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Generative AI is everywhere now. You see it in content, campaigns, customer experiences, and even internal workflows. It promises speed, scale, and efficiency, but there’s a harder question sitting underneath all that progress; Do your audiences actually trust it?

Trust in the Age of AI: What Consumers Really Think About AI Generated Content

Today, PR teams aren’t just tracking media coverage and share of voice. They’re also measuring how their brand shows up in AI-generated answers, search summaries, and large language models (LLMs). This new LLM visibility layer is quickly becoming a critical part of PR performance.

15 Must-Have PR KPIs and How to Track Them

See how one platform can power every decision across PR, communications, and marketing.

The Meltwater Blog

Blog Topics: Generative Engine Optimization, Media Intelligence, Media Relations, Social Listening, Consumer Intelligence, Influencer Marketing

Find out how you can leverage Facebook to boost your brand's online presence and gain a competitive edge. Explore the Meltwater category page today!

Facebook Blog | Meltwater

Find out how you can leverage Instagram to boost your brand's visual appeal and gain a competitive edge. Explore our category page today!

Instagram Blog | Meltwater

Find out how you can leverage LinkedIN to grow your professional network and gain a competitive edge. Explore the Meltwater category page today!

LinkedIn Blog | Meltwater

Find out how you can leverage TikTok to elevate your brand with creative content and gain a competitive edge. Explore the Meltwater category page today!

TikTok Blog | Meltwater

Find out how you can leverage X / Twitter to engage your audience effectively and gain a competitive edge. Explore the Meltwater category page today!

X / Twitter Blog | Meltwater

Find out how you can leverage YouTube to create engaging video content and gain a competitive edge. Explore the Meltwater category page today!

YouTube Blog | Meltwater

Generative Engine Optimization (GEO) is transforming how brands show up in AI-powered search. Explore insights, strategies, and best practices to help your content rank and resonate across conversational engines like ChatGPT, Gemini, and Copilot.

Explore insights and strategies for Generative Engine Optimization (GEO) to help your brand stay visible and discoverable in AI-powered search.

Generative Engine Optimization (GEO) Blog Collection | Meltwater

Every day billions of conversations take place on social media: tweets, posts, comments, blogs, reviews, podcasts, and much more.
Learn how to use social listening to make sense of all of that data.

On our social listening category page, you find all our blogs covering topics around social listening and social media monitoring. Read more.

Social Listening Blogs | Category

Business Reputation Management: What does it take to add reputation management to your marketing strategy? More importantly, how do you keep your reputation sparkly and shiny? Here’s your all-access guide to online reputation management for the long term.

On our reputation management category page, you find all our blogs covering topics around business reputation management. Read more.

Reputation Management Blogs | Category

From your brand's logo to your website, your social media presence to your customer support—these elements combined are what constitutes a brand in the minds of customers. But, there are thousands of other businesses that have a logo, website, social media presence, and website. So, how can you position your business on the market and make it stand out from the competition?
The key to success is branding & brand management!

On our brand management category page, you find all our blogs covering topics around brand management. Build your strategy and reach your goals!

Brand Management Blogs | Category

Competitive intelligence and the act of collecting competitive data can be seen as growth drivers for a company. Our guide will help you understand the concept of competitive intelligence (CI) by answering questions such as: What is the definition of competitive intelligence? How is competitive intelligence useful to organizations? What is the goal of competitive intelligence? And more.

On our competitive intelligence category page, you find all our blogs covering topics around competitive intelligence. Learn how to stay ahead.

Competitive Intelligence Blogs | Category

Let’s dive into the customer journey framework and how to optimize the process by creating a customer journey map and using metrics that matter when analyzing the customer journey.

On our customer journey category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Customer Journey Blogs | Category

What Is Data Analytics? [Beginner’s Guide 2023]
How can I grow my business? 
How do customers interact with my newly launched product?
How do I increase the productivity of my employees?
How do I know if my marketing efforts are working?
We have just two words for you...Data analytics!

On our data analytics category page, you find all our blogs covering topics around AI and data analytics. Technical and still easy to understand.

AI & Data Analytics Blogs | Category

Public relations and media relations can add impact to any marketing strategy. It’s an opportunity for brands to grow their reach beyond traditional sales messages. PR helps to shape the image you want people to have of your brand.
So, what is PR and how do you use it? This guide shows you everything you need to know to build a strong public relations foundation.

