When many marketers think about the impact of a campaign, they’re typically referring to the sales impact – the amount of revenue your campaign brought it. But it also depends on the goal of your campaign. If you’re running a marketing campaign to increase brand awareness, measuring sales might not give you the full picture of your marketing efforts.
This underscores the reason why campaign measurement matters. It gives you the full scope of your campaign performance. Know where you’re moving the needle and where your campaign may have fallen short.
With this information in hand, you can optimize your future campaigns to reach your goals faster and better with every attempt.
There’s also the matter of optimizing your budget alongside your campaign results. As the famous John Wanamaker once said, “Half the money I spend on advertising is wasted. The problem is, I don’t know which half.” When you take time to measure your campaign performance, you have a better idea of where your money was well spent and what might have been a waste.
For example, you might have found that your owned media outperformed your paid media, or vice versa. Or, you might have gotten significantly more traffic from TikTok than Facebook. You never know unless you check!