What are the most important paid media metrics for the different parts of the sales funnel? Let's discuss.
The equation is oddly simple: The more people who know that your business exists and the more people who are interested, the more people are likely to buy. So what does this look like in practice? What should your expectations be when you run media at the top of the funnel and the middle of the funnel?
At the top of the funnel, you're looking at video views and maybe click-through-rate (CTR). Those are your key paid media metrics there. You can add social engagement to that if you waterfall people from the top of the funnel to the middle with a remarketing effort. I could also see businesses looking at reach at the top of the tunnel.
At the middle of the funnel, you want to look at bounce rates on your websites, CTR, and furthering the social engagement. The additional paid media metrics of reach and frequency could arguably be important here too if they were tracked at the top of the funnel.
