The End Action Rate is a metric used to measure the effectiveness of the marketing campaigns by monitoring the last action taken by the audience.
End Action Rate Overview
This KPI is also also useful in incorporating the non-sales related objectives, including bounce rates and contact requests. Although this metric has similarity to the goal conversion rate, it is more of providing a comprehensive assessment of the campaign performance through monitoring all the possible outcomes.
What is the formula for End Action Rate
To calculate the End Action Rate, the number of users that start the activity is divided by the number of users that complete the activity.
The target audience for this digital marketing metric are the marketing managers while the role who will use the metric are the managers.
The variations of the metric include the users who starter the activity and the users who completed the activity.
The Importance of End Action to the Marketing Team
Through End Action Rate, the marketing team will be able to get actionable information with regards to the campaign performance.
For example, a team is will run a banner ad campaign within a particular landing page, so it is necessary for them to monitor the secondary metrics and goal completions. Using the secondary metrics, it becomes easier for the team to determine how effective the landing page resonates with the audience.
The success indicators of End Action Rate include campaigns resulted into a higher wins or number of leads, a reduction in the negative events like exits and bounces, and campaigns generated positive events like contact requests and social engagements.
Thus, it essential not just to focus on the beginning of the marketing campaigns; but also up to the end to determine its real value.