Optimize your local digital marketing: key performance indicators

1. What are the indicators that matter for your marketing campaigns? What to follow to measure and thus achieve your business objectives?
2. Level 1 - General marketing metrics: basic performance indicators, for an overall analysis
3. Level 2 - Intermediate Metrics: to measure more precisely the impact of local marketing

What are the indicators that matter for your marketing campaigns? What to follow to measure and thus achieve your business objectives?

Defining the impact of local marketing campaigns is a crucial issue for retailers seeking to attract in-store traffic. Targeted strategies are at the heart of business efforts, but to maximize benefits, it is essential to rely on advanced metrics that allow for real-time campaign adjustments and optimization.

The use of “good” performance indicators not only allows understanding the real impact of local campaigns, but also improves the return on investment on the prospects side. Some metrics are easily accessible and provide an overview, while others require sophisticated tools and expertise to fully leverage them. 

Some are focused on search engines (SEO, SEA, referencing, maps...), others deal with clicks, leads and website. All have one thing in common: comparing marketing campaigns with each other, their KPIs and their performance, to make decisions based on REAL optimization quantified by KPIs. So we are moving away from the "gut feeling" to track the performances that matter: reaching your potential customers.

You will have understood, in the program of this article: a structured approach to local marketing metrics, classifying them by levels of accessibility!

Level 1 - General marketing metrics: basic performance indicators, for an overall analysis

Generalist metrics provide an overview of the performance of a local campaign. They are widely available on platforms like Google Ads, Meta Ads and allow tracking the early stages of interaction with your prospects.

Marketing indicators to be measured obligatorily according to a conversion campaign objective

• The classics: CPM, CPC, CTR

These three indicators form the basis of any digital marketing strategy, particularly when analyzing the effectiveness of local campaigns.

• CPC (cost per thousand impressions)
  CPC measures the cost per thousand displays of your ads. It's an essential metric for awareness campaigns where the goal is to maximize visibility. A low CPC indicates effective ad delivery at a lower cost, but it should not be analyzed alone; it must be related to engagement or conversion indicators to assess the real impact.
• CPC (Cost Per Click)
  The CPC indicates how much you pay each time a user clicks on your ad. It's an essential metric for performance-oriented campaigns, such as lead generation or traffic campaigns. Good CPC management involves optimizing bids to target the most likely audience segments to convert, while maintaining a reasonable cost.
• CTR (Click-Through Rate)
  

These indicators serve as initial benchmarks to assess the effectiveness of your campaigns. However, to gain a more nuanced understanding of their impact, it is essential to supplement them with more advanced metrics, such as cost per visit or attributed in-store visits.

• Cost per acquisition (CPA)
  The CPA measures how much it costs for a local customer to take a defined action (sign-up, in-store visit). This metric is useful for evaluating the initial return on investment of a campaign, but it must be coupled with more specific analyses to judge overall effectiveness.
  
• Localized Engagement Rate
  This indicator tracks interactions with content or advertisements in a specific geographic area. It measures likes, shares, and comments, providing insight into the interest of local consumers. However, high engagement does not necessarily guarantee conversion, and other metrics must be used in conjunction.
  
• Local Offer Participation Rate
  This metric tracks the proportion of users who interact with geolocalized offers, such as coupons or promotions. It is a useful indicator for measuring the attractiveness of offers and the responsiveness of local consumers in targeted areas.
  

Level 2 - Intermediate Metrics: to measure more precisely the impact of local marketing

Performance indicators to shift into high gear

Intermediate metrics allow for more in-depth analysis and are often available through specialized tools, such as those from Google and Meta. They help connect online interactions to physical actions in-store.

• Attributed Store Visits (Store Visits)
  This metric, offered by platforms like Google Ads, tracks how many store visits can be directly attributed to a digital campaign. It allows linking advertising spend to physical results, providing concrete data on store visit frequency.
  
• Cost per visit (CPV)
  The CPV measures how much it costs to generate a store visit through a local campaign. Unlike CPA, which tracks digital actions, CPV focuses on in-store results, thus providing a direct indicator of the physical profitability of a campaign.
  

Geographic coverage index (GCI): optimizing impact with programmatic advertising

The Geographic Coverage Index (GCI) is a key indicator for evaluating the effectiveness of local advertising campaigns in a specific area. Specific to programmatic advertising, this indicator combines data from various digital advertising channels such as DOOH (Digital Out of Home), mobile ads, and online platforms. The goal is to measure the density of ad delivery and identify geographic areas that have benefited from optimal advertising coverage.

Thanks to GCI analysis, marketers can adjust the dissemination of programmatic campaigns in real-time to more precisely target underperforming areas and maximize visibility where it is most effective. In programmatic advertising, where media buying is automated and based on auction algorithms, this indicator becomes a strategic lever to optimize budget allocation based on local performance.

If you're ready to take your local advertising to the next level, contact us to learn more about how Mobilosoft can help you achieve your goals.

Contact us today to generate more in-store traffic!