The Only Metric You Need to Measure Your Marketing Campaign’s Success

Marrying advertising and data science made the measurability of results and performance of digital advertising feasible. Analytics tools are present to track every action made by consumers and even provide marketers and executives with various data to help in decision making. However, despite the rich data presented to us by these tools, which among these are valuable and vital to measure a campaign’s success?

Stay Away from These Metrics

Truth be told, an effective campaign should go away from measuring clicks, impressions or in short, vanity metrics. Sure, these numbers make us feel good because these normally show a large number, but at the end of the day, what do views, likes, or shares even mean?

Imagine running a video campaign with the objective of getting a million views. If you want to optimize your campaign, it will simply mean increasing the budget to reach more audiences. Moreover, given the prevalence of fraud in recent years, are you confident about the channels and networks where your ads are being served?

“Not everything that can be measured matters and not everything that matters can be measured”.

Vanity metrics look good because as the numbers grow, it creates an illusion of success. But if you’re in a C-suite or executive level, you wouldn’t care about website visits or bounce rate. What you’re focused on is about sales and revenue growth. It would be better to have metrics/KPI that provide in-depth and actionable insight.

The Only Goal of Advertising

Whether you agree with this or not, at the end of the day, advertising only has one goal. Claude C. Hopkins, the author of Scientific Advertising, says it best:

“The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.”

Sales and Marketing Unite

Tying sales and marketing in one objective might sound like a horror story with a lot of pressure on the marketing team. But to give you relief, marketing still works through a funnel and branding has a role to play from raising awareness, to being part of the consideration, up until the customer comes up with a decision to purchase.

As digital campaign runs in periods, goals are commonly measured in short term and instant results. However, with sales and ROI in mind, the marketing team should be able to see the bigger picture: despite the unique goals of every campaign, these should still support sales.

Succeeding with the right KPI

How do you know if your marketing campaign is improving and contributing to sales? Below, we listed down some metrics that bring sales and marketing together. Success, after all, is about beginning with the end in mind. Start keeping track of the metrics that show a business story, reveal insight, and provide guidance on what your next strategy should be.

Conversion Rate (CR):

Conversions are defined as the completed action by the customer. While integrating it to your marketing funnel may not always instantly lead to purchases, these can help push customers further down the marketing funnel. Events could be a sign-up success, app install, reservation, and so on. Tracking these events would be helpful for future remarketing.

Cost Per Acquisition (CPA):

How much are you spending per paying customer? This metric is sales-driven and aims to figure out if the money spent is reasonable. Measuring the CPA in a full digital marketing perspective would be better provided that some are focused on non-monetary goals like sign-ups. Over time, monitoring this metric would allow easier optimization by pinpointing non-performing campaigns.

Return on Investment (ROI):

The king among all metrics and the best indicator for success is ROI. Simply put, it tells you whether your campaign delivered enough revenue to your business. A good digital marketing ROI ratio is 5:1.

Customer lifetime value (CLV):

A bonus metric is CLV. This projects the revenue a customer will generate during their lifetime as a customer. After all the money spent to acquire a customer, the best way to ramp up a business is to retain them. Retaining a customer also speaks to the quality of the service or product your company provides.



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Pranav Kataria

Associate Director, Programmatic Strategy

As the Associate Director of Programmatic Strategy, Pranav brings over 8 years of experience in the adtech industry working with Publishers, DSPs, Agencies, and Advertisers from global regions to improve their monetization, performance, and strategies. With great understanding of the mobile market, his expertise lies in analytics, account management, strategy, and ad sales. With this refined skill set, he brings customer-centric mindfulness that enables growth and innovation.

Before joining AlgoriX, his keen business perspective and skills have earned him opportunities to work across different organizations and verticals in the advertising ecosystem; be it improving the processes, sales enablement, and managing client relationships.

Ray Xia

VP, AlgoriX Partner Studio

Ray Xia was a mainstay at Tencent Games, having worked at the company for 13 years. There, he took on various roles including backend developer, application development manager, and game producer. During this time, he actively participated in the development and operation of popular titles such as QQ Pet, QQ Pet Fight, and games involving the Naruto franchise. To date, these games have over 10 million daily active users. Through this rich well of experience he has accumulated covering all aspects of game development and operation, he aims to spearhead more creative endeavors via AlgoriX Studios.

Naomi Li

VP, Research and Development

Naomi Li has a decade’s worth of experience in research and development for the adtech industry. She started her career at Baidu where she was mainly responsible for the Automation Testing of the Baidu Fengchao Ad Search Engine. There, she focused on the fields of overlapping experiment infrastructure, rich media ads rendering, and ad antispam technology. Moreover, as part of Baidu’s International Group, she led the research and development of various monetization and advertising mechanisms for Baidu’s overseas app store, SDK, and AdNetwork. At present, she is responsible for the overall direction of AlgoriX’s R&D efforts, which include product planning, technical architecture design, and talent training.

Frederic Liow

SVP, Revenue Growth & Strategy

A veteran in the digital advertising industry, he began his career during the early days of the dotcom era. To date, his passion for the digital industry is still as strong as ever (and getting even stronger). Spanning twenty years of his digital career, he has worked for leading companies like Nielsen, MRM McCann, Omnicom Media Group, Millward Brown and Smaato. Currently, Frederic is the revenue officer for AlgoriX spearheading global revenue growth, business expansion and strategic partnerships. He has set up and built AlgoriX’s global mobile ad exchange, hiring talents, establishing best practices, and injecting global industry standards into the company. Prior to his current role, he was the Head of Demand for Smaato, overseeing the demand business and operations in APAC. Frederic is currently based in our Singapore HQ.

Xinxiao Guo

Chief Operation Officer

Equipped with a decade’s worth of experience in global product operation as well as a deep understanding of emerging markets, Xinxiao brings her expertise in mobile traffic monetization and programmatic advertising to the table. Before her role at AlgoriX, she was a core member of iQIYI’s research and development unit. After that, she moved to Baidu as Head of Programmatic Advertising.

At present, she is AlgoriX’s co-founder and Chief Operation Officer. Together with the team, she aims to help game developers effectively reach global audiences and implement better monetization strategies.

Ruiz Xie

Chief Executive Officer

With nearly 20 years of business experience, Ruiz Xie founded AlgoriX with the vision of creating a global advertising platform and entertainment ecosystem. Through AlgoriX’s services, he aims to create a more inclusive tech ecosystem by providing customized solutions that meet the needs of businesses at every stage. At the same time, through AlgoriX Studios and its third-party partner studios, the company is currently bringing to life a greater goal of providing a comprehensive entertainment platform for people worldwide, which covers games, IP, comics, movies, and more. At present, he leads nearly a hundred employees with concrete plans to expand the company by establishing more offices worldwide.

Before founding AlgoriX, Ruiz Xie joined CoreMail in 2002. There, he created the first Ajax version of the mailbox in China for NetEase, which was the largest Internet company in China at the time. After that, he joined Tencent in 2005 and contributed to the creation of Tencent Games while also building a large scale distributed storage system. In 2013, he moved to Baidu where he took part in developing Baidu International’s overall architecture and search advertising system. During his tenure, he was also the Chairman of the Baidu Global Technical Committee and Baidu’s chief architect.