Measuring Awareness

Brand awareness is one of the most critical factors for business success. However, measuring the impact of your brand awareness campaigns can be challenging. Let's explore some of the marketing metrics we focus on when measuring brand awareness campaigns on Meta. 

You'll notice that we divide our metrics into Primary and Secondary. Primary metrics are what we look to first to make decisions. If results are not statistically significant, then we move to the Secondary metrics to help us analyse creative performance and see a fuller picture.

Primary Metrics:

CPM

CPM is the main metric for brand awareness campaigns. However, depending on your budget we might recommend against optimising towards reach and tracking CPM - The reason being that with smaller budgets we tend to start our prospecting further down the funnel. Another drawback of optimising to CPM is that, while you will reach more people, these people may be less-intent compared with optimising to an action like a page view.

Reach and Impressions

Reach and impressions are important metrics to focus on when measuring the success of your brand awareness campaign. BUT not in isolation. We like to overlay reach, impressions and spend from brand awareness campaigns with revenue or % of new customers over a sustained period of time so that we can learn the relationship between them and measure when certain brand awareness ads performed better than others.

Ad recall lift (people) and estimated ad recall lift rate

This metric shows how many people (or what % of people) estimate would remember seeing your ad if asked within two days. While this metric can be useful, it also relies on the user answering a survey-type question which, depending on the response rate, may skew the results of your activity negatively.

Secondary KPIs:
(Use this for insight into creative performance)

Click-Through Rate (for static images)

Some may argue that CTR doesn’t belong under brand awareness, but we monitor CTR for brand awareness campaigns because it can give an idea of where audiences sit in the funnel and also helps us understand which audiences are filling cookie pools for retargeting.

Video Plays (for video)

If you are using video for your brand awareness campaigns, then we measure video plays to 25, 50 and 75%. This tells us whether the ad creative is engaging to the target audience.

Engagement Rate

Engagement rate measures how much your audience is engaging with your brand. This metric includes likes, comments, shares, and clicks on your ad. Keeping track of your engagement rate will help you identify trends of what works for your audience and what doesn’t.

And longer term…

You’ll want to measure brand uplift, increase in brand search or percentage of new customers.

Are more or less people searching for your brand? If your brand awareness is working, you want to see more people searching for your brand over time or new customers taking up a larger % of your transactions.

Let's have a coffee to chat about how we can help build awareness for your brand! 

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Manet Conolly

Account Manager

At Shines Digital I... help manage accounts and communications between our specialists and our clients. I can also be found helping out with creative reviews and content plans.

I'm an expert in... all things creative and social!

Previously I... worked as a graphic designer and content coordinator for a non-for-profit.

Life's even brighter when I... get to aimlessly wandering around to find the best hidden brunch spots.

A fun fact about me is... I’m a professional dog-sitter in my spare time!

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Founder

At Shines Digital I... make sure the team is happy, balanced, and thriving. If I do that, then our wonderful people can deliver great results for our deserving clients.

I'm an expert in... being dad to my three kids. At least, that’s what I like to think! (So if anyone has any tips I'm all ears.) I also advise businesses on growth and trade sales.

Previously I... founded, built and sold Switched On Media (now Essence). And before that, I was a marketer at eBay and Procter and Gamble.

Life's even brighter when I... spend time with my kids. I also love surfing as it's the only time I am not working and… well, not with the kids!!

A fun fact about me is... I used to live in a tent in the jungle in Maui where I was a kitesurfing instructor. I have also been a bus driver in Japan until I crashed the bus (and it was only the second week in the job, sigh).

Fleur Fletcher

CEO

At Shines Digital I... ensure the team has what they need to give our clients a fantastic experience and improve their results. It's also important to me that the team feel like their work is aligned to their personal values and that they're having fun.

I'm an expert in... keeping things simple and focusing on what's most important. 

Previously I... have worked as a journalist, marketed hundreds of startups and led acquisition at Michelle Bridges 12WBT. 

Life’s even brighter when I… am hugging my kids, taking ocean swims, enjoying drinks with friends and having lunches with my family.

A fun fact about me is... I have a terrible poker face, but am strangely good at poker!

Mark Gibson

Account Manager

At Shines Digital I... make sure our clients are happy, and keep the communication flowing smoothly to ensure great results.

I'm an expert in... relationship building, community support and user experience.

Previously I... was with Gumtree.com for eight years. Since then I've also worked on various startup platforms, before diving head first into digital marketing.

Life’s even brighter when I… am coaching kids’ sports. (I have two young sporty boys). I also play ice hockey when I can, travel when allowed, and harvest honey when my bees let me.

A fun fact about me is... I once spent six months inline skating around the world as part of an MTV reality tv show.

Kadri Jäger

Senior Growth Strategist

At Shines Digital I... create strategies that help our clients grow. 

I'm an expert in... developing successful campaigns across different digital channels. I love data analysis and also visualising data so that it is understandable for everyone. I’m also a certified Google Ads specialist.

Previously I... worked as a B2B sales manager. I also have a masters degree in sociology and have worked as a data analyst, so I'm really comfortable with numbers. I love to say that my previous work experience has prepared me to be a good digital marketing strategist.

