Before starting your Taboola campaign, it’s important that you clearly define your campaign goals. What are you seeking to achieve with this particular campaign? Is it building awareness? Generating leads? Growing sales or traffic or engagement? The more specific your campaign’s goals are, the better you’ll be at measuring how well it does.

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Marketing experts often use the acronym SMART to describe the best way to build out goals for a campaign. It stands for Specific, Measurable, Achievable, Relevant, and Time-bound. In other words, each goal you set needs to spell out in detail what you are seeking — and be relevant to your business needs and attainable for your company. Then, you need metrics to quantify what constitutes success and set a deadline for achieving it.

Below are some examples of goals that you may want to set for your Taboola campaigns, as well as the metrics you should watch to measure your success.​ As you'll see, Taboola offers many tools for tracking your goals.

This goal is for when you’re looking to get traffic to your website and eyeballs on your great content. This could be to drive awareness to your brand in general — or to highlight a new product, service, or feature.
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Campaign metrics that you should monitor in order to measure your success include:

Once you've gotten traffic to your website, you'll want to generate conversions — actions on your site. These could include filling out a form (which generates new leads), setting up a call, or purchasing your products. Your goals should include metrics for the behaviors that you seek.
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If your campaign goal is to drive conversions, you need to make sure your website is set up for it. You can learn about our landing page best practices for performance advertisers here.
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Campaign metrics that you should monitor in order to measure your success (click on the links for more on how we can help) include:

In order to better track conversion goals, implement Taboola’s conversion tracking code on your website.
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Getting visitors to your website is one thing, but how long do they stay and what do they do while they're there? That's what level-of-engagement measures track. This entails paying attention to how many different pages the average user consumes per visit, which pages attract them, and how much time they spend on your site. Once you've measured where these are now, you can set goals for how they should increase.
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Campaign metrics to monitor so that you can quantify performance and success include:

Investing more in video is the biggest 2025 B2B investing trend, according to the Content Marketing Institute—61% of B2B marketers predict this trend for their organization's investments. That should make driving views of these videos a key campaign goal going forward.
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Campaign metrics that report how well videos perform include:

If you have a mobile app to promote, you'll want to record how many installs result from your campaign. Also worth counting: in-app actions resulting from those installs, such as purchases.
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The campaign metrics to track your results include:

In order to better compile results for this goal, use Taboola’s mobile app install or in-app action tracking.
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There's no one answer. It may take a few weeks to a couple of months to start to achieve your campaign goals. Build in a timeline for each goal and make interim measures before you reach the deadline.

If indicated, use your results to continually make data-informed optimizations to your campaigns in an effort to improve performance. When you have your final results, you can recalibrate and set the next goals and timelines.

How else can you tell how you're doing? Benchmark your results against reports on your industry from marketing research firms, such as Forrester and Nielson, and from industry associations. Analyzing competitors' campaigns can also be useful. The more you learn about your business and your target audiences, the better you'll get at building successful campaigns.