Managing messages and traffic as different jobs in one media plan
Separated message, traffic and engagement objectives so each stage retained its own KPI and commercial meaning.
Problem
For consultation-led sales, users may research first and message later. A single blended CPL could not describe those different behaviors.
Solution
- Assigned a KPI to each funnel action
- Kept engagement, traffic and message costs separate
- Used audience-level views to diagnose volume and reach
Results
- 103 conversations at $1.55
- 1,661 engagements at $0.02
- Different events reported separately