To effectively measure the performance of your logistics advertising campaigns, consider tracking the following metrics:
Core Performance Metrics:
- Impressions: The number of times your ad was displayed.
- Clicks: The number of times your ad was clicked.
- Click-Through Rate (CTR): The percentage of impressions that resulted in clicks.
- Cost Per Click (CPC): The average cost of each click on your ad.
- Cost Per Thousand Impressions (CPM): The cost of 1,000 ad impressions.
Conversion Metrics:
- Leads Generated: The number of potential customers who have expressed interest in your services.
- Quotes Requested: The number of quotes requested through your ad.
- Bookings Made: The number of shipments booked as a result of your ad.
- Revenue Generated: The total revenue attributed to your advertising efforts.
Customer Acquisition Cost (CAC):
- CAC: The total cost of acquiring a new customer.
- Formula: CAC = Cost of Marketing Activities / Number of New Customers Acquired
Return on Ad Spend (ROAS):
- ROAS: The revenue generated from your ad spend.
- Formula: ROAS = Revenue Generated / Cost of Advertising
Customer Lifetime Value (CLTV):
- CLTV: The total revenue a customer generates over their lifetime.
- Formula: CLTV = Average Purchase Value * Purchase Frequency * Customer Lifespan
Additional Metrics:
- Website Traffic: The number of visitors to your website from your ads.
- Time on Site: The average time visitors spend on your website.
- Bounce Rate: The percentage of visitors who leave your website after viewing only one page.
- Conversion Rate: The percentage
of website visitors who take a desired action, such as filling out a form or making a purchase.