{"id":4270094,"date":"2016-07-20T08:26:00","date_gmt":"2016-07-20T06:26:00","guid":{"rendered":"https:\/\/www.deptagency.com\/insight\/how-to-measure-media-spends-impact-at-all-points-of-the-funnel\/"},"modified":"2025-12-08T13:44:47","modified_gmt":"2025-12-08T11:44:47","slug":"how-to-measure-media-spends-impact-at-all-points-of-the-funnel","status":"publish","type":"article","link":"https:\/\/www.deptagency.com\/en-au\/insight\/how-to-measure-media-spends-impact-at-all-points-of-the-funnel\/","title":{"rendered":"How-to: Measure media spend\u2019s impact at all points of the funnel"},"content":{"rendered":"
\n\t\n\t<\/svg>\n\t\t\t\n\t\t\tBack to all articles\t\t<\/span>\n\t\n<\/a>\n\t\tHow-to: Measure media spend\u2019s impact at all points of the funnel\t<\/h1>\n\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t<\/picture>\n\t\n\t<\/div>
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\n\t\tFeliks Malts\t\t
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\n\t\tDirect response is great, but even the most ardent performance marketers understand that the bottom of the funnel doesn\u2019t fill itself. Marketing spend can\u2019t focus solely on converting an audience; there are a few familiar steps in the funnel that must be addressed before revenue begins to flow in.

So how do marketers measure the impact of these interim steps? Revenue is one thing, but measuring influence is a much trickier proposition \u2013 and one not many marketers have solved completely. But there is a methodology that marketers should strive to follow.

The first step would be to establish overall business objectives, which will be used to form goals and KPIs to determine success. These goals can also be used to shape channel investments, creative execution, and strategy. Measuring a campaign improperly can not only waste media funds but can directly impact the bottom line.

Once your overarching business objectives are set, you can begin to craft goals and KPIs that ladder up into the campaign objectives. It is key to remember that while the ultimate goal may be sales, there may be channels that serve a different purpose that will eventually lead to sales \u2013 or provide needed insights. The measurement framework can be crafted based on where your objectives fall within the purchase funnel, which typically consists of awareness, interest, consideration, purchase, and advocacy.

Below are some measurement options based on campaign type:\t<\/p><\/div><\/div>\n\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\n\t