8 Top Marketing Campaign Metrics to Track

Launching a marketing campaign is exciting — but how do you know if it’s working?

Expectations are everything, and a little anxiety is normal when you’ve invested in marketing and want to know how it’s performing. 

At Zoe Marketing & Communications, we help hundreds of clients track results each year. Whether you’re new to analytics or already monitoring key data, understanding what to measure is crucial.

This guide covers eight essential metrics that reveal how your branding or direct-response campaigns are performing.

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The 2 types of marketing campaigns

Before diving into metrics, it’s important to know the two main types of marketing:

1. Branding campaigns: Focus on visibility and reputation, building trust over time. Examples include:
   • Content marketing
   • Digital ads
   • Social media marketing
2. Direct-response campaigns: Drive immediate action, like clicks, form fills or purchases. Examples include:
   • Seach engine marketing (SEM), often Google Ads
   • Social media ads
   • Retargeting ads
   • Targeted email marketing

3 key metrics for branding campaigns

Since branding is about long-term awareness, tracking results isn’t as straightforward. But these three metrics help measure impact:

1. Audience reach: How many people saw your content? Digital platforms track impressions, clicks and engagement, providing real-time data.
2. Brand affinity: Surveys before and after a campaign help measure shifts in brand recognition and customer perception. This can be done internally or through a market research firm.
3. Clicks: QR codes and tracked links with UTM codes can provide insight into direct engagement. However, branding impact is cumulative and best assessed over time.

5 key metrics for direct-response campaigns

Direct-response marketing generates clear, trackable actions. These five metrics are essential for evaluating success:

1. Engagement rates: Social media platforms track likes, comments and shares. For blog content, Google Analytics provides insights on page views, time on page and bounce rates.
2. Click-through rates (CTR): This measures how many people clicked on an ad or email link. Averages vary:
   • Google display ads: 0.06%-0.08%
   • Google keyword ads: 3%+
   • Meta (Facebook/Instagram) ads: 2%-5%
3. Cost per click (CPC): This is how much you’re paying per ad click. Lower CPC means more efficient spending. Rates range from $1-$7, depending on industry and competition.
4. Conversion rates (CR): The percentage of people taking action (e.g., filling out a form, downloading a PDF). Typical conversion rates are 1-3%.
5. Email open rates (with caution): Industry averages vary, but 10-15% is typical. Be aware that Apple’s Mail Privacy Protection inflates this number, so many marketers have moved away from it.

Next steps for tracking marketing performance

Understanding these eight key metrics will help you assess campaign success and optimize future efforts.

Branding focuses on audience reach, affinity and engagement over time, while direct-response campaigns deliver immediate, trackable results.

Want expert insights into your marketing performance? Talk to us. Zoe Marketing & Communications can help analyze your data and refine your strategy.

For more, explore:

• How to align marketing metrics with business goals
• Which digital marketing tactics drive the best ROI