How to Analyze Xiaohongshu Ads Campaigns: Key Metrics to Track

Running ad campaigns on Xiaohongshu can be highly effective if you know how to measure the right metrics. In this Xiaohongshu Ads Campaign Analysis, we outline three critical metrics to track: increasing brand awareness, creating interest, and driving business conversions. To ensure your Xiaohongshu Ads Campaign is successful, tracking these metrics is essential.This Xiaohongshu Ads Campaign Analysis highlights key metrics to optimize performance.

Key Metrics for Xiaohongshu Ads Campaign Analysis

1. Brand Awareness Metrics These metrics reflect changes in your product’s visibility and are suitable for all stages of business development. Key indicators include:CPM (Cost Per Mille): The cost for every 1,000 ad impressions. This is a common pricing model ideal for brand promotion and increasing visibility.CPC (Cost Per Click): The cost per click on your ad. Calculated as CPC = Total Cost / Number of Clicks. This model is useful for driving traffic to your site.CTR (Click-Through Rate): The ratio of clicks to impressions, calculated as CTR = Clicks / Impressions. A higher CTR indicates greater user interest and engagement.CVR (Conversion Rate): The rate at which clicks lead to a desired action, such as sign-ups or purchases. Calculated as CVR = Conversions / Clicks. Higher CVR indicates more effective ads.
2. Mindshare Metrics Your brand and product search positions impact consumer decisions. The higher the ranking, the more likely you are to capture consumer attention. Key indicators include:On-Site Search Trends: Track how often your brand or products are searched for within Xiaohongshu.Category Rankings and Competitive Positioning: Understand where your brand stands within specific categories to improve your strategic positioning.
3. Business Conversion Metrics These metrics measure the actual output from your ad campaigns and differ between e-commerce and non-e-commerce businesses. Key indicators include:E-commerce Metrics:
   • Off-Site Search Index: The search volume for your brand/products outside Xiaohongshu.
   • On-Site Sales ROI: The return on investment from sales generated within Xiaohongshu. 

     Non-E-commerce Metrics:

     • Direct Messages and Form Submissions: Track the volume of inquiries and form submissions as indicators of consumer interest and engagement.

    

Ready to Launch Your Xiaohongshu Ads?

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Learn more about Xiaohongshu’s advertising opportunities on their official website.