Which KPIs you should measure in an interactive campaign
choose few KPIs and tie them to the objective: one main business KPI (qualified leads, sales, savings, learning) and several supporting ones in four groups: reach (how many arrive), participation (how many interact), quality (how they experience it) and conversion (what they do afterwards). Avoid vanity metrics that are not related to the result.
How to choose your KPIs
- Start from the objective: what do you want to happen?
- Choose one main KPI that reflects it.
- Add 3-5 supporting KPIs that explain the result.
- Set reference values (baseline and target).
- Define how they will be measured and who is responsible.
The six groups of KPIs
1. Reach
How many people reach the experience.
- Scans, visits, impressions.
- Unique users.
- Traffic sources (QR, social, email, shop).
2. Participation
How many actually use it.
- Activation rate (users who start ÷ those exposed).
- Sessions and plays.
- Participation rate at events.
3. Quality of the interaction
How they experience it.
- Interaction time.
- Completion rate.
- Actions carried out.
- Drop-off points.
- Satisfaction and NPS.
4. Conversion
What happens afterwards.
- Registrations and leads.
- Qualified leads.
- Clicks through to purchase or contact.
- Vouchers redeemed.
- Attributed sales.
- Meetings scheduled.
5. Retention and virality
What makes them come back or share.
- Returning users.
- Shared content.
- Referrals.
- Frequency of use.
6. Financial
The financial result.
- Cost per participant, lead or sale.
- ROI and payback.
- Savings compared with the alternative.
KPIs by type of objective
| Objective | Main KPI | Supporting KPIs |
|---|---|---|
| Awareness | Qualified reach | Scans, shares, brand searches |
| Lead generation | Qualified leads | Registration rate, lead quality, cost per lead |
| Sales / conversion | Attributed sales | Conversion, order value, redemptions |
| Traffic to shop / stand | Visits | Vouchers redeemed, time spent |
| Loyalty | Retention | Frequency, participation in challenges, customer value |
| Training | Performance improvement | Completion, errors, time, application on the job |
| Reduction in returns | Return rate | Use of the experience, reasons |
| Events | Opportunities generated | Demos, time at the stand, leads |
Vanity metrics vs useful metrics
| Vanity | More useful |
|---|---|
| Total number of scans | Scans that end in a valuable action |
| App downloads | Active and returning users |
| Lots of leads | Qualified leads and their conversion |
| High session time | Time with completion and action |
| Shares and nothing more | Shares that generate new users |
Good measurement practice
- Install analytics from the start and test the events.
- Label the sources (UTM, different QR codes by location).
- Combine data from the experience, the CRM and sales.
- Segment: by device, channel, location and user type.
- Review regularly: weekly during the campaign.
- Document lessons for the next action.
- Respect privacy: minimum data, consent and anonymisation where possible.
A basic panel (template)
| KPI | Target | Actual | Comment |
|---|---|---|---|
| Unique scans | |||
| Activation rate | |||
| Completion rate | |||
| Qualified leads | |||
| Redemptions / sales | |||
| Cost per result | |||
| ROI |
Key ideas
- Few KPIs, well chosen and linked to the objective.
- One main business KPI and several supporting ones.
- Measure reach, participation, quality, conversion, retention and finance.
- Avoid vanity metrics.
- Label and combine data to attribute results.
Frequently asked questions
How many KPIs should I have?
Between five and eight is manageable; more usually dilutes attention.
How do I set targets if it is my first campaign?
Use references from similar actions and adjust after the first weeks.
What tool do I need?
Web analytics, UTM, a CRM and tracking built into the experience.
How often should I review?
Weekly during the campaign and with a final report.
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