Campaign Type (with Benchmarks):

  • Display: CTR (0.08–0.20%), Bounce Rate (50–70%), Time on Site (30–90 sec), Page Views (1.5–3)
  • Audio: Click-through Rate (0.05–0.12%)
  • Interactive Video: Engagement Rate (5–10%), Time Spent (45–60 sec), CTR (0.15–0.40%), Video Completions (60–75%)
  • In-Banner Video: CTR (0.10–0.25%), Completion Rate (25–40%)
  • Social - Meta: CTR (0.50–1.5%), Engagement Rate (2–6%), Comments, Shares (Need to check if we get these from FB)
  • Social - TikTok: Engagement Rate (6–12%), Video Completions (60–80%), Shares (2–4%)
  • Social - YouTube: Completion Rate (40–60%), CTR (0.15–0.50%), Engagement Rate (2–5%)
  • Social - Instagram: Engagement Rate (3–6%), Swipe-ups (0.3–0.6%), Comments
  • Native: CTR (0.25–0.50%), Engagement Rate (4–7%), Time on Page (45–75 sec)

Optimization Recommendations:

  • A/B test CTAs and landing pages.
  • Optimize for engagement events like video views and scroll depth.
  • Use mid-funnel audiences and interest targeting.

Conversion/Performance Campaigns

Goal: Drive direct actions like sales or signups

Best KPIs to Track by Campaign Type (with Benchmarks):

  • Display: Click-Through-Conversion Rate (1-3%), CPA ($15–$80), ROAS (2–4x), CTR (0.10–0.30%)
  • Interactive Video: Click-Through-Conversion Rate (3–6%), Engagement-to-Conversion Ratio (15–25%), ROAS (3–5x)
  • In-Banner Video: CPA ($25–$70), CTR (0.15–0.35%)
  • Social - Meta: ROAS (2–4x), CPA ($20–$50), Click-Through-Conversion Rate (2–5%)
  • Social - TikTok: ,CPA ($15–$45), ROAS (1.5–3x), Click-Through-Conversion Rate(10–20%)
  • Social - Instagram:  Swipe-to-Convert Rate (0.4–0.8%), CPA ($25–$55)
  • Native:  CTR (0.30–0.50%), CPA ($20–$60)

Optimization Recommendations:

  • Leverage dynamic creative optimization (DCO).
  • Use lookalike audiences based on past converters.
  • Experiment with bid strategies and frequency caps.

Retargeting/Re-engagement Campaigns

Goal: Re-engage users who showed prior interest

Best KPIs to Track by Campaign Type (with Benchmarks):

  • Display: CPA ($10–$40), Click-Through-Conversion Rate (4–8%), Frequency (4–6), Time to Conversion (<3 days)
  • Audio: Re-visits (N/A)
  • Interactive Video: Click-Through-Conversion Rate (4–7%), Time to Convert (<2 days), Re-engagement Rate (15–25%)
  • In-Banner Video: CTR (0.20–0.35%), Conversions (N/A), Frequency (4–5)
  • Social - Meta: Click-Through-Conversion Rate (5–8%), CPA ($15–$45), LTV (N/A), Frequency (3–5)
  • Social - TikTok: CPA ($15–$40), ROAS (2–4x), Time to Conversion (<2 days)
  • Social - YouTube: View-through Conversion (N/A), Re-engagement Rate (12–20%)
  • Social - Instagram: Re-engagement Rate (10–20%), Click-Through-Conversion Rate (3–6%), Frequency (3–5)
  • Native: Re-engagement Rate (10–25%), Time on Site (60–90 sec), Click-Through-Conversion Rate (3–6%)

Optimization Recommendations:

  • Segment users based on behavior (e.g., cart abandoners vs. product viewers).
  • Use urgency and scarcity messaging.
  • Fine-tune frequency and recency windows to maximize impact.

General Tips

  • Always compare performance to benchmarks and historical baselines.
  • Segment KPIs by placement, creative, content (if available), product (if available), and location (if available).
  • Visualize KPIs over time to detect fatigue or saturation.
  • Use attribution models tailored to your funnel stage.