Digital Media

Campaign
Strategies

Prof. Anupa Barik| Batch 2020-’22 (Trimester

IV)
KPIs = Objectives of the
campaign
Platforms Awareness Engagement

Email CTR/open rate Open rates/CTR

Unsubscribes/Spam Unsubscribes/Spam
alerts alerts

New vs. Returning Vanity Metrics

audiences
Social Impressions Engagement rate/CPM

Frequency Engagement types

Ad recall Page follows

Reach CTR

Engagement rate Shares

Platforms Awareness Engagement
Display Impressions CTR
CTR Session Duration

Users Bounce rates

Bounce rates Subscription
Exit pages Top pages
SEO Organic Session CTR

Bounce rate Bounce rates

Session Duration Page depth
Direct traffic Session Duration
Search terms Exit pages
New Users New vs.
Returning users
 Upper Funnel
Objectives Lower Funnel
Objectives

(Awareness/Engageme (Sales/Leads)
nt)
Platforms Sales Leads
Email CTR/open rate Open rates/CTR
Link clicks Link clicks

Conversion rate Conversion rate

ROI Bounce rate
Average Order value CPL
New vs. Returning audience
CPA
Social CTR CTR
Conversion rate Conversion rate
CPC/CPA CPC
ROI/ROAS CPL
Impression share Impression share
Platforms Sales Leads
SEO Search queries Search queries
CTR CTR

Transactions Leads
Average order value Bounce rates
Bounce rates Landing pages
Landing pages Exit pages

Exit pages New vs. Returning

users

New vs. Returning Page rank

users
 Engagement
Session Duration
How do you know that Time spent on page
your content is Top pages
performing? Bounce rates
Exit pages
Back links
 Getting a better
understanding of
performance by breakingit
down into smaller parts
What is analysis?
using data, logic, and
experience or in some
cases, additional tools and
software.
 PCA (Marketer)
PCA (Client)
Understanding performance
of campaigns vs. objectives Understanding performance of
Learning which segment/s of
your target audience campaigns vs. objectives
performed Determine budget for future
See which ad/content campaign
performed
Know what to replicate and Be aware of what is required
what to avoid. for future campaigns
 PCA ● Executive Summary

Post Campaign ● High level Review

● Creative Overview
Analysis ● Results per channel
● Executive Summary- A brief overview of the campaign and its
objectives along with a few (1/2) meaningful insights derived from
the campaign

● High level review- It includes all the metrics that are relevant to
the goal and the total spend

● Creative Overview- It includes a maximum of three top performing

ad/content and one poor performing ad/content

● Results per channel- It includes breaking down the objectives,

summarising them, combined results, audience segments, top performing
audience segment, poor performing audience segments, insights and
recommendations