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I base it on the campaign objective: conversions, engagement, awareness, traffic, etc. if you are looking for KPI/metrics to measure based on objective, You should be able to search for this info. I’ve seen hootsuite blog articles about this.
We use the KPI's (metrics), like ROI, cost per win, cost per lead, and others. This a very valid method for measuring the success. Also many companies use these metrics.
When developing a marketing strategy, we usually aim for a goal, to grow the community, to sell some products, or something like that, the measurement of success depends on that.
In my agency everything depends on the objectives, that is, if we seek to generate leads, we measure the number of leads and their quality, how fast the collection was, and after using the leads, a post mortem is made where the quality of the leads is evaluated. the leads.
In my agency, everything is measured with respect to the growth of the community, and I really feel that not everything can be measured that way, but according to them, it is the best way to present a result to the client. For me, it is not the best way.
In my agency, they measure everything around the online sales generated by the client, which seems inappropriate to me because many people buy online but others prefer to go directly to the store, and the latter is usually their first contact digitally.
In our case we are dedicated to the generation of traffic in web portals and in network profiles, the way to measure it is with the different software that is on the market, I feel that it is the appropriate way because we read our objective.