Stop chasing likes and start tracking what actually matters. A guide to meaningful KPIs for your digital campaigns.
Reach is not revenue
Impressions, follower counts and reach are inputs, not outcomes. They tell you a message was delivered — nothing about whether it changed anyone's behaviour. A campaign can triple its reach and lose money on every sale.
The four numbers that matter
Cost per qualified lead, lead-to-customer rate, average order value, and customer acquisition cost against lifetime value. Every other metric is diagnostic — useful for explaining these four, never a substitute for them.
Instrument before you spend
Tracking retro-fitted after a campaign launches is guesswork. Conversion events, UTM discipline and a server-side fallback go in before the first rupee of spend, or you will spend the campaign arguing about whose numbers are right.
Report on decisions, not activity
A good monthly report ends with three decisions: what we are scaling, what we are cutting, and what we are testing next. If a report does not change what happens next month, it is theatre.
If a number in this article does not match what you see in your own dashboard, that gap is worth an hour of someone’s time. Ask us about it.
