This document discusses how to measure the success of marketing campaigns. It outlines two key metrics: response and conversion rates. Response is the number of clicks on a link, while conversion is the number of responders who complete a specific goal like a purchase. The document also defines common metrics like response rate, total respondents, and conversion rate. Finally, it recommends having sequential goals over time, organizing campaigns into groups, and assigning costs and values to optimize campaigns.

1. How to Measure
CAMPAIGN
Success?
BY: MASIH NABIZADEH

2. Campaign analysis tools
Campaign analysis tools are designed to measure
two things at least:
RESPONSE CONVERSION

3. Response
 Response is the
number of
visitors who
actually click
on the link you
embedded in
your advertising

4. Conversion
 Conversion is
the number of
responders that
compete a
specific activity

5.  You should have specific goals in
mind for the visitors you are trying
to reach, before you try and
attract visitors to your website
Like purchase something, submit
information download a document ,
etc.

6. Metrics
RESPONSE RATE TOTAL RESPONDENTS CONVERSION RATE

7. Metrics
Total number of respondents to a specific
link, page or request.
RESPONSE RATE TOTAL RESPONDENTS CONVERSION RATE

8. Metrics
Respondents divided by total impression
served
RESPONSE RATE TOTAL RESPONDENTS CONVERSION RATE

9. Metrics
Respondents that do a specific action
divide by total respondents
RESPONSE RATE TOTAL RESPONDENTS CONVERSION RATE

10. Other metrics & functions
Have a sequential goals over time!
1. register
2. Fill
information
3. Download
trial
4. Purchase
service

11. Other metrics & functions
Organize campaign into flexible groups

12. Other metrics & functions
Assign costs & values to campaigns in order
to build ratio models for campaigns:
Value of a conversion

13. Be Mindful of page weight in terms of total kilobytes
& load time.
Make sure that the action item is completely obvious
as soon as the respondent arrive.
Design landing pages that are attractive
for your target visitor.