Success Metrics

We measure campaign performance through multiple dimensions to provide a comprehensive view of your brand's impact within the gaming ecosystem. This guide defines the key metrics for measuring campaign success and how to interpret them for business value.

For detailed information on how these metrics are tracked, visualized, and reported in the DNA Platform, see Analytics & Reporting.

Engagement Metrics

Track how players interact with your brand campaign:

Participation Metrics

Metric	Description	Benchmark
Impressions	Number of players who viewed campaign content	Campaign-specific
Impression Rate	Percentage of targeted players who viewed the campaign	75-95%
Participation Rate	Percentage of exposed players who engaged with the campaign	15-45%
Completion Rate	Percentage of participants who completed all campaign objectives	35-70%
Average Time Investment	Time spent engaging with campaign content	12-45 minutes

Progression Metrics

Metric	Description	Visualization
Funnel Progression	Player movement through campaign stages	Interactive funnel chart
Drop-off Points	Stages where players disengage	Heat-mapped journey map
Re-engagement Rate	Players who return after initial engagement	Trend line graph
Completion Time	Average time to complete campaign objectives	Distribution curve

Player Progression Stages

Understanding the player journey through your campaign:

Stage	Description	Key Metrics
Awareness	Player is exposed to campaign	View count, view duration, unique viewers
Interest	Player shows interest in campaign	Click rate, interaction depth, return rate
Participation	Player actively engages with campaign	Entry rate, partial completion, abandonment points
Completion	Player completes campaign objectives	Completion rate, completion time, difficulty correlation
Reward	Player receives and claims rewards	Redemption rate, redemption time, satisfaction score
Advocacy	Player shares campaign with others	Share rate, referral count, community impact

Reward Metrics

Measuring how players engage with your campaign rewards:

Metric	Description	Business Value
Reward Eligibility Rate	Percentage of participants who qualified for rewards	Indicates challenge difficulty balance
Reward Claim Rate	Percentage of eligible players who claimed rewards	Measures reward desirability
Redemption Completion	Percentage of started redemptions that were completed	Identifies friction in redemption process
Reward Satisfaction	Player satisfaction with rewards (survey-based)	Gauges perceived value of rewards
Social Sharing	Rate at which rewards are shared on social platforms	Measures advocacy potential of rewards

Example Dashboard: Engagement Metrics

Gaming Peripheral Campaign

Last Updated: March 2025

Impression Rate

85%

↑ +10% vs benchmark

Participation Rate

32%

↑ +5% vs benchmark

Completion Rate

58%

↑ +3% vs benchmark

Avg Time Investment

28 min

• At benchmark

Progression Metrics

• Funnel Progression
• Drop-off Points
• Re-engagement Rate: ↑ 7% vs benchmark
• Completion Time

Overall Performance

Strong

• 3 Above Benchmark
• 1 At Benchmark
• 0 Below Benchmark

Sample UI dashboard visualization of engagement metrics for a gaming peripheral campaign

For more visualization options for engagement metrics, see Analytics & Reporting: Campaign Performance Visualization.

Brand Impact

Measure how your campaign affects brand perception and awareness:

Awareness Metrics

Metric	Description	Measurement Method
Brand Recall	Ability to remember brand after exposure	Post-campaign surveys
Message Association	Connection between brand and key messages	Prompted recall testing
Brand Visibility	Exposure duration and prominence	Attention tracking
Share of Voice	Brand presence relative to competitors	Comparative analysis

Sentiment Metrics

Metric	Description	Data Source
Sentiment Score	Positive/negative feelings toward brand	In-game feedback, surveys
Net Promoter Score	Likelihood to recommend brand	Post-engagement polling
Affinity Development	Growth in brand preference over time	Longitudinal tracking
Social Sentiment	Brand mentions and tone on social platforms	Social listening tools

Long-Term Value Metrics

Assessing the ongoing impact of your campaign:

Metric	Description	Business Value
Customer Lifetime Value Impact	Change in long-term customer value	Quantifies long-term campaign ROI
Retention Effect	Impact on player retention rates	Measures sustainability of engagement
Cross-Selling Impact	Influence on adoption of other products	Indicates broader business impact
Community Growth	Contribution to community expansion	Measures network effects of campaign

Hypothetical Example: Brand Impact Measurement

IMPORTANT NOTE: This is a hypothetical scenario designed to illustrate potential metrics. This is not a real case study and does not represent actual campaign results.

Campaign: Energy Drink Cross-Game Challenge

Potential Results:

• Increase in brand awareness among participants
• Improvement in brand sentiment score
• Participants reporting increased purchase intent
• Increase in positive social media mentions

For visualization tools for brand impact metrics, see Analytics & Reporting: Brand Impact Visualization.

