To be honest, all metrics have value. This means that depending on the industry, product, company and relationship with the audience in question, there are different KPIs (key performance indicators) that we need to evaluate each time. However, many companies focus on the metrics provided by the different media platforms (likes, clicks, impressions, etc.), which do not accurately reflect the users’ attitude towards the brand, but rather their mechanical reaction to the timeline of the respective platform (Facebook , Instagram, etc.). In other words, the behaviour of the user scrolling through the timeline does not necessarily show their true attitude towards the brand.

The automatic metrics mentioned above lead to simple conclusions, and most clients like them. In practice, however, they do not give a comprehensive picture of the performance of a campaign or the communication of a brand in general. They are measurements that remain on the surface of the evaluation, so to speak, without going into depth. Therefore, they often give a false sense of security.

Let us now look at the metrics that can bring significant benefits to a brand. These are the primary metrics for Brand or Campaign Awareness, Brand Equity, Familiarity, etc. These metrics provide important information about the actual relationship that the audience you are interested in has with the brand you manage, which is why they can give you a competitive advantage.

At BAAS DIGITAL, we have developed an innovative campaign evaluation mechanism: Brand Effect, our proprietary methodology for conducting Brand Lift surveys, which allows us to calculate the level of performance of the campaigns we run at each level of the sales funnel.

Specifically, we create Brand Lift surveys on Facebook to collect responses from users, whom we divide into two main groups: those who have come into contact with the main campaign (focus audience) and those who have never seen it (control audience), always taking into account the gender and age factor. The process described above provides safe conclusions based not on superficial metrics but on the real reactions of the audience and can therefore prove really useful for optimising the content and the final strategy we will adopt.

Remember that there is always the human factor behind metrics. So the next time you are looking for statistics about your brand… ask your audience directly!

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