Engagement Metrics: Why Yours Don’t Make Sense
Admit it, your engagement metrics don’t make any sense.
As a creative agency we are are often approached by clients with a digital campaign in mind where they claim their goal is to increase sales and brand awareness by producing content that will get them social media shares, website impressions and views on YouTube. The word engagement is thrown around any other buzzword these days. The thing is what they think of engagement doesn’t translate into really what matters to their customers — value, that encourages action and loyalty.
What Does Engagement Really Mean?
These days engagement has so many different meanings that it’s hard to nail down one definition — whether you measure click through rates, website clicks or comments, clients forget that at the end of the day it doesn’t mean jack how many likes your Facebook page has, it’s really about whether you customer being persuaded to action and buy into whatever your selling.
Where Engagement Metrics #Fail
As Justin Adler, Product Manager at SourceKnowledge alludes to in his recent AdAge article — a lot of the results you get from click campaigns don’t make any sense. You can’t discount for accidental clicks on your banner ad, there’s a lot of bot traffic that’s fake. The worst is seeing agencies claim that client’s will see a 2-4% click through rate and claim that it’s a success. Imagine your Doctor giving you a 2-4% chance to live or you boss saying you have a 2-5% of getting your bonus, would you take those odds? It doesn’t make any sense! Impressions which are regularly used as a metric by agencies to count the number of times your Facebook or Twitter ad appeared don’t give you much information, so your target audience glazed over your ad – where’s the action, where’s the value?
Stop Lying To Yourself
Measure Performance of Value-Driven Content
The first step is for brands to stop accept that the engagement metrics of old don’t work. Yes they may be easy to understand and track but the correlation with actual value and action that results in revenue is really not there. The second step is to measure the performance of value driven content and actions. Are people actually downloading, reading and implementing the strategies in your Ebook. Is your video series on next trends in fashion actually getting people to visit your store or buy more of your fashion line online?
It’s scary to give up what you know to experiment and invest into measuring your brand against the real metrics, but at Now Creative Group we have learned that the exercise is worth doing because it helps our clients really focus on producing content and being creative in a way that generates value for their target audience. To buy or not to buy? That’s really what matters.