Short answer
Measure what a campaign controls: delivery, reach, clicks, sign-ups, engagement, and cost per result, broken down by channel and audience segment. Share price and trading volume are not campaign metrics, because too many outside factors move them and no one can promise them.
Metrics by channel
| Channel | Core metrics |
|---|---|
| SMS | Delivery rate, click-through rate, opt-out rate |
| Newsletters | Clicks, click-through rate, new sign-ups |
| Influencers | Views, engagement rate, link clicks, by creator |
| Paid ads | Impressions, cost per thousand impressions (CPM), click-through rate, cost per click, cost per sign-up |
| Social | Follower growth, engagement, questions asked |
Set up tracking before launch
- Tagged links: add UTM parameters to every link so analytics show which channel, creator, and message sent each visitor.
- A landing page: one campaign page with the story, the disclosure, and a sign-up form.
- Sign-ups as the goal: a new investor on the company's own email or text list is a lasting result.
Compare segments, not just totals
Break results down by industry list, investor type, newsletter, and creator. The goal is to learn where the right investors are, then move budget there in the next phase.
What not to measure
Share price, trading volume, and market value are influenced by many outside factors, so they can't fairly measure a campaign, and reputable firms don't promise them.
Questions
How often should a campaign report results?
Weekly during active campaigns, with a summary at the end of each phase.
What is a good click-through rate?
It varies by channel, audience, and offer. The most useful comparison is your own segments and creators against each other over time.