On our public relations (PR) category page, you find all our blogs covering public relations and communications topics. Step up your PR game.

Public Relations (PR) Blogs | Category

We all know exactly what the roles of sales or accounting are in a company, right? We might even have a slight idea of what the IT guys are doing.
But there is another business discipline, that plays a crucial role in organizations, even more so during the pandemic – internal communications!
But what exactly do we mean by that, what purpose does it serve and what steps can you take to ensure you and your employees will communicate effectively?

On our internal communications category page, you find all our blogs about internal comms topics. Learn about the intranet, internal newsletters, and more.

Internal Communications Blogs | Category

As the internet has taken root in more areas of our lives — everything from entertainment to shopping to paying bills and more — traditional marketing is becoming less impactful. As any marketer knows, you need to focus on where your audience is if you want to reach them. Since the average person spends about seven hours a day online, it’s no surprise that content has maintained its hold on marketers.

Here's a closer look at what content marketing is and why it matters more than ever in our digital-first economy.

On our content marketing category page, you find blogs about content marketing topics. Learn about strategies, KPIs, tips, and more. Make your content king!

Content Marketing Blogs | Category

The rise of the influencer marketing space – today a $10 billion industry, growing 50% per year – is one of the clearest examples of how social media is transforming traditional marketing. These days having a business website, presence on social, PR coverage, and your own content isn’t enough to compete.
We'll dive into the intricacies of influencer marketing to help ensure that you're equipped with the insights needed to be successful in this space.

On our influencer marketing category page, you find blogs about influencer marketing topics. Build your strategy, find influencers, and measure results.

Influencer Marketing Blogs | Category

Have you just launched a new product or service that you want to get the word out about? Maybe you want to share with consumers why it is awesome and how it is so much better than the one your competitors offer.

Well, then, there is one thing you can't do without...Marketing!

On our marketing category page, you find blogs about marketing topics. Learn about all the different angles and types of marketing and improve your results.

Marketing Blogs | Category

In this guide, we want to give you a peek into the definition of social media management, the daily schedule of a social media manager, social media platforms to promote your business, and the do’s & don’ts of social media management.
Are you ready to begin the journey of becoming a social media superstar?

On our social media management category page, you find blogs about social media management topics. Build and manage your online community.

Social Media Management Blogs | Category

Building a following and using social media platforms to reach a wider audience requires a well-planned social media marketing strategy. In this guide, we’ll be looking at why social media marketing is so essential and how you can make it work for your business.

On our social media marketing category page, you find blogs about social media marketing topics. Learn how to get the highest paid social ROI!

Social Media Marketing Blogs | Category

In the fast-evolving realm of digital marketing and public relations, utilizing the right tools is crucial for success. Our interdisciplinary category showcases all the pertinent tools for digital marketing & PR. These tools help in enhancing your online presence and effectively reaching target groups, whether through reputation management, influencer marketing, or social media management.

On our digital marketing and PR tools category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Digital Marketing & PR Tools Blogs | Category

You pour your heart and soul into your marketing campaigns. But even when you launch the campaign and share all your hard work with the world, you’re not quite finished yet. That’s because campaign measurement comes at the very end – and it’s a step you don’t want to skip.

It’s not a glamorous topic, nor is it very much fun. But no campaign is complete without measurement. This is your opportunity to look back at your campaign, see how you did, and start planning for the next one.

Not measuring your performance is kind of like learning trigonometry in high school: you study hard, take the test, then never use that knowledge again! That’s all fine and dandy for non-math majors. But for marketers who are going to keep creating and launching campaigns, you need campaign measurement to help guide you.

Here’s your ultimate guide to campaign measurement, including why it matters and how to measure the success of a campaign. Let’s go!

Challenges of Measuring Campaign Performance

How Do You Build a Campaign Measurement Framework?

How to Measure the Effectiveness of a Campaign: 3 Ways

Campaign Performance Measurement: Next Steps

Tip: Also learn How To Measure Social Media Campaign Success, How To Measure Ad Campaign Effectiveness, How To Measure Brand Awareness, Influencer Marketing Reporting & Analytics, and How To Measure Influencer Marketing.

Let’s start with a simple definition: what is campaign measurement, exactly?

