Setting clear goals and KPIs as a step towards successful media planning

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Before you begin planning your media campaign, setting specific, measurable goals will help you stay on track and identify content formats and key channels to focus on.

When choosing a KPI, think about at what stage of the marketing funnel your target audience “drops off” and what actions you want them to take.

Estimate how much you are willing to pay for a user to take this action and what value it represents to the business in terms of ROI.

Perhaps you want to increase the reach of your paid social advertising to increase brand awareness and engagement, or create an engaging video to boost sales of a new product?

If you're not sure what's most important yet, here are four of the most common promotional goals to consider:

"I want to expand my audience"

Focus: brand awareness.


KPI: reach, impressions, clicks, likes, reposts, comments cyprus consumer email list , overall audience growth, cost per 1000 impressions.

"I want to increase the conversion of leads into clients"

Focus: quality lead volume.


KPI: total number of potential customers, click rate, conversion rate, lead converted to sale in %.


"I need to make my small advertising budget work more effectively"

Focus: relevance and effectiveness.


KPI: cost per click, cost per lead, cost per 1000 impressions, ROI/ROAS.

"I want to retain customers and increase revenue"

Focus: Customer re-engagement and expansion (CX).


KPI: engagement rate, click-through rate, revenue, high renewal rate, low churn.