1. Initial analysis: review of current campaigns
First of all, both past campaigns and current active campaigns must be reviewed, analyzing the objectives of each one, whether or not they were well defined; the messages used , both what was said and how it was said; the segmentation that was applied to reach the true target audience; and the channels or media that were chosen .
2. Evaluation of metrics and KPIs
With all the information collected, both from past and current campaigns, the next step will be to define objectives for the new campaigns , identifying the most relevant metrics or KPIs based on these purposes or objectives. Some of these metrics may be impressions, conversions, Cost per Click (CPC) or Return on Advertising (ROAS) , although there are many more and they will always depend on the established objectives.
Analyzing the most relevant metrics taking into account the campaign objectives will allow you to identify successful campaigns and the most problematic campaigns, as well as prepare a report based on them.