Sam Kuehnle’s Post

View profile for Sam Kuehnle

Vice President of Marketing at Loxo | Helping companies recruit more intelligently and effectively

Campaign 1: 0.67% CTR, $1.88 CPC Campaign 2: 3.50% CTR, $0.33 CPC Which of these campaigns performed better? Campaign 2, right? This is where too many marketers go wrong (including me 🙋♂️for YEARS) What these platform metrics don't take into account is the medium that the content is being delivered in. Campaign 1 was a video ad that played in-feed for the target audience. Campaign 2 was a static single-image ad shown in-feed for the target audience. The thing that needs to be taken into account here is that the goal is for the content to be CONSUMED in the appropriate manner relative to the MEDIUM it's presented in. For a video ad, you'd watch the video in-feed. For a static single-image ad, you'd click on the ad to view the content on the landing page. In order to correctly compare these two types of campaigns, you need to have a metric that allows you to analyze the desired behavior - cost per percentage of content consumed. Sounds difficult to calculate, but it's very easy. 🎥 Calculating for video ad consumption Ad platforms have video metrics natively that allow you to see how many users watch certain percentages of videos - 25%, 50%, 100%, etc. So what you do is you take the total spend on the campaign and divide that by those numbers to get to the video cost per X% of content consumed. 📷 Calculating for single-image ad consumption This is where you'll need to go beyond the ad platform and add custom scripts to your website so you can track scroll depth. Add a few in so you can see 50% and 95% (because no one reads to the bottom of the footer). Then take the total spend on the campaign and divide that by those numbers to get to the landing page cost per X% of content consumed. The results after taking these metrics into account? Video campaign: 0.67% CTR, $1.88 CPC $0.31 cost per 50% video consumed $0.82 cost per 95% video consumed Single-image ad campaign: 3.50% CTR, $0.33 CPC $1.46 cost per 50% landing page scrolled (consumed) $3.79 cost per 95% landing page scrolled (consumed) - - - - - - - - - - - - - - - - - - Understand how users consume your content and measure it appropriately. The goal is for the content to be CONSUMED by the end user. #marketing #digitalmarketing #demandgeneration

Mark McGregor

Marketing and Business Strategy for B2B SaaS

2y

Reading the comments I would also suggest that this is also an example of mixing metrics with indicators. To me your post and many comments are highlighting that these are all useful indicators. If as you say the goal of the campaign was “time spent watching/viewing” the content then it seems to me the metric is “time spent viewing” and the measure is either % of content viewed or minutes spent viewing. All other numbers are merely indicators of how well your metric and measure is likely to be delivered upon. Whether marketing, process, or business we seem to have lost sight on the difference between indicators, KPIs, measures and metrics.

Eugen Gassmann

Founder of Rainbowbridge Box

2y

“Platforms will tell you the metrics THEY want you to focus on, not necessarily the ones that YOU should focus on.” (Sam Kuehnle) Most metrics are only a proxy, ideally a leading indicator that you are on the right track to achieve your outcomes. They are rarely outcomes in itself. You can’t take ‘Likes’ to a bank. If you’re good, they are a precursor to a change in perception and leading to a change in behavior, I.e. your audience takes action.

Ryan Edwards

Co-Founder CAMINO5 Agency | Connecting Consumers to Brands

2y

There is a danger using this metric outside of content marketing and on- site engamnet, where it is a standar practice. The danger is if you use this only for media performance you ultimately optimize for vertical or need/solution education. While you are adding value to the user (which is very important) you will loose conversions by over optimizing for discover at he cost of decesion. At the end of the day - good old journey scoring and ranking with analysis is the proper solution to create a balanced and efficient pre conversion journey.

Connor Jones

Marketing at GoodNewsViral | We solve customer experience problems for a living and partner with businesses in need of long-term growth | My unhidden agenda is to introduce you Jesus 🌎🕊

2y

I feel you on this. But with how many different buyer psychologies there are idk if scroll depth is the key indicator, but it’s better than nothing or other things for now. I will hold this till I pass to the next life lol…but there is a deep level human brain algorithm that few people have the gift of acquiring. These people know what’s ganna work because of the data in their head, their constant observation abilities. They know if people are going to like something or not, or what’s helpful to making a buying decision or not…often they are great conversationalists too… This talent is annoying and intimidating to many people because they had to “work” for their understanding. Nonetheless, the talent is true. And needs to be recognized. These people make great leaders in some contexts, but excellent advisors if they are trusted. They see through all the noise and all the hacks and truly understand how different types of people make decisions. Some comedians have to work a lot harder than others to “make it” - others just natural opinion combined with their public speaking ability is just insanely relatable and funny. It is what it is. This is true in all applications. (In my opinion 😉)

Gaurav Bhatia

Chief Marketing & Digital Officer | Head of Deposits | Board Advisor | Strategy, Growth, Transformation | Business Leader |

2y

As markerers, we are guilty of using unit metrics to measure campaign level vs. the whole....i have been preaching for the past 3 years, look at the whole, some you can you meaure and some you can't and that is okay. Look at one metric...I spent X and I got Y. it may be revenue, customers, market share etc..)How you get there will change since we live in a changing world Sam Kuehnle

🤓 Mandy Thompson 🏳️🌈

💎💎💎HubSpot Partner | 💸 Driving Growth by Aligning Teams, Tech, and Processes 💻 | Automation Aficionado | Flywheel Evangelist | Coffee Lover | Travel Addict

2y

Beautifully instructive and insightful content. I love simple equations that allow us to go deeper with the data that we have about campaign performance. No single metric will ever tell enough of a story to judge success or failure. 🔥

Paul Mosenson

AI Marketing Expert to Drive Leads & Sales Faster. Results-Driven Media Buyer & Lead Generation Expert for B2B/B2C | Marketing Consultant | Campaign Measurement Guru| Fractional CMO | DJ on the side

2y

What's the landing page conversion rate and cost per conversion?

Murilo Marques

COO | CGO | CRO | ex-Huspy(Sequoia) and Loft(Andreessen)

2y

If campaign 1 generated 100 qualified leads and campaign 2 1 qualified lead, I prefer 1.

🔹 Shaun Lee Wei Rong

Digital Marketing Lead at Bytedance (Lark) | Performance & Brand Marketing | Full Stack Marketer | Project & Operations Management Hacker ⬇️ Learn More ⬇️

2y

Good point. The objectives you choose in the ad platforms might make a difference too. On Linkedin, if you select video views, you’ll likely see lower CTRs as that’s not what the platform will optimize towards. It will be optimizing towards video views. “Chargeable clicks” also differ by objectives. Bookmarked this post! Consumption is key. Are you using GTM with custom scripts to track the scroll on LPs? What are your thoughts on tools like hotjar instead?

Myles Madden

Enterprise Demand Generation Lead at Vanta

2y

The data in the opening really drove this post home for me — incredible post 🙌🏼

See more comments

To view or add a comment, sign in

Explore topics