We define campaign measurement as the intentional process of measuring the impact of your marketing campaign. You can measure campaign performance using a number of marketing KPIs (more on that in a moment) and marketing campaign measurement tools that allow you to compare your results to your campaign objectives. Effective marketing campaign management is crucial in ensuring these measurements align with your goals

When many marketers think about the impact of a campaign, they’re typically referring to the sales impact – the amount of revenue your campaign brought it. But it also depends on the goal of your campaign. If you’re running a marketing campaign to increase brand awareness, measuring sales might not give you the full picture of your marketing efforts.

This underscores the reason why campaign measurement matters. It gives you the full scope of your campaign performance. Know where you’re moving the needle and where your campaign may have fallen short.

With this information in hand, you can optimize your future campaigns to reach your goals faster and better with every attempt.

There’s also the matter of optimizing your budget alongside your campaign results. As the famous John Wanamaker once said, “Half the money I spend on advertising is wasted. The problem is, I don’t know which half.” When you take time to measure your campaign performance, you have a better idea of where your money was well spent and what might have been a waste.

For example, you might have found that your owned media outperformed your paid media, or vice versa. Or, you might have gotten significantly more traffic from TikTok than Facebook. You never know unless you check!

Struggling to measure campaign performance? You’re not alone: 84% of marketing professionals feel pressured to prove marketing ROI (and struggle to do so). What’s more 61% of marketers say they don’t consider ROI when making strategic decisions because they’re not confident in their own data.

We’re living in the era of data-driven everything. There are more bits of data than there are stars in the universe! Experts predict that we’ll be generating 463 exabytes every day – that’s more than 212 million DVD’s worth of data.

Marketers are no strangers when it comes to data. Data helps us learn more about customers and helps us measure campaign performance. But there can be too much of a good thing. Too much data can become unwieldy. It’s harder to find the diamonds where there’s too much “rough.”

If you’re struggling to make sense of your marketing campaigns, you might have a data problem. Getting specific on what data matters and what data you can tune out will be key to your success.

Just like having too much data to manage, you might also have the wrong data in hand. You might be putting too much emphasis on vanity metrics when you should be looking at month-over-month or year-over-year growth, for example.

Again, you can remedy this problem when you get specific about the data you need and don’t need.

In the past, measuring campaign performance meant waiting for a marketing campaign to end, then collecting data and turning them into insights. It was a lagging process that gave you hindsight, ideally before it’s time to start the next campaign.

Today, we have real-time analytics tools like Meltwater that can give us up-to-the-minute looks at how a campaign is performing. This not only makes it easier to manage your campaigns and gauge their success, but also allows you to make adjustments before the campaign ends.

You can’t manage what you can’t measure. But you also can’t measure what you can’t define. To combat this, you need a specific measurement plan.

Every good marketing campaign should start with a clear, specific goal. What exactly do you want to get out of it? What does success look like?

When you start with the end in mind, you can choose the right KPIs to measure your campaign and see how successful you were.

If you don’t have campaign goals, you’re going to struggle to measure its performance.

Google Analytics or other campaign measurement systems can only take you so far. You also need to be able to use those tools to their potential.

Know what you’re looking for when combing through your analytics. Make sure your tools and systems are set up to capture the data that matters to you. If they’re not, campaign measurement just got harder.

You’re Unsure How to Turn Data into Actionable Insights

Collecting data is a big part of measuring campaign success. But marketers need to take this a step further by turning data into insights.

Data by itself isn’t enough to help you see whether you reached your campaign goals. You also need to know what that data means – particularly what it means to your business or brand.

Cross-Channel Campaigns Create Data Siloes

Multi-channel digital campaigns are inherently harder to measure. In addition to creating campaign content that works for each channel (e.g, email, PPC, social media, etc.), you also have to keep track of how your campaign is performing on each one.

Integrating data from various channels can prove challenging enough. Many marketing professionals use a variety of data tools to facilitate this, but proliferation can quickly make even a single campaign become cumbersome.

You’re Choosing the Wrong Measurement Approach

There’s more than one way to measure the success of a campaign. There’s a direct way, where you compare your campaign results to your KPIs and benchmark data. You can also compare two or more campaigns to see which one performed best.

Ideally, you’ll take several different approaches to measure your campaign’s success. This gives you a more comprehensive look at your efforts so you can connect more dots and see where you made the biggest impact.

Ultimately, you measure your campaigns to prove your success. But before you can do this, you need to define what “success” looks like. It’s a vague term that might have different definitions depending on who you ask.

