performance-metrics

When to Use

• Setting KPI targets for new campaigns or evergreen programs.
• Building dashboards or scorecards for exec/stakeholder updates.
• Diagnosing pacing, reach, or conversion issues mid-flight.

Framework

1. Metric Stack – map awareness (reach, impressions), engagement (ER, saves, shares), conversion (traffic, pipeline), and community health (sentiment, response time).
2. Attribution & Tagging – enforce UTM structure, post IDs, and partner tags for downstream analysis.
3. Alerting Rules – define thresholds (± variance vs goal), alert channels, and severity tiers.
4. Reporting Cadence – daily pacing snapshots, weekly recaps, campaign retros, quarterly trendlines.
5. Experiment Measurement – document test KPIs, guardrails, and success decision trees.

Templates

• KPI scorecard (metric → target → actual → variance → owner → notes).
• Alert playbook (trigger condition → notification → response steps).
• Retro template summarizing learnings, insights, and backlog actions.

Tips

• Normalize metrics per channel and audience to avoid false comparisons.
• Pair with analytics warehouse data for revenue-attribution context.
• Keep metadata consistent (pillar, campaign, creative ID) so insights are reusable.

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