Response Rate Report 2024

ANA Response Rate Report 2023 Chapter 1: Overall Findings

Campaign Insights

• Just over one-third (35 percent) of study participants measure performance at the campaign level only. • A great majority of study participants (82 percent) use multiple media types in their campaigns, with email and social media advertising tied as the top two. • The primary purpose of 61 percent of campaigns is to generate revenue, followed by 18 percent to raise brand awareness, and 13 percent to communicate with current customers.

• The average ROI on study participant campaigns was 35 percent.

• The average CPA for study participant campaigns was $143.74.

• The most frequently tracked B2B campaign metric is content engagement, monitored by 56 percent of study participants. • The most frequently tracked B2C campaign metric is conversion rate, monitored by 72 percent of study participants. • Over one-third (36 percent) of study participants are using Generative AI to facilitate their campaigns.

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