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Pay-on-Performance Demystified

Every digital marketer in the country is trying offer some level of performance over any digital marketing activities for their clients be it web or mobile. Agency define these performance metrics on all sort of campaigns i.e. engagements, interactions, downloads, leads, viewability, sales, registration, enrollment, followers, rankings, percentage of sales and more.

Each of the digital media like owned, paid, earned, shared and social has individual metrics to define performance.

digital-media-paid-earned-owned-shared-social

What are various performance metrics for each of digital media that once should consider. Lets take the difficult one to start ;)

  1. Owned Media by definition is any web / mobile property that you have a control on and it only belongs to your brand. Performance metrics examples are as below:
    • Funnel (Conversion Funnel)
    • Time spent per user
    • Bounce rate
    • Repeat visitors
  2. Paid Media by definition is any media that get paid to drive traffic to your brand’s web / mobile property. Performance metrics examples are as below:
    • Cost-per-lead (CPL)
    • Cost-per-valid-lead (CPVL)
    • Cost-per-download (CPD)
    • Cost-per-registration (CPR)
    • Cost-per-sales (CPS)
    • Percentage-of-sales (PeoS)
  3. Earned Media by definition is any media where the effort to build your reputation is involved. Some of performance metrics are
    • Search engine rankings
    • Social rankings
    • Recommendations / Vouch
  4. Shared Media It is also consider as word-of-mouth of digital media. Share media by definition is any content that is created to drive virality and deliver brand promise. Performance metrics examples are as below:
    • Viewability
    • Related Content Messages
    • Content picked by any third-party sites
  5. Social Media by definition is any media that delivers a mutual connect between your brand and user. It can also create a reputation, develop influencers and a high-level of engagement for your brand. Performance metrics examples are as below:
    • Responses
    • Engagement controls.
About Ryan Govindan (15 Articles)
Father of ViVa, data-driven marketer, digital marketing professional and a doer.
Contact: Website

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