The plan for brand campaign tracking focuses on key metrics that provide a comprehensive view of marketing performance. By monitoring Brand Awareness, businesses can gauge how well their brand is recognized by consumers. For example, an increase in social media presence or collaboration with influencers can significantly elevate recognition.
Engagement Rate is critical as it measures how consumers interact with brand content. This can be improved by posting consistent, high-quality content that encourages interaction. Similarly, Conversion Rate indicates the effectiveness of turning interactions into sales, highlighting areas like checkout processes for improvement.
Customer Sentiment sheds light on consumer attitudes, allowing brands to address negative feedback swiftly. Meanwhile, Return on Ad Spend (ROAS) provides insights into the financial efficiency of advertising efforts, with strategies like optimizing ad placement enhancing outcomes.
Top 5 metrics for Brand Campaign Tracking
1. Brand Awareness
Measures the level of consumer recognition of a brand, typically through surveys and social listening
What good looks like for this metric: Pre and post-campaign survey results
How to improve this metric:- Increase social media presence
- Collaborate with influencers
- Use targeted online ads
- Develop engaging content marketing
- Execute a memorable PR stunt
2. Engagement Rate
Measures the level of interaction consumers have with brand content, calculated by the total engagement (likes, comments, shares) divided by the total views or reach
What good looks like for this metric: 2% to 3% engagement rate
How to improve this metric:- Create relatable and high-quality content
- Post consistently at optimal times
- Include a clear call-to-action
- Utilise interactive content like polls
- Respond to comments and messages promptly
3. Conversion Rate
The percentage of users completing a desired action, such as purchasing or signing up, calculated by the number of conversions divided by the total visitors
What good looks like for this metric: 2% to 5% conversion rate
How to improve this metric:- Simplify and speed up the checkout process
- Enhance landing page design
- Provide limited-time offers or discounts
- A/B test call-to-action buttons
- Ensure website is mobile-friendly
4. Customer Sentiment
Analysis of consumer attitudes towards a brand, often assessed through sentiment analysis tools on social media and review sites
What good looks like for this metric: 70% positive sentiment
How to improve this metric:- Monitor and address negative feedback swiftly
- Encourage positive reviews from satisfied customers
- Regularly conduct sentiment analysis
- Engage in proactive customer service
- Feature user-generated content
5. Return on Ad Spend (ROAS)
Calculates revenue generated for every dollar spent on advertising, by dividing total revenue by total ad spend
What good looks like for this metric: 3x to 5x ROAS
How to improve this metric:- Refine target audience based on data
- Optimise ad creative and placement
- Regularly analyse and adjust ad strategies
- Utilise retargeting techniques
- Increase ad budget incrementally
How to track Brand Campaign Tracking metrics
It's one thing to have a plan, it's another to stick to it. We hope that the examples above will help you get started with your own strategy, but we also know that it's easy to get lost in the day-to-day effort.
That's why we built Tability: to help you track your progress, keep your team aligned, and make sure you're always moving in the right direction.
Give it a try and see how it can help you bring accountability to your metrics.
