ANNUAL
REPORT
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240,000
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503,999
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243,876
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Align Metrics to Funnel Stages and Content Types
• Unboxing videos
• Audience growth challenges
• Blogs
• Branded hashtags
Hong Kong
Paris
New York
London
120%
100%
80%
60%
40%
20%
0%
Top of the funnel metrics
Middle of the funnel metrics
Bottom of the funnel metrics
2018
3m - 7m
2m - 4m
1m - 3m
9m - 10m
4m - 5m
7m - 8m
3m - 7m
1m - 9m
5m - 8m
Dolor Sit
8m - 9m
Dolor Sit
3m - 6m
Dolor Sit
7m - 9m
Dolor Sit
5m - 8m
Dolor Sit
2m - 6m
Dolor Sit
6m - 9m
Dolor Sit
5m - 8m
Dolor Sit
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Vol. 11
LOREM
IPSUM
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2017
2015
2016
2018
25%
13%
22%
40%
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Hong Kong
Paris
New York
London
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Q2 18
Q1 '18
Q4 '17
Q3 '17
Q2 '17
Q1 '17
3
2.5
2
1.5
1
.5
0
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2015 - 2018
99.91%
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1322
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113.11
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841%
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440+
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141.15
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THANKS!
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Top of the Funnel Content Types:
• Follower growth
• Number of pieces of user-generated content
• Reach
Top of the Funnel Content Creator Metrics:
• Contests
• Giveaways
• How-To’s
• Informational content
Middle of the Funnel Content Types:
• Engagement rate
• Follower growth
• Number of likes and comments
Middle of the Funnel Content Creator Metrics:
• Product reviews
• Demonstrations
• Testimonials
• Promotions
• Special offers
Bottom of the Funnel Content Types:
• Link clicks
• Conversions
• Subscriptions
• Marketing-qualified leads
• Sales-qualified leads
Bottom of the Funnel Content Creator Metrics:
• Sales
• Redemptions
• Livestreams
• FAQs
Typical bottom funnel goals relate to conversions and action
Typical middle funnel goals relate to top-of-mind awareness
Typical top funnel goals relate to brand awareness
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