Webinar: How to Set S.M.A.R.T. Advertising KPIs that Align With Business Objectives


Every digital marketer wants to know if they’re choosing the right advertising KPIs to accurately measure success for their paid ad campaigns. Should you be tracking impressions, CPM, click-through rate, reach, engagement, conversions, and/or conversion rate? There’s no shortage of metrics to track, and it can feel overwhelming and arbitrary if you’re asking this question before determining your business objective and strategy.

In fact, many marketers find themselves putting the cart, so to speak, before the horse, when determining advertising KPIs. In this on-demand webinar with a Lumenad digital advertising expert, we’ll help you put KPIs in perspective. Here’s a quick overview of what you’ll learn.

The What & Why of Advertising KPIs

Key performance indicators are metrics, but not all metrics are KPIs. Digital Advertising Expert Alexandra Deuel discusses what KPIs are – metrics that measure the goals of the business against actual, quantifiable data over a specific period – and what they’re not. Advertising KPIs can vary by marketing funnel stages, and you’ll learn some of the most commonly used for each stage. You’ll gain an understanding of why setting the right KPIs can help you in six key areas related to the health of your campaign, your strategy, and your business.

Why Align KPIs with Business Objectives?

KPIs, when chosen strategically, put your entire organization on a path to success. Deuel talks about benefits to cross-organizational communication, determining successful strategic direction, and ensuring your business is on a path to long-term success. Whether you’re a digital marketer at an agency or in the marketing department of a brand, advertising KPIs should align to larger business objectives and work in concert with other marketing department efforts to build successful performance of programs.

How Do You Set S.M.A.R.T. KPIs?

You’ll learn why advertising KPIs should incorporate both your business objectives and your media mix/strategy. Without aligning to a business objective, KPIs are arbitrary, and not every KPI works for every stage of the funnel or channel. By the way, what’s the difference between channels and platforms, and what’s an example of a channel-specific KPI? Deuel has answers. She’ll also provide a framework for setting specific, measurable, attainable, relevant, and time-bound key performance indicators. You’ll see an example and have this framework to take away and customize for your own advertising campaign strategy.

If advertising KPIs seem nebulous and confusing, this webinar will provide inspiration and practical tips for getting your campaigns back in alignment and on the road to true optimization.

Alexandra Deuel

Digital Marketing Expert, Lumenad

Alex has built rich experience across media coordination, account management, and digital media management at Lumenad over the last three years. Her extensive work managing paid advertising campaigns for both agency clients and the Lumenad brand have allowed her to develop unique, highly valuable perspectives and insights into digital advertising challenges, strategies, and technology. Prior to Lumenad, Alex coordinated marketing programs for TrovaTrip and worked as a Senior Account Operations Specialist for Nike.