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© Blue State Digital | Proprietary and Confidential
Campaign
Monitoring &
Measurement
1© Blue State Digital | Proprietary and Confidential

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© Blue State Digital | Proprietary and Confidential
1. Introductions
2. State of Digital Measurement
3. Goals and KPIs
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Agenda and Introductions

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A little bit about
us and BSD!
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Hi, I’m Maureen McNally.
Senior Digital Analyst
@mhmcnally
A little bit about us and BSD!
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Hi, I’m Marc Abanto.
Deputy Director, Communications
@MAbanto
A little bit about us and BSD!
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© Blue State Digital | Proprietary and Confidential
Hi, I’m Maureen.
Senior Digital Analyst
@mhmcnally
Introductions
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© Blue State Digital | Proprietary and Confidential
Hi, I’m Maureen.
Senior Digital Analyst
@mhmcnally
Introductions
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© Blue State Digital | Proprietary and Confidential
Hi, I’m Marc.
Deputy Director, Communications
@MAbanto
Introductions
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© Blue State Digital | Proprietary and Confidential
Hi, I’m Marc.
Deputy Director, Communications
@MAbanto
Introductions
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© Blue State Digital | Proprietary and Confidential
We partner with brands, nonprofits, and
advocacy groups to help them build
communities and mobilize action.
A little bit about us and BSD!
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The state of digital
measurement
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Monitor
mon·i·tor
ˈmänədər/
To observe and check the progress or quality of
(something) over a period of time; keep under systematic
review.
The state of digital measurement
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© Blue State Digital | Proprietary and Confidential
Measure
meas·ure
/ˈmeZHər/
To ascertain the extent, dimensions, quantity, capacity,
etc., of, especially by comparison with a standard.
The state of digital measurement
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© Blue State Digital | Proprietary and Confidential
There is A LOT of data to monitor and measure
in the digital space.
The question is...
The state of digital measurement
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How do you read the signal
through the noise?
The state of digital measurement
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© Blue State Digital | Proprietary and Confidential
● Step 1: Develop your goals
● Step 2: Identify the blips and the trends
● Step 3: Optimize, optimize, optimize
The state of digital measurement
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Goals and KPIs
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So you’re developing digital goals online.
How do you go from this...
Goals and KPIs
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Email open rate
Email click rate
Conversion rate
Unsubscribe rate
Total donations
Dollars raised
Average gift size
Total actions taken
Retweets
@Mentions
Engagement rate
Impressions
Likes
Comments
Shares
Link Clicks
Video Views
Cost per click
Cost per impression
Cost per follower
Cost per acquisition
Reach
Bounce Rate
Time on site
Average # of page views
Average # of pages
Sessions
Unique users
Hearts
Snapchat views
Pinterest repins
Action rate

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To this:
Goals and KPIs
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Email open rate
Email click rate
Conversion rate
Unsubscribe rate
Total donations
Revenue
Average gift size
Total actions taken
Retweets
@Mentions
Engagement rate
Impressions
Likes
Comments
Shares
Click Rate
Video Views
Cost per click
Cost per impression
Cost per follower
Cost per acquisition
Reach
Bounce Rate
Time on site
Average # of page views
Average # of pages
Sessions
Unique users
Hearts
Snapchat views
Pinterest repins
Action rate

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Separate the KPI facts from the KPI myths
with a new edition of:
Goals and KPIs
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Goals and KPIs
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Myth 1:
Everyone, despite vertical, should be
using the same set of key performance
indicators (KPIs).

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© Blue State Digital | Proprietary and Confidential
Busted!
Organizations could have similar KPIs depending on the
goals of their digital programs, but there is no such thing as
“one size fits all” KPIs. The constants should be making
sure your digital goals and KPIs mirror offline work, and
revisiting them often to ensure they still adequately track
back to what you want to be doing online.
Goals and KPIs
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Goals and KPIs
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Myth 2:
Conversion rate is the most important
KPI across all platforms.

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(Mostly) CONFIRMED
“Conversion rate” can mean a lot of different things
depending on the medium. If you need your audiences to
be taking an action, conversion rate is certainly important,
but there are circumstances (rapid response being the one
that immediately comes to mind) where it may need to take
a back seat to other metrics. Actionless digital is also
coming into vogue again—especially on email. If your goal
is to get eyes on your content, conversion rate is an
inadequate metric.
Goals and KPIs
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Goals and KPIs
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Myth 3:
When fundraising, revenue is the only
KPI that matters.

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Busted!
Raising money online begins with creating relationships
with your audiences. “Revenue” is not a KPI for relationship
building, and if dollars raised is the only thing you care
about, your supporters are going to have a bad time.
There are many roads traveled to raising money. Your KPIs
should cover all of those roads so that you are putting as
many people as possible in the appropriate mindset for
being asked for money.
Goals and KPIs
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Goals and KPIs
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Myth 4:
Open and click rates are the key
metrics for all email programs.

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© Blue State Digital | Proprietary and Confidential
Busted!
Open and click rate can give you valuable information
about your email list and the content they like to receive.
However, on their own, they are vanity metrics. Conversion
and engagement rates are better indicators of whether or
not your email program is working.
This is especially true when running tests with your email
program. Beware of declaring winners based only on open
and click rate, without considering what actually caused
people to do what you need them to do.
Goals and KPIs
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Goals and KPIs
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Myth 5:
On social media, engagement is more
important than reach.

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Confirmed!
Social media success is being tied more and more to the
quality of the post, and engagement metrics measure
quality more so than reach metrics.
Many organizations are also putting more and more money
into promoting content. On sites like Facebook, paid
promotion is for all intents and purposes a necessity. Being
smart with that budget means paying attention to whether
or not it’s creating the type of engagement necessary to
build a vibrant community.
Goals and KPIs
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Goals and KPIs
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Myth 6:
I should keep a close eye on our
competitors’ performance.

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Busted!
Remember, your community signed up to hear from you.
So if you’re working with finite resources (and lets face it,
we all are), then there are better ways to use these
resources than monitoring what your competitors are
doing.
Besides, your own historical data is a much better
benchmark of success and progress than anything they are
doing.
Goals and KPIs
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© Blue State Digital | Proprietary and Confidential
You probably know these:
● Google Analytics
● Facebook Insights
and Twitter Analytics
● Quantcast
● Google Consumer Survey
● Klear.com
● FollowerWonk
Goals and KPIs
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Tools to monitor and measure:
We also use these:
● Crimson Hexagon
● Traackr
● SimilarWeb
● Rival IQ
● SimplyMeasured
● Curalate

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Ask us anything.
sales@bluestatedigital.com
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