Campaign Objective and KPIs

When adding a New Campaign, the buyer (agency contact) configures the advertising Objectives. The Objective creates the campaign goal with selected Key Performance Indicators (KPIs). Centro Platform displays suggested KPIs based on the Objective. (Centro Platform allows up to three Objectives per campaign plan.)

Initiative Index - New Campaign Button

Campaign Details

   

Campaign Objectives

Name Goal Description Suggested KPI

Reach

Increasing the number of new consumers

Advertising buyers (agency contacts) measure Reach by calculating the number of unique visitors exposed to the impression on a website for a specified time. The quantity uses an absolute or fractional numbers.

Note:  Reach excludes duplicate visitors.

CPM

Delivery

GRP

Reach

Viewability

In-Target Impression

Brand Awareness

Improving the brand recognition and identity

The advertising buyer (agency contacts) measure Brand Awareness by consumer recall of the product, service, and performance.

Brand Lift

CPV

CPCV

Viewability

Increased Market Share

Reviewing the sales of the brand and competition

A client/brand determines the need for the Increased Market Share objective.

Conversions

Brand Lift

CPA

Click-only Conversions

CTR

New Product Launch

Initiating the visibility of a new product and increases the brand awareness

The client/brand and agency buyer analyze a number of possible KPIs.

Video Completions

Brand Lift

CPA

CPC

CPM

Conversions

Click-only Conversions

CTR%

Delivery

ROAS

Viewability

Drive Site Traffic

Increasing website visitors

The advertising buyer (agency contacts) attracts consumers to a site improving the ad views at a lower cost rate.

Quality of clicks is more important than quantity. The click type affects the increased traffic.

CPC

CTR

View-through traffic

Drive Online Sales

Improving the volume of website orders

The pixel on the order confirmation page tracks the quantity of sales.

CPA

CPC

CPL

Conversions

Click-only Conversions

CTR

ROAS

Drive In-Store Traffic

Increasing foot traffic at a location

Note:  Foot traffic is difficult to correlate and track the foot traffic from a digital advertisement.

Conversions

CPL

Click-only Conversions

In-store Uplift

Drive Downloads

Increasing website downloads

The number of downloads at the lowest cost creates an optimal KPI. Quality and cost of the download are considerations for the buyer and consumer.

 

CPA

CPC

Conversions

Click-only Conversions

CTR

ROAS

Drive Phone Calls

Increasing the direct call to the brand

The consumers bypass the website landing page and calls the brand. Brand measures the cost for the phone call.

CPC

PPC

Cost per Engagement

Providing participation with the brand and the consumer

Buyer measures the meaningful time between the consumer and the brand

Interaction Time

Interaction Rate

Interactions

Expansion Rate

Expansions

Dwell Rate

Dwell Time

 

Key Performance Indicator Impact

KPI Name

Value

Objective Impact

Brand Lift

Quantity (#)

Measures the consumer's attitude, favorability, purchase intent, and preference

Increases the brand image toward a target audience

Cost per Action (CPA)

Dollar ($)

Measures the price of advertising based on the action

Indicates the conversions from the placements

Cost per Click (CPC)

Dollar ($)

Tracks the number of clicks with the budget

More clicks means improved traffic and lower CPC

Higher the cost units increases the CPC

Cost per Call (CPC)

Dollar ($)

Measures the price or cost of a phone call

Cost per Download (CPD)

Dollar ($)

Measures price or cost of the downloaded content

Cost per Engagement (CPE)

Dollar ($)

Participates consumer interest (i.e. Image or video)

Cost per Thousand Impressions (CPM)

Dollar ($)

Calculates the number of clicks within a budget

Attracts more consumers with high CPM and lower cost rate

Cost per Install (CPI)

Dollar ($)

Price or cost of the content installation

Cost per Lead (CPL)

Dollar ($)

Online action and long campaign required in correlating with a consumer visit by tracking and monitoring data

Cost per Completed View (CPCV)

Dollar ($)

Measures value or price of the transmitted content

Conversions

Percentage (%)

Optimizes conversions by considering volume over efficiency

Campaign variables

  • Length
  • Frequency

Click-through Rate (CTR)

Percentage (%)

Indicates interest but most basic performance (Consider other choices for the campaign (i.e. fraud), does not automatic increase sales or integrate with pixel placement and budget) by percentage

Integrates with call-to-action for mobile consumers. Improves the number of full downloads using pixel placement or action button.