Life’s even brighter when I… am travelling, enjoying good food, and going to the opera. It’s perfect when I can combine all three!

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Kristi Kangro

Digital Marketing Specialist

At Shines Digital I... am a digital marketing specialist. 

I'm an expert in... Google Ads, Analytics and Display.

Previously I... worked in both service and retail and I also ran my own business. 

Life's even brighter when I... am outside gardening. I also love reading and watching all things fantasy and sci-fi books, and sewing when I get a chance.

A fun fact about me is... I was in an art group for 12 years but I can't draw!

Kadri Kapsi

Senior Digital Marketing Specialist

At Shines Digital I... am a Senior Digital Marketing Specialist.

I'm an expert in... 
Google Ads.

Previously I...
was a Digital Marketing Specialist at a digital marketing agency for almost 5 years.

Life's even brighter when I... 
get to bake.

A fun fact about me is...
 I've seen every episode of "Friends" over 10 times.

Evelin Kivi

Senior Digital Marketing Specialist

At Shines Digital I... am a digital marketing specialist. 

I'm an expert in... Google Ads search, video, display and measurement and also Google Analytics.

Previously I... received an economics degree specialising in marketing. I've also been a marketing specialist at a beauty clinic, and helped Estonian musicians to market their new releases.

Life's even brighter when I... get to enjoy singing and songwriting. 

A fun fact about me is... I worked as an extra in the movie TENET. 

Marianne Lekarkin

Digital Marketing Specialist

At Shines Digital I... am a digital marketing specialist. 

I'm an expert in... political science and communications (I have a bachelor's degree). I also have several certifications from Google.

Previously I... worked in a variety of customer service roles, and also as a sales agent for a cruise company in the Baltic Sea.

Life's even brighter when I... go to the gym. I love all sorts of sports, from yoga to boxing and running. I also enjoy drawing, reading, and spending quality time with my friends and family.

A fun fact about me is... I'm able to fall asleep where and whenever... (if I want)!

Pearse Moran

Senior Growth Strategist

At Shines Digital I... lead the accounts team and help clients create full-funnel, omni-channel marketing campaigns.

I'm an expert in... campaign ideation, email marketing, brand strategy and copywriting.

Previously I... worked in the marketing team for World Nomads, a travel company operating in 140+ countries globally. During my time there I oversaw campaigns, content production, email marketing automation, and strategy.

Life's even brighter when I... play poker, and sports like golf or soccer. Oh, and I don't mind a good book either!

A fun fact about me is... I'm fairly fluent in Japanese, having studied from age four until finishing my degree.

Patricia Penachio Tanabe

Director of Technology and Operations

At Shines Digital I... am involved in all things tech and process. It’s really exciting (at least, it is for me)!

I'm an expert in... digital advertising, especially programmatic, strategy and data.

Previously I... worked for global agencies like Dentsu Aegis Network and Havas on brands like L'Oreal, RedBull, Mercedes-Benz, and Reckitt Benckiser. In Australia, I’ve worked with big corporates like News Corp Australia… it has all led me here to Shines Digital!

Life’s even brighter when I… spend quality time with family and friends over a good meal. Other ‘me time’ activities include yoga, reading, and going to the beach.

A fun fact about me is... my childhood dream was to sell coconuts at the beach. I'm selling ads instead of coconuts, but at least I'm by the beach!

Taavi Raidma

Partner

At Shines Digital I... love building dashboards, setting up campaigns and digging deep into the results to figure out what works and what doesn't.

I'm an expert in... search, display and social advertising, SEO, CRO, data analytics, email automation, and marketing training. I also know my way around ad platforms like Google, Facebook ads, and TikTok (to name a few), as well as Google Analytics and Data Studio, and ActiveCampaign.

Previously I... studied economics, management and economic development in the US and UK. I'm a Google Certified Trainer.

Life’s even brighter when I… am playing one of my seven guitars or reading a Stephen King book!

A fun fact about me is... I love mushroom picking and I brew my own mushroom tincture.

Allan Whatmore

New Business Director

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I'm an expert in... B2B sales and account management. I'm passionate about adding value, solving problems, learning new skills, building meaningful connections and doing something that benefits the next generation.

Previously I... ran my own marketplace start-up (in sustainable retail), prior to that I worked in sales/ distribution type roles across a few industries (Financial Services, Funds Management, Commodities and Capital Markets). I completed a Grad Cert in Management at AGSM (UNSW) as well as over 60+ Short Courses on LinkedIn. I'm also a member of YCombinator’s Start-up School.

Life's even brighter when I… am eating good food and spending time with my wife and daughter.

A fun fact about me is... I love to cook, I have 2 fluffy cats and Oporto is my favourite fast food.

Ash Zaman

Account Director

At Shines Digital I... become an extension of the clients marketing team and help them kick goals.

I'm an expert in... brand management and strategy, UI/UX, public relations, copywriting, social, email and customer experience.

Previously I... spent 5 years at nib Travel working across multiple marketing channels - public relations, SEO, social, content, influencer and email to name a few.

Life's even brighter when I… am watching a good documentary or reading a good book.

A fun fact about me is... I was born upside down (breech birth). It remains a running punchline amongst family and friends to this day *sigh*