Key Performance Indicators for
Cardinal's Choice Sunrise Blend Campaign
Social media campaigns require clear metrics to determine their effectiveness and return on investment.
After reviewing various tracking options, I have selected four Key Performance Indicators (KPIs) that will provide comprehensive insights into our Sunrise Blend launch campaign:
- Click-Through Rate (CTR)
- Conversion Rate
- Average Engagement Rate
- User-Generated Content (UGC) volume.
Click-Through Rate (CTR)
Click-Through Rate (CTR) measures the percentage of people who view our content and actually click on the call-to-action link we include. This KPI is calculated by dividing the number of clicks by the number of impressions, then multiplying by 100. Success is determined by comparing our CTR against industry benchmarks and our historical Cardinals Choice performance. I chose this metric because it directly shows whether our content—like our popular “Who do you avoid at the feeder?” Reels featuring songbirds talking about Blue Jays—is compelling enough to inspire action beyond passive scrolling. When someone laughs at a Chickadee complaining about pushy jays and then clicks through to learn more about Sunrise Blend, that’s a win. A strong CTR indicates that our messaging resonates with backyard birders and successfully drives traffic to our product page where they can purchase the new blend.
Conversion Rate
Conversion Rate goes one step further than CTR by tracking how many users who clicked actually completed a purchase of Sunrise Blend. This is calculated by dividing conversions by total clicks and multiplying by 100. Success means achieving or exceeding our target conversion percentage, which we’ll set based on similar product launches in the specialty bird food market. This KPI is essential because it connects our entertaining social media content directly to sales outcomes. While someone might enjoy watching Cardinals gossip about their feeder drama, the real business value comes when they decide to try Sunrise Blend for their own backyard birds. This metric helps us understand which types of content—whether it’s the humorous interview Reels, educational posts about what’s in the blend, or beautiful sunrise photos submitted by customers—actually drives purchases.
Average Engagement Rate
Average Engagement Rate provides insight into how well our content connects with our audience by measuring likes, comments, shares, and saves relative to our follower count. This metric reveals whether we’re creating content that backyard birders aged 35-75 find valuable enough to interact with beyond simple viewing. Success is measured by tracking improvements over time and comparing against competitor bird food brands. I selected this KPI because engagement indicates brand affinity and content quality among our target audience of outdoor enthusiasts and bird lovers. High engagement rates on our “feeder drama” Reels or customer-submitted bird photography not only extend our reach organically through shares but also signal that we’re building the community aspect we want. When someone comments with their own Blue Jay story or tags a friend saying “this is so accurate,” that engagement strengthens our brand connection and creates a loyal customer base.
User-Generated Content (UGC) Volume
User-Generated Content (UGC) Volume tracks how many customers submit their own bird photos and stories featuring Cardinals Choice products, particularly those showcasing birds enjoying Sunrise Blend at dawn. We’ll measure this by counting submissions through our photo contest, hashtag usage like #CardinalChoiceSunrise or #SunriseBlendBirds, and tagged posts. Success is determined by meeting our monthly submission goals and seeing steady growth in community participation. This KPI is crucial for our campaign because building a birdwatching community is a core objective alongside driving sales and awareness. When customers take the time to photograph birds at their feeders, share those moments, and connect them to our brand, it demonstrates deep engagement and brand loyalty. UGC also provides us with authentic content we can reshare, creating a virtuous cycle where community members see themselves represented in our brand story. This metric directly ties to both our awareness goals (their followers see Cardinals Choice) and our community-building objectives (they’re actively participating in our brand ecosystem).
Together, these four KPIs provide a comprehensive view of our Sunrise Blend campaign performance—from entertaining our audience and building community (Engagement Rate and UGC Volume) through inspiring action (CTR) to achieving ultimate business results (Conversion Rate). By tracking these metrics consistently, we can identify which bird personalities resonate most in our Reels, optimize our calls-to-action for purchasing Sunrise Blend, and demonstrate the tangible value of our social media efforts in both revenue and community growth.