KPIs for Marketing

KPIs for Marketing: native advertising reach

Learn how to measure the success of your native advertising campaigns with the right KPIs.

If you're looking to expand your brand's reach, native advertising can be an effective tool to add to your marketing arsenal. However, how do you measure the success of your native advertising campaign? In this article, we explore the key performance indicators (KPIs) to track when it comes to native advertising reach, as well as strategies to improve your reach and engagement metrics.

Understanding Native Advertising

Before diving into KPIs, it's important to have a clear understanding of what native advertising is and its importance. Native advertising is a form of paid advertising that is integrated into the content of a website or platform, making it feel like a natural part of the user experience. Unlike traditional display ads, native advertising content matches the style and tone of the website it appears on, making it more appealing and less intrusive to users.

Definition and Importance of Native Advertising

Native advertising stands out because it feels more organic and less sales-oriented compared to traditional advertising methods. As a result, it can boost engagement and brand awareness among potential customers. Many marketers use native ads to overcome the challenges of ad blockers and declining click-through rates.

Native advertising is a relatively new concept, but it has quickly become a popular choice for marketers. According to a study by eMarketer, native advertising spending in the United States is expected to reach $52.75 billion by 2025, up from $26.24 billion in 2018. This growth is a testament to the effectiveness of native advertising in reaching and engaging audiences.

Types of Native Advertising Formats

Native advertising can take many forms, such as sponsored content, in-feed ads, product placement, and more. Each of these formats blends seamlessly into its surrounding content, allowing marketers the flexibility to align their campaign objectives with the appropriate format.

Sponsored content is one of the most common forms of native advertising. It involves creating content that is relevant to the advertiser's brand or product and publishing it on a third-party website. The content is designed to be informative and engaging, rather than overtly promotional, and is usually labeled as sponsored or branded content.

In-feed ads are another popular format of native advertising. These ads appear in the user's social media feed or on a website's homepage and are designed to look like regular posts or articles. They are often accompanied by a call-to-action that encourages users to click through to the advertiser's website or product page.

Product placement is a form of native advertising that involves featuring a product or brand within a TV show, movie, or other form of media. This type of advertising is often subtle and can be difficult to spot, making it a powerful tool for building brand awareness and recognition.

Benefits of Native Advertising for Marketers

The benefits of native advertising are numerous and include increased brand awareness, improved engagement, and better targeting. Native ads can be tailored to a specific audience, making it easier for marketers to reach out and connect with their ideal demographic. Additionally, native advertising can help marketers bypass ad blockers and improve their click-through rates by making their ads more relevant and appealing to their audience.

Another benefit of native advertising is that it can help marketers build trust with their audience. By creating content that is informative and engaging, rather than overtly promotional, marketers can establish themselves as a trusted source of information and build long-lasting relationships with their customers.

Overall, native advertising is a powerful tool for marketers looking to reach and engage their target audience. By blending seamlessly into the surrounding content, native ads can overcome the challenges of ad blockers and declining click-through rates to deliver real results for businesses of all sizes.

Key Performance Indicators (KPIs) for Native Advertising

Native advertising has become an increasingly popular way for brands to reach their target audience in a non-intrusive way. Measuring the success of a native advertising campaign requires tracking a range of performance metrics. Here are some of the most important KPIs to track for native advertising reach:

Reach and Impressions

Your reach and impressions metrics will tell you how many people saw your native ad. Reach refers to the total number of unique users who were exposed to your ad, while impressions refer to the total number of times your ad was displayed. These metrics will help you understand how far your message is spreading and how many people you're reaching with your native ad campaign.

It's important to note that reach and impressions are not the same thing. Your ad could have a high number of impressions but a low reach if the same users are seeing your ad multiple times. On the other hand, a high reach means that your ad is being seen by a large number of unique users, which can increase the chances of your ad being shared or engaged with.

Click-Through Rate (CTR)

Your click-through rate (CTR) measures the number of clicks your ad received compared to the number of impressions it received. A high CTR indicates that your ad is relevant and engaging to your audience and that people are taking the desired action after seeing it, whether that's clicking through to your landing page or making a purchase.

However, it's important to note that a low CTR doesn't necessarily mean that your ad is ineffective. It could simply mean that your ad is being shown to the wrong audience or that your ad creative needs to be improved.

Conversion Rate

Your conversion rate measures the number of people who clicked your ad and then completed a desired action, like filling out a form or making a purchase. Your conversion rate is a critical KPI as it measures the effectiveness of your entire sales funnel from ad click to post-click conversion.