Click-only Conversions

Percentage (%)

Measures the ad click count

Integrates with CTR

Creates baseline of the initial ad click

Integrates click KPIs (clicks, click-only conversions, click-only rate, CTR)

Note:  Click-only conversion is more effective in combination of other KPIs

Delivery

Percentage (%)

Reports volume or number of impressions per the target goal in percentage

Gross Rating Point (GRP)

Percentage (%)

GRP=Reach X Frequency

Total volume of delivery to the target audience

Reach is the total number of individual engagements (Percentage %).

Frequency is the number of engagements in the target market.

In-Store Uplift

Percentage (%)

Requires preliminary data

Associates an online ad to foot traffic (May be difficult in meeting the client's goals.)

Pay per Call (PPC)

Dollar ($)

Price paid per phone call

Reach

Quantity (#)

Tracks the number of unique visitors

Return on Ad Spend (ROAS)

Dollar ($)

Provides ratio of revenue generated to the amount spent on advertising

Viewability

Percentage (%)

Increases the viewable impressions or rate of a buy and word-to-mouth potentially improves the number of unique visitors

Improves Reach

Indicates the Brand Awareness with consumers viewing advertisement and remembers it

In-Target Impression

Percentage (%)

Tracks the number of viewable impression per total count

Rates may vary if the impressions are viewed

View-through Traffic

Percentage (%)

Tracks the number of visitors for drive site by placing the pixel on a landing page and measuring the number of visitors on the site (Does not indicate the number of clicks)

Note: Placing a second conversion pixel is not allowed since the two objectives are different

Video Completions

Dollar ($)

Watches the entire ad based on the volume and rate

CPM buys:  Optimizes toward completion rate

CPCV buys:  Specifies a goal volume of completions

Integrates with Engagement

Interaction Time

Time

Days (#)

Tracks number of days in a specific date range

Interaction Rate

Percentage (%)

Calculates the percentage of the number of impressions during a specific time

Interactions

Quantity (#)

Tracks number of expanded or engaged impressions

Expansion Rate

Percentage (%)

Calculates the percentage of the number of frequency of expandable banners

Expansions

Quantity (#)

Tracks the number of panel expansions (expandable banners) including user and auto-initiated

Dwell Rate

Percentage (%)

Calculates the percentage of the number of ad visit divided by the number of served impressions

Dwell Time

Time

Minutes (#)

Tracks the length (engagement) of time on an impression


Create a New Campaign

Step

Procedure

Results

1 Login to the Dashboard.

A list of Initiatives and Campaign appear.

2 Select the Initiative. N/A
3 Click New Campaign. The New Campaign page appears displaying the Details tab.
4 Enter the Campaign name*. N/A
5 Enter the ID. N/A
6 Enter the Target Budget*. N/A
7 Enter the Start Date*. N/A
8 Enter the End Date*. N/A
9 Enter a description in the Notes field. N/A
10 Click the Next button. The Objectives tab appears.
11 Select an Objective* from the drop menu. N/A
12 Select the KPI* from the drop menu. N/A
13 Enter the Goal* up to two decimal places. The metric appears. (e.g. $)
14 Click the Add another objective link, if applicable. N/A
15 Click Next. The Account Team appears.
16 Select members from the Account Team drop menu. N/A
17 Click Create. N/A

 

The new Campaign loads under the Initiative and appears on a plan-level page by name. The Campaign name, budget, duration, and details appear along with an untitled media plan.

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