At our last Internet 20 Group meeting, we got in to a lengthy discussion as to what each of us should be using to measure various digital marketing campaigns. What we found was that each of us were measuring different things.

On search engine marketing campaigns (ppc), I measure cost per click. I also put a lot of weight on lost impression share as well. What I do not have for this area are any benchmarks to measure against. On display marketing campaigns, I also measure lost impression share. I dont put a lot of weght on clicks in this area. We use this mainly as a branding message. We do put tracking numbers on these campaigns and track the phone calls that we receive from each of them.

On our video preroll campaigns, I measure how long the videos are watched. Once again, I don't put much weight on clicks in this area because it is more of a branding play.

I really don't know what to measure on our Facebook/ocial campaigns. This is fairly new to us.

Any input on what you guys are measuring in the digital world would be a great help....also, if you could share the benchmarks that you are using as well that would be helpful.