How to measure the success of a gamified campaign
a gamified campaign is measured on four levels: reach (how many arrive), participation (how many play), conversion (how many leave data, redeem or buy) and retention (how many return). Success is defined by comparing those figures with an objective set in advance and with the total cost of the campaign.
The funnel of a gamified campaign
- Exposure: people who see the QR, the advert or the stand.
- Participation: people who start playing.
- Completion: people who finish.
- Conversion: registration, redemption, purchase or visit.
- Retention: people who repeat or return.
Each step has a rate. The analysis consists of seeing where people drop off.
Key metrics
Reach
- Impressions, visits to the link, scans.
- Traffic sources (QR, social media, email).
Participation
- Plays started.
- Start rate: plays ÷ visits.
- Average playing time.
Quality
- Completion rate.
- Average score and distribution.
- Drop-off points.
Conversion
- Registrations ÷ participants.
- Coupon redemptions ÷ coupons issued.
- Attributed sales.
- Visits to the shop or stand.
Retention and virality
- Players who repeat.
- Shares and referrals.
- User-generated content.
Lead quality
- Leads who open communications.
- Leads who become opportunities.
- Cost per qualified lead.
How to prepare the measurement
- Set quantified objectives before launching.
- Define tracking events (start, milestones, finish, registration, share).
- Tag the sources with UTM parameters.
- Connect to your CRM or email tool.
- Prepare a simple dashboard.
- Plan weekly reviews.
Avoid vanity metrics
Lots of plays or lots of clicks do not mean success if there are no results. Prioritise the metrics linked to your objective: qualified leads, redemptions, sales, traffic to the shop or measurable awareness.
Calculating ROI
ROI = (attributed profit − total cost) ÷ total cost
Include production, promotion, prizes and team time in the cost. More details in how to measure the ROI of immersive experiences.
Report after the campaign
Include:
- Objectives and results.
- Funnel with rates by step.
- Findings (what worked, what did not).
- Lead quality.
- Cost per result.
- Recommendations for the next action.
Key ideas
- Measure the full funnel, not just the plays.
- Define quantified objectives before launching.
- Quality metrics matter more than volume metrics.
- Use UTM, CRM and dashboards.
- Close with a report of lessons learnt.
Frequently asked questions
What participation rate is good?
It depends on the channel and the audience. Compare with your previous campaigns and with results from similar campaigns.
How do I measure the impact on the brand?
With surveys, brand searches, mentions and direct traffic.
How often should I review the data?
Weekly during the campaign, so you can adjust in time.
What tools do I need?
Web analytics, UTM, a CRM or email platform, and tracking built into the game.
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