Metric Terms

Goal Setting and Realistic ROIs

by Gillian Francella Posted On June 26th, 2017 | 10:00am EST

There’s an old adage that time is money. That’s why advertisers and publishers are constantly setting goals, measuring metrics and evaluating the effectiveness of campaigns. They check monthly, weekly, daily, sometimes even hourly, just to see how to pivot campaigns for the best return on investment.

But measuring your ROI can feel a little daunting when you see how many metrics come into play. Are you going to weigh page views over click-through rates? How does time spent influence your overall happiness with your campaign’s performance? Did any of this lead to conversion on your product or service? There can be a lot to consider. Most importantly…

Did you set an attainable goal?

In truth, this is the only question you need to ask yourself at the end of your campaign. This is where we take a step back from the metric side of ROI and look at what your ROI means to you.

For an established brand or event, who wants to reach a specific audience, you’ll usually look at CTR and conversion rates as key indicators of your campaign’s success. For a brand just starting to get its name in the market or looking to promote a first-time event, you might look at impressions and bounce rates before CTR. In both cases, these metrics are only telling half of the story. Connecting with an audience that’s truly engaged and will return to your brand starts by creating content that’s invaluable. You want an ad campaign people will remember.

At City/Studio, we create campaigns that cover every platform – print, digital and video – to ensure your brand is at its highest visibility and highest quality. Meeting an ROI goal doesn’t mean constantly pivoting to keep up CTRs; it means setting an achievable goal that’s tailored to your brand. See how our work develops content strategies that go beyond the norm.