Conversion Tracking

Follow the journey from engagement to action:

Direct Response Metrics

Metric	Description	Tracking Method
Click-through Rate	Percentage of players who clicked on brand links	UTM tracking
Coupon Redemption	Usage of campaign-specific promotional codes	Unique code tracking
Account Creation	New accounts on brand platforms	Referral source tracking
App Downloads	Mobile application installations	Attribution modeling

Purchase Metrics

Metric	Description	Measurement Approach
Conversion Rate	Percentage of participants who made a purchase	Multi-touch attribution
Average Order Value	Purchase amount from campaign participants	Transaction tracking
Repeat Purchase Rate	Subsequent purchases after initial conversion	Customer journey analysis
Revenue Attribution	Sales directly attributed to campaign	Incremental lift studies

Example Conversion Flow

For visualization tools for conversion tracking, see Analytics & Reporting: Conversion Tracking Visualization.

Comparative Benchmarks

Understand your performance relative to industry standards:

Industry Benchmarks

Metric	Gaming Industry Average	DNA Platform Average	Top Quartile Performance
Participation Rate	5-15%	15-45%	>50%
Completion Rate	20-40%	35-70%	>75%
Brand Recall	15-30%	40-65%	>70%
Conversion Rate	0.5-3%	5-28%	>30%

Historical Comparison

Campaign Type	Average Performance	Year-Over-Year Trend
Sponsored Challenges	42% participation	+7%
Reward Partnerships	28% conversion	+12%
Branded Content	65% engagement	+5%
Insight Campaigns	38% completion	+9%

Competitive Analysis

We provide anonymized, aggregated data on how your campaigns perform relative to other brands in your category:

Sample visualization comparing campaign performance across brands in the same category

ROI Measurement

Comprehensive frameworks for calculating return on investment:

ROI Calculation Models

Model	Description	Best For
Direct Attribution	Directly attributed sales and conversions	E-commerce, direct response
Brand Lift	Measured increase in brand metrics	Awareness campaigns
Customer Lifetime Value	Long-term value of acquired customers	Subscription, repeat purchase
Efficiency Comparison	Cost per outcome vs. other channels	Channel optimization

ROI Formula Examples

Direct Response ROI:

ROI = (Revenue from Attributed Sales - Campaign Cost) / Campaign Cost

Brand Lift ROI:

ROI = (Reach × Lift % × Customer Value × Conversion %) / Campaign Cost

Engagement Value ROI:

ROI = (Engaged Users × Avg. Engagement Time × Value per Minute) / Campaign Cost

Efficiency Metrics

Measuring the efficiency of your campaign spending:

Metric	Calculation	Benchmark
Cost Per Impression	Total Cost / Impressions	$0.01-$0.05
Cost Per Engagement	Total Cost / Engagements	$0.10-$0.50
Cost Per Completion	Total Cost / Completions	$1.00-$5.00
Cost Per Acquisition	Total Cost / Attributable Acquisitions	$5.00-$25.00

Comparative ROI

Understanding how your ROI compares to other marketing channels:

Channel	Average ROI	DNA Platform ROI	Efficiency Gain
Traditional Digital	2.5x	8.7x	+248%
Social Media	3.2x	8.7x	+172%
Influencer Marketing	5.8x	8.7x	+50%
Traditional Gaming Ads	4.1x	8.7x	+112%

Example ROI Distribution

Example ROI Analysis

Campaign: Gaming Peripheral Product Launch

Inputs:

• Campaign Cost: $150,000
• Targeted Audience: 1.2M players
• Participation Rate: 28.5% (342,000 players)
• Conversion Rate: 8.2% (28,044 purchases)
• Average Order Value: $89
• Customer Lifetime Value: $210

Outputs:

• Direct Revenue: $2,495,916
• ROI (Direct): 16.6x
• Projected Lifetime Value: $5,889,240
• ROI (Lifetime): 39.3x

For visualization tools for ROI measurement, see Analytics & Reporting: ROI Visualization Tools.

Custom Metrics

We work with brands to develop custom metrics specific to their business objectives:

Example Custom Metrics

Brand Category	Custom Metric	Measurement Approach
Streaming Services	Content Discovery Rate	Tracking new content explored after campaign
CPG Brands	In-Store Conversion Lift	Geo-matched purchase data analysis
Financial Services	Financial Literacy Score	Knowledge assessment pre/post campaign
Automotive	Virtual Test Drive Completion	Immersive experience engagement tracking

Custom Reporting

Our platform supports fully customized reporting dashboards tailored to your specific KPIs:

• White-labeled reporting interfaces
• API integration with your analytics platforms
• Custom visualization development
• Automated reporting schedules

For more information on custom reporting options, see Analytics & Reporting: Custom Reporting.

Next Steps

Ready to define success metrics for your campaign?

• Learn about Creating Branded Campaigns to discover the different campaign types available
• Explore Targeting Options for detailed information on audience segmentation
• Review Analytics & Reporting for more on our measurement capabilities
• Contact your DNA Games representative to discuss your specific measurement needs