Marketing campaign evaluation algorithm

The article addresses the methodology for evaluating the effectiveness of digital marketing tools. A comparative analysis of existing approaches, including key performance indicator-based models, planning and management frameworks, and integrated qualitative-quantitative methods, reveals a common methodological gap: the absence of a formalized procedure for selecting metrics prior to campaign launch. Three interrelated instruments are proposed: a metrics matrix aligning indicators with campaign objectives and consumer funnel stages; the Goal-setting, Metrics, Activation, Comprehensive analysis, Correction algorithm with a dedicated metric selection stage and defined transition triggers; and the Metric-Goal Alignment Index (MGAI), which quantitatively assesses the methodological validity of the indicator system in use. Validation across three model scenarios confirmed diagnostic sensitivity. The toolkit is scalable across organizations of varying size and applicable at both planning and retrospective evaluation stages.