In the dynamic world of digital marketing, understanding and establishing effective benchmarks is crucial to the success of any campaign. We often confuse benchmarks with simple numbers or monetary values, but there is a deeper, more strategic perspective we should consider.
Difference between Benchmarks and KPIs
It is essential to distinguish between benchmarks and KPIs (Key Performance Indicators). While the KPIs
They must be based on specific numbers, benchmarks represent relationships or proportions between different metrics. Benchmarks act as signals of what a good average could or should be for a specific metric, without being tied to specific numerical values.
Imagine that you manage a Facebook account with the goal of achieving a specific ROAS (Return on Advertising Investment). We could think that the Cost Per Click (CPC) or the Conversion Rate (CR) are fixed numbers to achieve. However, what is relevant here is the relationship between these metrics. For example, if the Average Order Value (AOV) is $150, the important thing will not be whether the CPC is $1 or $5, but rather maintaining a balanced ratio between CPC and CR to achieve the desired ROAS.
Selecting your Path
It's crucial to identify the focus of each ad account: quality vs. quantity. Depending on this, costs and performance will vary, and with them, the relationship between your key metrics. Choose your strategy based on what works best to achieve your desired ROAS, while keeping your benchmarks within realistic ranges.
Troubleshooting Benchmarks and KPIs
If you are not meeting your target ROAS benchmarks or KPIs, you will need to evaluate and adjust your approach. Analyze individual metrics to understand where the problems lie and which path (quality or quantity) can give you better results.
Can reference points change?
Benchmarks should only change if your total ROAS or AOV changes significantly. Keep an eye on your data and daily performance to recognize patterns and anticipate results.
Understanding that advertising performance benchmarks should not be based on absolute numbers, but rather on relationships between metrics, will simplify and make your performance analysis more efficient. Remember, there will always be one stable metric (usually AOV) and two others that you can manipulate to achieve your desired KPIs.
If you want to know more about your reference points, you can contact us
and we will do an exhaustive analysis of your metrics to determine them.