We live in the era of continually evolving technology. This could make it a real challenge for companies to up their game and reach their performance targets – especially when it comes to marketing. Nowadays, digital marketers ought to be knowledgeable concerning the use of metrics, their importance, and the way in which they are interconnected. However, simply being informed concerning these metrics won’t do – one has to know how to connect the dots in the right way, for a truly effective marketing performance.
That being said, one of the most important performance ratings is the end action rate. The end action represents the action a user takes. It can also be referred to as a conversion activity. An end action can occur in several forms – it can be a sale, a download, a lead generated, a video view, and the list can continue. In plain English, it stands for the end goal of the content or advertisement. This is what makes it a key metric for gauging the efficacy rating of a campaign over another.
The Effectiveness of the End Action Rate KPI
So, how does the end action rate KPI work? This metric actually measures whether a campaign has accomplished its purpose or not. It does that by monitoring the last action taken by your target audience in this respect. Concurrently, the KPI might also embody non-sales related objectives – just to name a few, bounce rates or contact requests.
Some people say that this metric is somehow similar to the goal conversion rate KPI. And that is true, to some extent. However, the end action rate facilitates a wider analysis of the campaign’s performance by factoring in all potential outcomes.
To that end, the end action rate KPI aims at offering your team factual information concerning your campaign’s performance. It is critical to assess how distinct campaigns are perceived by your target audience. Otherwise, you invest money without actually knowing whether your approach is right or not.
Let’s take an example. Supposing that you have a banner ad campaign with a particular landing page, you should also consider monitoring secondary metrics, as well as the goal completions. The reason why you should utilize secondary metrics as well is that these will point the way in which your page resonates with your target audience. In other words, it allows you to establish if your campaign has been well received or not.
It’s worth noting that many prospects aren’t open to committing to actually purchasing or sharing contact information on their first visit to a website. Nonetheless, it’s also true that a positive first impression is likely to result in a purchase or lead.
To conclude, it makes sense that the campaigns that translate into a higher number of leads are more efficient than their counterparts. At the same time, a campaign could be perceived as successful when it has managed to generate positive events such as contact requests and social engagements.