What are KPI Grades?
KPI Grades are letter ratings (A through F) that Campaignly assigns to your campaign's key performance indicators. They show how your campaign is performing relative to industry benchmarks for your campaign type, platform, and audience size.
A grade isn't a pass/fail judgment—it's a reference point. An A means you're outperforming comparable campaigns. An F means you're significantly underperforming and should investigate why.
How Campaignly Calculates Grades
Campaignly compares your metrics against benchmarks in three ways:
- Campaign type (social ads, email, search, etc.)
- Platform (Instagram, Facebook, LinkedIn, etc.)
- Your audience size (smaller audiences have different expectations than larger ones)
The system evaluates these KPIs:
- Click-through rate (CTR)
- Conversion rate
- Cost per conversion (CPC)
- Engagement rate
- Return on ad spend (ROAS)
Grade Scale
| Grade | What it Means | Action | |-------|---|---| | A | Top 25% of comparable campaigns | Keep doing what you're doing. Document your approach. | | B | Top 50% | You're performing well. Look for optimization opportunities. | | C | Average | You're performing in line with benchmarks. Test new approaches. | | D | Below average | Investigate underperformance. Check targeting, creative, or bid strategy. | | F | Bottom 25% | Something needs to change. Review fundamentals: audience, messaging, or budget allocation. |
Where to Find Your Grades
- Go to your Campaign Dashboard.
- Select the campaign you want to review.
- Look for the KPI Grades card in the performance section.
- Hover over any grade to see the benchmark data and your actual metric.
Important Notes
Benchmarks update monthly. Your grades may shift even if your metrics stay the same—benchmarks adjust as industry performance changes.
New campaigns need time. Grades are most reliable after 2+ weeks of data. Very new campaigns may not have sufficient data for accurate grading.
Context matters. A D grade on a highly experimental campaign testing a new audience might be acceptable. A D grade on your core campaign warrants investigation.
Grades are relative, not absolute. An A in one vertical might be a C in another. Always check the actual benchmark numbers, not just the letter.
Using Grades to Improve
- A or B grades: Review what's working and apply those tactics to other campaigns.
- C grades: Test creative variations, audience segments, or bid adjustments.
- D or F grades: Audit your targeting, messaging, and budget. Consider pausing underperforming ad sets.
Compare grades across your campaigns to identify patterns—if all your Facebook campaigns underperform but LinkedIn campaigns excel, that tells you something about where your audience engages best.