What KPI targets do

KPI targets let you set goals for your campaigns before they go live. You define what success looks like — whether that's email open rates, social media engagement, or conversion targets — and Campaignly tracks your actual performance against those benchmarks throughout the campaign.

Setting targets helps you:

• Compare planned goals to real results
• Spot underperforming campaigns early
• Report progress to clients with context
• Make faster optimization decisions

Setting targets by platform

KPI targets work differently depending on where your campaign runs. You'll set targets during campaign creation or in the campaign settings before launch.

Email campaigns

For email, common targets include:

• Open rate — percentage of subscribers who open your email
• Click rate — percentage who click a link
• Conversion rate — percentage who complete your desired action
• Unsubscribe rate — percentage who opt out

You can set targets as percentages or actual numbers (e.g., "500 clicks" or "3% open rate").

Social media campaigns

Social platforms have different native metrics:

• Engagement rate — likes, comments, shares as a percentage of reach
• Click-through rate — percentage of people who click your link
• Reach — total number of people who see your post
• Impressions — total times your content is shown

Set social targets as percentages or raw numbers depending on your goal.

Landing page campaigns

For landing pages, focus on:

• Conversion rate — percentage of visitors who complete the form or purchase
• Click-through rate — percentage who click a specific element
• Bounce rate — percentage who leave without taking action

How to set targets

1. Open the campaign you want to configure.
2. Go to Campaign Settings → KPI Targets.
3. Select the platform your campaign runs on (Email, Facebook, Instagram, LinkedIn, Google Ads, etc.).
4. Choose the metrics you want to track. You can select multiple metrics per campaign.
5. Enter your target value for each metric. Use percentages (25%) or raw numbers (1,500 clicks) depending on the metric.
6. Select your baseline — either industry benchmarks or your own historical data. This gives context to your targets.
7. Click Save.

Your targets are now active. You'll see them in your campaign dashboard alongside actual performance.

Important notes

Industry benchmarks aren't one-size-fits-all. Campaignly provides baseline data, but your targets should reflect your specific audience, industry, and campaign type. A B2B email open rate target looks different from B2C.

Set realistic targets early. Changing targets mid-campaign makes it harder to evaluate performance honestly. Set them before you launch.

Targets don't pause or optimize campaigns. They're for reporting and visibility only. You'll still need to manually adjust your campaign or use automation rules if performance drifts.

Not all metrics are available for all platforms. For example, unsubscribe rate only applies to email. The KPI interface will only show available metrics for your selected platform.

Targets work best with consistent tracking. Make sure conversion pixels, UTM parameters, or email provider integrations are set up correctly. Otherwise, your actual numbers won't be reliable.