A low CPL? Wonderful. CPS under control? Love it. But anyone who measures marketing efforts solely by quick sales figures isn’t building; they’re gambling. Because marketing is about more than just scoring. It’s about seducing, connecting, and building trust with your target audience. And you only truly see that success in a healthy mix of KPIs that actually keep doing their job.
At Expliciet, we believe in a balanced KPI set. A strong mix of benchmarks that map out the entire marketing picture, both in the short and long term.
Creating meaningful impact isn’t done by bringing out the marketing battering ram. Impact requires insight. Understanding. But also the necessary dose of courage to look beyond monthly reporting. That is how you lay the building blocks for a long-term marketing relationship with your customers.
Brand awareness ensures you no longer have to shout to be heard. Your brand stands out, and hopefully in a good way. You owe this, among other things, to miles of incoming traffic to your website or the reach you’ve built up across all your social media channels.
But greater brand awareness can also be fueled by gathered earned media value. Think of positive Google reviews or extensive media attention thanks to a rock-solid press campaign.
No reach without response. No strong brand without interaction. Social engagement in the form of likes, shares, comments, watch time, etc., remains an important gauge for marketers. Consider it the digital version of making direct eye contact, an approving nod, or a reassuring smile during a conversation. And don’t forget: it’s the fuel for algorithms. Which social media trends you definitely need to know in 2025 to achieve success, discover them here.
Ultimately, marketing is about converting and usually selling. KPIs like CPL, CPS, or ROI obviously tell an important part of the story. But as we’ve already stated: steering solely on such parameters is a short-term fix. Unless, for example, it’s part of a specific marketing strategy, such as a very targeted campaign.
Furthermore, it’s vital to interpret your figures correctly. This can only be done by using the right benchmarks. Did you know that at Expliciet, we set our own benchmarks and update them annually based on specific client data? And that applies to both social advertising and search advertising?
In short: sales, brand awareness, and engagement need each other. One KPI makes the other work better.
Are you currently looking for a marketing partner who grows your brand alongside your leads? Let’s talk. We love mixing the ideal marketing strategy for your brand, including tasteful KPIs: strategically grounded, distinctive, and ready to deliver outstanding results for many years to come.
Have we caught your interest? Contact us immediately for an initial introduction and an open conversation.