Outcomes Measurement | Definition
Outcomes measurement (or outcomes-based measurement) is a marketing approach that focuses on measuring and evaluating the actual outcomes generated by marketing efforts rather than traditional metrics like clicks and impressions. This enables advertisers to understand campaign performance against the outcomes they’re looking to drive. These business outcomes may include:
- Mobile app installs
- Free trial activations
- Subscriptions
- In-app purchases
- In-app registrations
- Website visits
- Website conversion activities
- and more
Outcomes measurement seeks to connect marketing activities directly to the impact they have on campaign goals.
Related Terms
The Importance of Outcomes Measurement
Outcomes measurement holds significant importance as it empowers marketers to delve into the true effectiveness of campaigns and gauge their return on investment (ROI) more accurately. By looking into these insights, marketers can make informed decisions driven by data, fine-tune their campaigns based on real outcomes, and allocate resources with greater precision. Moreover, outcomes-based measurement cultivates a culture of accountability and continuous improvement within marketing teams. It promotes a dedicated focus on delivering tangible results, while also encouraging experimentation and optimization to achieve superior outcomes over time.
An Example of Outcomes Measurement
For example, a quick-service restaurant (QSR) launches an advertising campaign on a prominent connected TV (CTV) platform such as Roku, Vizio, LG, Samsung, or others. By securing this valuable premium inventory, the QSR can actively engage with a captivated audience on the big screen.
The QSR’s marketing team goes beyond simply understanding the total number of unique impressions and unduplicated reach among exposed households. They now possess the capability to quantify the campaign’s direct impact on crucial metrics such as mobile app installs, in-app rewards registrations, online orders, and even website visits. This ability to establish a concrete correlation between the campaign and specific outcomes provides an enhanced view of the ROI. Consequently, it strengthens the business case for allocating additional budget to this channel partner, rendering the process of securing more funds both clear-cut and justifiable.
How Outcomes Measurement Works
Outcomes measurement works by defining specific outcomes (e.g,, app installs, free trials, web visits) that align with your marketing goals. Once you define these outcomes, establish key performance indicators (KPIs) that can be tied to them. From there, implement the necessary tools and processes to measure and analyze the data collected.
Outcomes Measurement and Kochava
Kochava is a mobile measurement partner (MMP) that provides a platform for advertisers to track and measure the effectiveness of their marketing campaigns across various channels. Kochava for Publishers and Platforms is the go-to outcomes-based measurement solution for publishers and ad platforms who have premium owned-and-operated inventory.
If you’re an advertiser looking for app measurement solutions, learn more here.
If you’re a publisher or ad platform with premium inventory, learn more here.