Let’s look at some of the key performance indicators and metrics that can help you measure campaign effectiveness:

Website Traffic: The temporary increase in website traffic as a direct result of a marketing campaign. Marketers should be able to track where traffic is coming from to see which source(s) are generating the most leads and conversions.

Click-Through Rate (CTR): A measurement of how many people clicked on a call-to-action compared to the total number of people that viewed your content.

Bounce Rate: The percentage of people who visited your website or landing page but did not take further action. If your bounce is or close to 100%, you may need to adjust your content or CTA to improve conversions.

Channel Attribution: Refers to the source(s) that is/are creating the most and highest-qualified leads.

Conversion Rate: The percentage of people that took action on an offer or call-to-action compared to the total number of people that viewed your content. A conversion could be making a purchase, signing up for a newsletter, filling out a form, scheduling a demo, or some other action.

On-Page Time: The average number of minutes a user spends on a web page viewing your offer. Also called session duration, higher on-page times can indicate greater campaign success.

Cost Per Lead (CPL): The average cost to bring in one lead from a specific marketing channel. These costs can be broken down by channel (e.g, the cost per lead from Facebook vs the cost per lead from Google, etc.)

Cost Per Acquisition (CPA): The average cost to acquire one paying customer. This cost adds context to the impact of your efforts based on the total cost of the campaign.

Customer Lifetime Value (CLV): The running total of revenue that a customer has contributed to your organization, as well as the expected revenue they will bring to your brand over the entire customer lifecycle. You might also choose to measure retention rates to better anticipate a customer's future value.

Exit Rate: A measurement that shows exactly where a user leaves your website. This is different from bounce rate because it illustrates where a user may have lost interest, even if they viewed more than one page.

Search Rankings: The change in position in rankings for specific keywords, as well as the number of keywords you rank for.

Number of Backlinks: The number of new backlinks from third parties earned as a direct result of a marketing campaign. Backlinks can also provide a source of referral traffic.

Domain Authority: A change in your website’s domain authority (on a scale of 1 to 100), which typically increases as a website earns backlinks.

Social Media Metrics: KPIs that are measured through various social media analytics. 

Many marketers find campaign measurement more manageable with a framework. This framework gives you a solid, repeatable process to review your data and KPIs to understand your campaign outcomes.

But how do you go about creating a campaign measurement framework?

Your framework will be unique to your content strategy. Use these general steps and best practices to help you create it:

Your goals will set the tone for the rest of your campaign measurement. Do you want to grow your target audience on social media? Increase signups for a webinar? Grow your email list? Generate immediate one-off sales?

Each of these goals has very different KPIs that will tell you whether your digital marketing campaign was successful.

Select the Right KPIs to Measure Your Marketing Success

Once you choose your goals, you can determine which KPIs give you the best picture of digital marketing success.

Using our own list of marketing measurement ideas, things like cost per lead, cost per acquisition, and channel attribution make sense for just about any campaign.

Additionally, you’ll choose KPIs that are specific to each campaign.

For instance, if you’re trying to grow your email list, you can look at the number of subscribers before and after your campaign. The same goes for your social media audience. For direct sales, bookings, or downloads, KPIs like on-page time, bounce rate, click-through rate, and conversion rate will carry a lot of weight.

As you’re building your framework, it’s a good idea to make a list of all the KPIs you’ll need for any given type of campaign. This way, you’ll have a ready-made list and won’t need to start this process from scratch each time.

Tip: Learn how to boost your conversion rate with influencer marketing.

Include Technology to Collect the Right Data

Campaign performance measurement is easier with the right tools and data sources.

With social media campaigns, you have the benefit of built-in analytics that are specific to those platforms.

Google Analytics can also help you track referral sources and campaign performance. Get both granular and high-level insights into what's happening in every campaign.

In addition, you might want to include third-party tools that monitor your social media presence, media mentions, and brand reputation. Each of these can indicate campaign effectiveness, as a campaign might cause more people to talk about your brand online. If a campaign performs well, your brand reputation is likely to grow, too.

Tip: Learn more about brand reputation measurement.

Last but not least, you need a process to help you measure your campaign outcomes. Looking at target KPIs is a given. You might also compare campaigns to similar campaigns you ran in the past. Track your progress to see if you’re increasing your wins over time (ideally, you are!). You might also invest in customer feedback surveys to learn more about what they liked or didn’t like about a recent campaign.