It's important to track your conversion rate to understand how well your ad is performing in terms of driving actual business results. A high click-through rate is great, but if users aren't taking the desired action after clicking through to your website, then your ad may not be as effective as you think.

Engagement Metrics

Engagement metrics like likes, shares, and comments are important for tracking how well your native ad is resonating with your audience. Good engagement is a sign that your content is valuable and interesting to your audience and can boost the effectiveness of your ad campaign.

Tracking engagement metrics can also help you understand what types of content are resonating with your audience and what types of content you should create more of in the future.

Return on Investment (ROI)

Ultimately, the purpose of any marketing campaign is to drive ROI. Measuring the ROI of your native ad campaign is critical to understanding its overall success. ROI measures the amount of revenue generated from your ads compared to the cost of running them. High ROI indicates that your campaign is effective at driving revenue, while low ROI could signal the need for adjustments to your campaign strategy.

It's important to remember that ROI can be influenced by a variety of factors, including the cost of your ad campaign, the type of product or service you're advertising, and the overall state of the market. Tracking ROI over time can help you understand how your campaign is performing and make adjustments to your strategy as needed.

Strategies to Improve Native Advertising Reach

Native advertising has become an increasingly popular way for businesses to reach their target audience. Unlike traditional advertising, native advertising blends in with the surrounding content, making it less intrusive and more engaging for the viewer. However, creating a successful native advertising campaign requires more than just placing an ad on a website or social media platform. It requires a strategic approach that focuses on targeting the right audience, creating high-quality content, utilizing multiple platforms and formats, and testing and optimizing your campaign.

Targeting the Right Audience

One of the most important aspects of a successful native advertising campaign is targeting the right audience. If your ad is not reaching the right people, it won't be effective. To ensure that your ads are reaching the right people, spend time researching and identifying your target audience. Consider their demographics, interests, and behaviors to determine where they spend their time online and what type of content they engage with. This will increase the chances of them engaging with your content and taking action on your ad.

For example, if you are selling a new line of organic skincare products, your target audience might be health-conscious women between the ages of 25-45 who are interested in natural and organic products. By identifying this target audience, you can create ads that speak directly to their interests and needs, increasing the chances of them clicking on your ad and making a purchase.

Creating High-Quality, Relevant Content

High-quality, relevant content is key to the success of your native ad campaign. Your content should be informative, engaging, and add value for your audience. It should also align with their interests and needs. When creating content for your native ad campaign, consider what type of content your target audience is already engaging with. This can give you insight into what type of content will be most effective for your campaign.

For example, if your target audience is interested in yoga and wellness, you might create a native ad that features a video of a yoga instructor demonstrating a new pose, along with a brief explanation of the benefits of the pose. This type of content is both informative and engaging, and it aligns with the interests of your target audience.

Utilizing Multiple Platforms and Formats

Don't limit yourself to a single platform or format when running your native ad campaign. Experiment with different platforms and formats to see which ones are most effective at reaching your target audience and achieving your campaign goals. Popular platforms for native advertising include social media platforms like Facebook, Twitter, and Instagram, as well as content discovery platforms like Outbrain and Taboola.

When it comes to formats, there are many options to choose from, including sponsored posts, recommended content, in-feed ads, and more. Each format has its own strengths and weaknesses, so it's important to test and optimize your campaign to determine which formats work best for your target audience.

A/B Testing and Optimization

A/B testing and optimization are important strategies for improving the effectiveness of your native ad campaign. A/B testing involves creating two versions of an ad and testing them against each other to see which one performs better. This can involve testing different ad formats, headlines, and messaging to see what resonates best with your audience and drives the highest engagement rates.

Once you have identified what works best, optimize your campaign based on those findings to achieve the highest ROI possible. This might involve adjusting your ad spend, targeting, or content to improve the performance of your campaign.

In conclusion, a successful native advertising campaign requires a strategic approach that focuses on targeting the right audience, creating high-quality content, utilizing multiple platforms and formats, and testing and optimizing your campaign. By following these strategies, you can improve your native advertising reach and effectiveness, and achieve your campaign goals.


Native advertising can be a powerful tool for marketers looking to expand their brand reach and engagement. By keeping track of the right KPIs and investing the time and effort into developing high-quality, relevant content, you can create successful native advertising campaigns that drive results and boost your brand's bottom line.