How to align KPIs to goals, set up proper tracking, and make data-driven optimizations.

Define Success Upfront

Map goals to metrics:

Awareness → Reach, CPM

Engagement → Engagement Rate, CPE

Traffic → CTR

Sales → CPA, ROAS

The Core KPIs

Reach & Impressions

Engagement Rate

Click-Through Rate

Conversion Rate & Sales

Content Saves & Shares

Attribution Tactics

UTM links (per creator & per creative)

Unique discount codes

Post pinning and link-in-bio tracking

Landing page personalization

Benchmarking & Testing

Compare CPM, CPE, and CPA across creators and campaign concepts. Test hooks, formats, and CTAs.

Reporting that Inspires Action

Turn analytics into decisions: refine briefs, double down on top creators, and retire underperformers.