Then, wrap up your findings in a summary and report. You can refer back to this report as you continue to launch and measure campaigns for easy side-by-side comparison.

Measuring campaign performance can take several forms. Digital marketing experts should explore their options to see what makes the most sense, given the nature of each campaign. Let’s look at three possible paths to measuring campaign effectiveness:

Compare Campaign Outcomes to Benchmark Data

The Ultimate Guide to Campaign Measurement: Measure Campaign Success

There’s a lot that goes into launching a successful campaign: creating ad content, securing a budget, and optimizing for the most clicks and conversions. One step that ties all of the above together is deciding how to measure the effectiveness of a digital marketing campaign. 

There’s more to campaign success than monitoring sales. Social media audience growth, email list sign-ups, website traffic, consumer sentiment, digital presence, and brand awareness are all worthy outcomes of a marketing campaign. But sales alone won’t paint an accurate picture of your success.

Measuring your campaigns starts in the earliest stages of planning. Let’s look at how to measure a digital marketing campaign in a way that ties directly to your campaign goals.

Here's how to measure the success of a digital marketing campaign in 6 steps:

3. Choose Digital Metrics That Reflect Your Goals

Measuring Digital Marketing Campaign Measurement with Meltwater

Setting and achieving goals is a key part of any successful digital marketing campaign, yet many people struggle to do so effectively. One reason for this is because their goals aren’t focused enough.

The remedy: Set SMART goals. Smart goals are those that meet all of the following criteria:

A specific goal is one that is clearly defined and easy to understand. It answers the question, "What do I want to achieve?" 

A measurable goal is one that allows you to choose metrics or key performance indicators (KPIs) to track progress. For example, instead of saying you want to improve your marketing performance, you could say, “I want to get 100 new social media followers as a result of this campaign.”

Achievable goals take into account your ability and likelihood of bringing that goal to fruition. For example, spending $5 on Google Ads and expecting $5 million in sales is unrealistic. Take into account your resources and other factors to see what outcomes are within your reach.

Relevant goals tie back to your big picture. Ask yourself: Why are you setting this goal? What will achieving this goal do for your business or brand in the long run? 

And finally, timely goals have a deadline. Instead of saying you want to increase your social media following, you could say, “I want to add 100 new followers in three days.”

Putting it all together, you might state your goals like this:

“This campaign will achieve [specific goal] by [deadline] because [reason why it’s relevant]. We believe this goal is achievable because [reasons why you can achieve these results]. We will evaluate our success by [metrics].” 

Once you have your goals in mind, you can develop a sound strategy that directly relates to those goals.

The audience you target can make or break whether you achieve your goals. If you don’t know who you’re speaking to in your campaign, your message will fail to resonate.

On which channels are they most active? (e.g., TikTok, Facebook, YouTube, email, etc.)

What characteristics do they share? (e.g., age, gender, income, interests, values, etc.)

What is your audience’s current familiarity with your brand?

Tip: These social media statistics will help you to determine the right channels. The right consumer insights will help you understand the characteristics of your digital audience. Check out our consumer insights tool to automate this process.

You can discover these nuances among your target audience with data-driven consumer insights. For example, Meltwater's consumer insights platform, Radarly, goes beyond basic social listening to get a more thorough understanding of your ideal customer.

KPIs and metrics are a big part of SMART goals. They give you a way to track your progress and see whether your marketing campaigns met your expectations. And they do this through hard data — not hunches and guesswork.

But let’s be honest; there are tons of things you could measure. Marketers can fall down a rabbit hole of metrics and still not know whether their campaigns were successful.

Tip: Learn how to perform campaign measurement, How To Measure Email Campaign Performance, How To Measure The Success of Advertising Campaigns, How To Measure Brand Awareness, and How To Measure Social Media Campaign Success

So, how do you go about choosing the right marketing KPIs for digital campaign measurement?

Here are some helpful advertising metrics to give you a good starting point.

An increase in website traffic can be a healthy sign of overall growth. But within the website traffic ecosystem, there are a number of metrics that marketers can look at for clearer signs of digital marketing success.

Where are your website visitors coming from? Are they clicking through from ads? Or social media? Or a backlink from a website you’ve partnered with in your campaign? Reviewing traffic sources can give you a good indication of whether your campaign is working.

Bounce rate is the percentage of people who leave your website after viewing just one page and taking no further action. This metric is a strong quality signal that shows whether you’re getting qualified, interested leads.

