KPIs by Campaign Type
Not all campaigns are built to achieve the same outcome.
And because their roles differ, the way we evaluate them must also differ.
One of the most common mistakes in performance marketing is applying identical KPIs across every campaign type. When this happens, upper-funnel campaigns appear inefficient, while bottom-funnel campaigns appear disproportionately successful. The result is misallocated budgets and distorted optimisation decisions.
Each campaign type in Sklik operates at a different stage of user intent:
- Some campaigns capture existing demand.
- Some campaigns shape and expand demand.
- Others convert already engaged users.
The KPI framework must reflect this strategic role.
This means:
- Search campaigns are evaluated primarily on efficiency and intent precision.
- Display prospecting campaigns are evaluated on reach, influence, and assisted impact.
- Retargeting campaigns are evaluated on conversion efficiency and audience sustainability.
- Product campaigns are evaluated on revenue structure and margin logic.
If we measure everything with the same lens, we optimise toward short-term visibility of results instead of long-term performance growth.
The goal of this section is not to assign „better“ or „worse“ KPIs — but to align metrics with intent stage and campaign purpose.
When KPIs match campaign role, decision-making becomes consistent, scalable, and strategically sound.
Now we can smoothly continue into:
- Search Campaign KPIs
- Display Campaign KPIs (Acquisiton & Retargeting)
- Product Campaign KPIs
If you’d like, I can also make this intro slightly more senior-level or more educational depending on the final Academy tone you’re aiming for.