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What KPIs matter for paid campaigns?

The KPIs that matter for paid social campaigns are determined by the campaign objective. Awareness campaigns are measured by reach, impressions, CPM (cost per thousand impressions), and video view rate. Traffic campaigns are measured by CPC and CTR. Lead generation campaigns are measured by CPL, lead volume, and lead-to-opportunity conversion rate. Conversion campaigns are measured by CPA (cost per acquisition) and ROAS.

Secondary KPIs that inform optimization across all objective types:
– Frequency: Average number of times each user sees the ad (high frequency above 3 to 4 often indicates audience exhaustion)
– Ad Relevance Score (Meta) or Quality Score (LinkedIn): Indicates how relevant the ad is to the target audience
– Landing page conversion rate: Separates ad performance from post-click experience issues
All KPIs should be benchmarked against campaign targets set before launch, not evaluated in isolation after the fact.

IKF Insight

Align KPIs strictly with campaign objectives to ensure accurate evaluation.

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