How to Choose the Right KPI for Your Next Digital Campaign

Your Key Performance Indicator (KPI) is your yardstick of success. Yet, many marketers are unclear how to whittle down hundreds of data points into just one or two indicators of a successful programmatic campaign. While there is no set-it-and-forget-it formula, we’ve generated a chart that will help you understand how to choose the right KPI for your next digital campaign.

Possible KPIs Include

  • Impression delivery
  • Click delivery
  • Efficient Metrics (effective CPC, effective CPM,  effective CPE, effective CPA)
  • Time on site
  • Engagements
  • Video completions

Choosing the Right KPI

There may be many different objectives that you are trying to achieve as a business. The best way to figure out your main KPIs is to first decide who your audience is and how you want them to interact with your site.

The best way to figure out your main KPIs is to first decide who your audience is and how you want them to interact with your site.

Once you know your main objective, you can build your funnel. For example, if you are a new business your audience will probably be new users who have never been to your site before. This will dictate your funnel, which will be focused on upper to middle funnel KPIs. You want your customers to grow affinity towards the brand (primary KPI: video completions) and then spend time on your site getting to know you (secondary KPI: Time on Site). With this, you may want to run a native video campaign and build a retargeting campaign off of users who complete the video, serving them a native ad and ultimately, driving time on site.

Align Your KPI to Your Business Goal and Your Chosen Tactics to Your KPI

You should have a maximum of 2 KPIs per campaign, aligned to a singular business goal. Part of deciding on these KPIs and effectively reaching your chosen business goal is to ensure you are using the correct tactics in order to get there:

  • Pre-Roll Video: Completed Views (CPCv)
  • Outstream Video: Clicks to Site (CTR)
  • Native Prospecting: Clicks to Site / Time on Site (CTR, CPE, Time on Site)
  • Native Retargeting: Clicks to Site / Time on Site / Conversions (CTR, CPE, CPA)



4 min read

How to Capitalize on Winter Sports Hype Through Digital Advertising

Television is no longer our sole portal to some of the biggest sporting events of the decade. Today, we stream events on smart TVs, desktops, laptops, and apps. Our phones keep us updated in real time, and we’re as likely to catch the highlights on a publisher site as we are to rely on official network content.

This new world of content consumption is great news for advertisers: You don’t have to be an official event sponsor to capture the attention of sports audiences. Here are three major ways to capitalize on game day hype through digital advertising.

1. Segment Targeting: Reach Users Engaging With Sports Content

Standard Segments

Programmatic advertising allows you to target standard segments of people who have shown interest in a specific sport in the past few days. These segments track consumer behaviour online, allowing you to capture a sport’s audience who also happens to be your target audience.

For example, if you know your audience is likely to have an interest in ice skating, you’re able to serve ads to that specific psychographic across thousands of publisher sites. Consider how many publisher sites recently reported on Mirai Nagasu’s historic triple axel. Harness that hype through the sophistication of programmatic segment targeting.


First-Party, Custom Segments

Through StackAdapt’s programmatic platform, you’re also able to create custom audience segments. These segments, built especially for your brand through first-party data refreshed on a rolling 7-day basis, use machine learning and natural language processing to determine relevant browsing behaviour and ultimately, the implicit intent of a given user.

This means that not only are you reaching the people who matter to your brand, you’re reaching them at the exact time they are actively engaging with topics relevant to your product or service. This intent-based targeting drastically increases the likelihood of conversion from audience member to customer.

For example, if you know your audience has a penchant for high adrenaline sports like luge and skeleton, you’re able to build a segment unique to your needs. Try building a customized audience segment based on sports viewership relevant to your brand.

Learn more about Custom Audience Segments Here

B2B Segments

Another way to segment your audience is by focusing on specific institutions. Rather than targeting an entire city, these B2B segments capture audiences within a specific institution (university, hospital, airport, company etc.) so you can reach people in the places that matter the most to your brand.

For example, if you are a low-interest credit-card company, you can harness a sporting event’s audience by modifying your ad creative to capture team spirit and then serving ads to universities filled with students looking for low-cost credit options.

2. Dayparting to Sync Up with Specific Events

While the previous section dealt with who and where you choose to target, when you target your audience is of equal importance. In the case of sports campaigns, serving your ads during high profile events can help you make the most of your programmatic bids by ensuring your audience is consuming content at the same time your ad is likely to be served, increasing the impact & reach of your ad.

“But how will they see my ad if they are already watching the event,” you ask? According to AdWeek, 87% of consumers use more than one device at a time, making advertising on mobile (such as programmatic native) a smart choice for advertisers looking to reach their audience alongside sports content.

3. Integrate Your Social and Programmatic Campaigns

Many marketers associate the term “programmatic” with social media. And while social is one area of programmatic advertising, there are a number of benefits to reaching outside those walled gardens. Integrating your Facebook campaigns with your Demand Side Platform (DSP) allows for one-click convenience & powerful data incorporation.

Running Facebook campaigns through your DSP combines the powerful first-party data of technology such as Custom Audience Segments with the intelligence of Facebook Lookalike Audiences.

For example, if you are running a sporting event specific campaign across social media, integrating this campaign with your DSP ensures that your next campaign will be more intelligent than the last.

4 min read

10 Digital Marketing Tips for 2018 from StackAdapt’s Campaign Experts

2018 is in full swing and we’re excited to see what innovative digital marketing and advertising strategies our clients come up with this year. To help get the ball rolling and to ensure your next campaign hits your intended KPIs, we’ve rounded up some expert advice from our Custom Success team. Here are their top tips and tricks for 2018: Continue reading “10 Digital Marketing Tips for 2018 from StackAdapt’s Campaign Experts”

4 min read

4.5 Billion Reasons to Use Omnichannel Programmatic for your Next Ad Campaign

The indexed web now has over 4.5 billion pages. As for in-app ad inventory, over 500 new apps are released into the Apple App Store every day (and that’s just one store!) Can you imagine attempting to manually sell all of that ad space? Impossible.  Enter omnichannel programmatic buying and selling. Continue reading “4.5 Billion Reasons to Use Omnichannel Programmatic for your Next Ad Campaign”

4 min read

3 Programmatic Strategies for Optimizing Your Next StackAdapt Campaign

The theory behind programmatic advertising campaigns is simple: automatically target specific users who are likely interested in your product or service across the web.

But the process of getting the most value out of your programmatic platform, like anything, is more likely to succeed with a little strategy behind it. Here are three programmatic strategies straight from the minds of the StackAdapt Customer Success team. Continue reading “3 Programmatic Strategies for Optimizing Your Next StackAdapt Campaign”

4 min read