Campaign success metrics: what to measure and when for B2C marketing

Choosing the right campaign metrics determines whether you optimize toward real business outcomes or vanity numbers. Most marketers track too many metrics poorly rather than fewer metrics well.

The metric hierarchy for B2C campaigns

Structure metrics across three tiers:

Awareness campaign metrics

For top-of-funnel campaigns:

Conversion campaign metrics

For bottom-of-funnel campaigns:

Setting appropriate benchmarks

Benchmarks should come from your own historical data first, then industry comparisons. A €30 CPA might be excellent for financial services but terrible for app installs.