Drive to store: 9 KPIs to measure your performance

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As you know, drive to store aims to generate in-store traffic through the implementation of local marketing actions .

It comes in the form of direct marketing (text messages, emails, etc.), geolocalized advertising on Google and on social networks or even through presence management (Google My Business files, local pages on social networks, etc.).

By developing your local presence , drive-to-store attracts customers to points of sale . As proof, 55% of online advertising investments generate in-store sales 1 .

It is important to analyze the performance of your nigeria mobile phone number list marketing actions to establish their ROI and adapt your strategy if necessary. We therefore present the 9 KPIs to follow to measure the performance of your drive-to-store !


1. Your drive-to-store online performance indicators
2. Drive to store KPIs to follow at the point of sale
3. What tools can you use to monitor your drive to store KPIs?
Conclusion


Your drive-to-store online performance indicators

1. Your drive-to-store online performance indicators
Let’s start with the KPIs you can track directly online.

Click-through rate (or CTR)
To measure the performance of your drive to store , you must start by tracking your click rate . This is the ratio between the number of times your content is displayed on Internet users' screens and the number of clicks they accumulate.

For example, you can track your click-through rate on your Google My Business listings by analyzing clicks on the “call,” “website,” or “directions” buttons.


Google Business Profile “Call” Statistics

Google Business Profile “Call” Statistics

For your direct marketing, you measure your click rate by tracking the opening rate of your newsletter, clicks on email and SMS links or even the call rate, thanks to call tracking.

You can also track the click-through rate of your local ads . For example, this lets you know if a customer who saw your ad clicked on directions to one of your locations.


Cost per click (or CPC)
The second KPI to measure to evaluate your drive to store is your cost per click . It is available for your geolocated ads and represents what you pay to the different advertising networks for each click from an Internet user.


Cost-per-click is available on Google Ads and Facebook Ads (which also includes local advertising on Instagram). Its cost varies depending on the performance of your ad campaigns as well as the level of competition. We recommend that you analyze the performance of your cost-per-click and your click-through rate together.



The engagement rate of your social media posts
The engagement rate of your social media posts is also an important performance indicator to measure for your drive to store .

It represents the number of impressions, reactions, shares and comments for each of your publications. This engagement rate allows you to analyze your local notoriety and its consequences on in-store traffic .

For example, you can measure the excitement of a competition where followers go to an establishment to try their luck. If the engagement rate of this publication is high, you will undoubtedly generate strong traffic at points of sale .



Facebook publication of a competition from E.Leclerc in Carvin with a high engagement rate

Facebook publication of a competition from
E.Leclerc in Carvin with a high engagement rate


Drive to store KPIs to follow at the point of sale

2. Drive to store KPIs to follow at the point of sale
To have a global vision of your KPIs, you must also follow a certain number of results indicators, directly within your points of sale:



The increment or conversion rate : this is the number of consumers who viewed your ad and then went to your establishment.
Cost per visit : This is the average budget you spend to generate an in-store visit, through your drive-to-store ads.
Incremental sales : these correspond to the additional turnover achieved over the period of broadcasting your digital campaign.
Average basket of incremental sales : this is the average budget spent per visitor from your actions implemented to attract customers to the store.
In-store visit time : this corresponds to the average time spent in your establishments by prospects who have consulted your drive to store campaigns.
Incremental visit frequency : This allows you to measure the loyalty of your customers.


Analyzing all these performance indicators allows you to precisely monitor the effectiveness of your drive to store campaigns !



What tools can you use to track your drive to store KPIs?

3. What tools can you use to monitor your drive to store KPIs?
With these 9 KPIs, you can calculate the overall ROI of your drive to store and adjust your strategy according to your national and local objectives.

To make monitoring easier for you, discover the list of tools where you can find all of your KPIs:


Directly on media networks such as Google Ads and Facebook Ads
On your Google business listings and local pages, on social media .
Directly within your email, SMS and newsletter distribution tools .
By cross-referencing online and offline data through store visit tracking and geolocation .
Within a local marketing platform that brings together a large number of online and offline indicators for you and allows local analysis of your KPIs.

Conclusion