Also worth noting, bounce rate is different from exit rate. The exit rate shows the percentage of people who leave your website after viewing a particular page but have viewed or engaged with more than one page.

Visitors who view more than one page during their session could indicate good lead quality. It helps you see whether others find value in your entire website or just a small part of it.

Having mostly new visitors to your website could be a sign that not enough people cared about your content, product, or service to return. But a high number of returning visitors indicates the opposite — people are genuinely interested in what you do and keep coming back for more.

Conversion rate refers to the specific desired action a user takes on your website. The desired action could be anything from making a purchase to signing up for a newsletter. A high conversion rate is the goal of any good marketing campaign because it means that more people are taking the desired action.

You can use Google Analytics or other analysis tools to track your website conversion rates.

The session duration is the average time someone spends on your website. A high session duration indicates that people saw value in your content.

If you’re using social media for any part of your marketing, you may want to include specific social media metrics to track success.

Tip: We have a dedicated blog explaining how to measure social media campaign success that goes deeper into this topic.

Depending on the channels you use, there may be channel-specific metrics to monitor. Some general examples include:

Social Media Follower Growth
As more people discover your brand on social media, your audience count is likely to change. Get a before-and-after snapshot of your social followers to see how many more people became interested in your brand.

Social Reach
Social reach shows you how far your posts have traveled. Use this metric to see how many people saw your content.

Impressions
Impressions tell you the number of times your campaign was viewed. It does not take into account the number of people who saw it, as one person might make up several impressions.

Engagement 
Knowing the engagement of your social media posts give you an idea of how other people felt about it. Engagement metrics (sometimes called vanity metrics) include likes, shares, comments, Retweets, and clicks (if applicable).

Email marketing brings a unique set of metrics to help you benchmark your marketing performance.

Tip: We have a dedicated blog explaining how to measure email campaign performance that also includes more email marketing kpis and another blog including general marketing metrics.

Open Rates
Email open rate is helpful when you’re building your email list and optimizing your strategy. This gives you an idea of whether people find your subject lines compelling and whether they’re interested in your brand or offer. It can also be a good sign that you’ve targeted the right audience.

Bounce Rates
A little different than website bounce rates, an email bounce rate is the percentage of emails that are undeliverable. This could be due to a misspelling in the address or an address that is no longer valid. Checking your bounce rate gives you an opportunity to clean up your email addresses to improve your delivery rate.

Click-Through Rate (CTR)
Once users open the email, the click-through rate shows the percentage of people who took action on your email. A click-through shows interest in your call to action.
The higher the click-through rate, the more your CTAs are working for you. If your CTRs are lower than normal, you might want to change your CTA.

If you’re running a Google Adwords campaign, search engine marketing, or other PPC campaign, PPC analysis plays a crucial role in understanding performance and optimizing your strategies.

In addition, the following metrics make a difference in how to measure the success of a digital marketing campaign.

Tip: We have a dedicated blog explaining how to measure the success of advertising campaigns for you.

Cost Per Click (CPC)
In a PPC campaign, you pay only when someone clicks on your ad. This applies to Google Adwords as well as paid social media campaigns. The lower your CPC, the further your advertising budget will stretch.

Cost Per Lead (CPL)
Not everyone who clicks your ad will become a lead. It's helpful to look specifically at how many clicks turn into leads and what they cost you.

Cost Per Conversion
Many people might click your ad but not take any further action. That’s why your cost per conversion is always higher than your cost per click and cost per lead. Calculating these costs separately will give you an idea of how much you’re spending to earn each action.

Cost Per Acquisition (CPA)
Unlike cost per conversion, cost per acquisition only applies when you have return customers. It can also refer to acquiring paying customers, whereas a conversion may or may not relate to revenue-based goals.

Campaign ROI and ROAS
ROI and ROAS remain two of the most essential digital marketing KPIs. Whether you want to learn how to measure the success of a Google Adwords campaign, social media marketing, or email marketing, ROI helps to complete the picture.

In addition to choosing the right KPIs, you also need to set up a way to track them. Google Analytics, other website analytics tools, and built-in social media analytics are great places to start.

Another option is to centralize your analytics in an all-in-one, third-party platform, like Meltwater. With digital marketing becoming more complex and campaigns taking an omnichannel approach, Meltwater can help to anchor your metrics tracking.

The Meltwater Blog

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How To Measure the Effectiveness of a Digital Marketing Campaign

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