6sense KPI Defined
6sense offers multiple options to help you track campaign performance and measure advertising ROI.
The Performance tab on the Campaign Details page is a great place to start. This report can be found by navigating to the Campaign Dashboard and clicking on a campaign after it has been launched (reporting metrics typically begin to populate within 24-48 hours).
In this report, you will find metrics to help you evaluate your campaign's success in terms of:
Exposure
Engagement
Impact
Now, let's walk through some recommended KPIs and discuss how to use the report to calculate the values.
Exposure
This category of KPIs answers the question, "How well is our brand reaching our target accounts?"
Accounts Reached
Accounts reached counts the distinct number of targeted accounts that have been served at least one ad impression since the start of the campaign. This lets you know how many of your ads have been seen by someone at your target accounts.
Viewability
Viewability refers to the percentage of ad impressions that were measured as viewable. An ad impression is considered viewable when it appears in an area of the webpage that is visible to the viewer long enough to be seen. 6sense follows the Interactive Advertising Bureau (IAB) guideline which defines a viewable impression as an ad that meets the following criteria:
Display ads: 50% of the ad’s area is visible in the browser window for at least one continuous second.
Video ads: 50% of the ad’s area is visible in the browser window for at least two continuous seconds. This metric is available for 6sense advertising campaign and ad performance data as of January 1, 2023.
Engagement
This category of KPIs answers the question, "How well is the audience engaging with our brand?"
Engagement Rate (CTR+VTR)
Especially for display, a significant portion of engagement happens after the fact, in the form of website visits with no UTM parameters. This is why click-through rate (CTR) only tells part of the story.
View-through rate (VTR) takes this engagement a layer deeper, providing insight into how a particular ad or piece of content influences people to take further action. The view-through rate measures how many people convert on your website after viewing an ad, but not necessarily clicking on it.
Engagement rate measures total engagement. To calculate engagement rate, add (CTR) and (VTR).
Account Engagement Rate (aCTR+aVTR)
You can also combine account click-through rate (aCTR) with account view-through rate (aVTR) to calculate total engagement at the account level. This KPI reflects the percentage of accounts reached where visitors came to your website within 30 days of an ad impression, compared to the total number of accounts reached.
Shift in Account Engagement
After accounts see your campaigns, how many begin doing research? 6sense tracks when accounts interact with your website content and lets you know when account behavior shifts.
This KPI measures the number of accounts that showed new or increased engagement on your website within 30 days of a campaign impression. This is especially useful if your campaign goal is to drive engagement and journey progression.
To measure shifts in engagement, add the number of accounts newly engaged to the number of accounts with increased engagement. In a later lesson, we'll also share how you can use segment performance reports to track how these shifts drive accounts to interact with various campaigns and third-party content.
Impact
This category of KPIs answers the question, "How well is the campaign influencing pipeline creation?"
Influenced Pipeline
By understanding how your campaigns are influencing customers throughout their buying journey, you can see which campaigns are nudging them forward along the path toward revenue. This allows you to maintain a broader picture of which efforts are and aren’t working, rather than attributing most of the success to just the first or final touchpoint.
The Influenced Pipeline graph quantifies how the selected campaign has influenced accounts in your pipeline. This insight is available for customers with the Predictive or Orchestrations package who have successfully connected their CRM to 6sense.
When a campaign is launched, 6sense groups all open opportunities identified through your CRM. When the campaign starts serving, 6sense compares the accounts reached, engaged, and closed against the open opportunities list.
For campaign evaluation, we recommend focusing on Accounts With No Pipeline Prior to Campaign Start.
You now have several handy KPIs in your toolbox to help you measure campaign performance. In the next lesson, we'll share a few more and introduce the Performance Trend Report.