Campaign Performance Index is a composite metric used to evaluate the success of a campaign by comparing actual performance against a baseline or expected value. It combines various KPIs like clicks, conversions, and ROI into a single score to simplify comparison across campaigns.
The index is calculated by dividing the actual performance metric by the expected or baseline performance. It can be customized based on goals – such as ROI, CTR, or conversions – depending on your business objective.
Campaign Performance Index = (Actual Campaign Performance ÷ Expected Performance) × 100
Campaign Performance Index = (Actual Campaign Performance ÷ Expected Performance) × 100
If a campaign is expected to deliver 1,000 leads but generates 1,300, the Campaign Performance Index is 130 – meaning the campaign outperformed expectations by 30%.
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A good Campaign Performance Index is above 100, meaning the campaign has exceeded expectations. The higher the number, the better the campaign has performed relative to its target.
A Campaign Performance Index below 100 suggests the campaign fell short of its goals. This may point to targeting issues, weak messaging, or inefficient spending.
Establish realistic campaign benchmarks based on historical performance or strategic targets to ensure accurate comparisons.
Regularly review campaign data so you can respond quickly to underperformance and reallocate budgets if needed.
Ensure marketing and sales teams agree on success metrics to avoid misalignment when calculating performance.
