Insentric's Custom Campaign Scores: A Guide for Marketers

Oct 23, 2025

This guide explains how Insentric goes beyond standard paid media reports to give you a single, unbiased view of your campaign success. Our custom scores—the Weighted Performance Score (WPS), Efficiency Score, and Value Score—are designed to solve the problem of data overload. This system allows you to quickly determine which campaigns generate the most value for your business and should get more of your budget.

🚀 Quick Start: The 3 Scores You Need

If you're looking for fast, clear answers, here's how to interpret the three Insentric scores immediately:

Weighted Performance Score (WPS): This is the total value your campaign created today (a higher number is better).
Efficiency Score: This is how cost-effective your campaign is compared to all others (a higher number is better). Shift budget to high-ranking campaigns.
Value Score: This is the campaign's absolute grade against a fixed minimum standard (100 is a pass). If this is low, your strategy needs an overhaul.

Understand Scores: Why custom reporting matters

Insentric understands the challenge of modern paid media reporting. You have dozens of campaigns running with different goals, from awareness to sales.

The Problem Insentric Solves

Data Overload. Standard reporting gives you a huge amount of data like Clicks, Impressions, and Cost Per Action (CPA). Sifting through this data daily to compare an InMail message campaign to a Video campaign is slow and leads to errors.
Unequal Goals. A successful viral post will look terrible if you only measure its CPA. Conversely, a good lead generation campaign will look poor if you only measure its Engagement Rate. It's hard to compare "apples to oranges."

Insentric's Solution

We innovated a system that performs all the complex calculations for you. This math creates a single, unified score of business value and cost-efficiency. This eliminates the need to sort through tons of individual metrics to know what's truly working.

Calculate WPS: How to compare any two campaigns

The Weighted Performance Score (WPS) is the system's engine. It's a unified points system that allows us to fairly compare all campaigns, regardless of their original goal.

How It Works: Assigning True Business Value

The WPS is the Equalizer. It assigns a point value to every positive user action based on its strategic worth to your business. This ensures that a successful campaign focused on shares and followers can be directly compared to one focused on leads and conversions.

Below is the full breakdown of how points are assigned:

High-Intent Actions (Leads & Conversions)

These actions represent the highest business value. They show a user completed a key objective or provided contact information.

Action (Metric)	Points (Weight)	Strategic Value
External Website Conversion	100 points	The ultimate goal: a completed sale, form submission, or sign-up tracked outside of the platform.
One-Click Lead	80 points	A high-value lead generated instantly through a Lead Gen Form.

High-Engagement Actions (Deep Content & Clicks)

These represent a high level of interest and active consumption of your content. This is valuable for mid-stage education and driving traffic.

Action (Metric)	Points (Weight)	Strategic Value
Document Completions	50 points	The user consumed your entire document (e.g., a multi-page PDF), showing high commitment.
Video Views (75% Complete)	40 points	The user watched three-quarters of your video—a strong signal of content resonance.
Landing Page Click	25 points	The user clicked your main ad link to visit your website.
InMail Clicks (Action, Ad Unit, Text URL, Lead Gen Mail Interested)	25 points	The equivalent of a landing page click, specific to Sponsored Messaging formats.

These are crucial for brand health, organic reach, and building a loyal audience. They earn valuable points even if they don't immediately lead to a sale.

Action (Metric)	Points (Weight)	Strategic Value
Shares	20 points	The user shared your content, leading to free, endorsed reach outside the paid campaign.
Comments	10 points	The user engaged in conversation, sparking debate and showing strong interest.
InMail Opens	10 points	The user chose to open your Sponsored Message—a critical first step in InMail engagement.
Follows	5 points	The user subscribed to your company page, investing in a long-term relationship.
Likes	1 point	A simple positive acknowledgement of your content.

The Weighted Performance Score (WPS) is the total sum of all points generated by your campaign that day:

A successful Viral Campaign might score 15,000 points through high-volume shares and comments, while a successful Sales Campaign might score 15,000 points through a smaller number of high-value conversions. The WPS tells you both campaigns delivered equivalent total value for the day.

Analyze Efficiency Score: Find your best investment

The Efficiency Score tells you which campaigns are the most cost-effective by comparing them against each other.

How It Works: Ranking the Best Investment

Calculate the Cost per Performance Point. We figure out how much money was spent to earn one point (WPS). A lower cost means the campaign is more efficient.
Determine the Rank. Your score is a percentile rank from 0 to 100 among all active campaigns.

Quick Analysis: Where to Invest

This score provides quick analysis for budget allocation. If your Viral Campaign ranks at 95 and your Lead Campaign ranks at 40, you should shift funds to the viral content. Insentric's math proves it is yielding the cheapest value-per-point right now.

Evaluate Value Score: Check if your strategy is working

The Value Score is an absolute grade that tells you if your campaign is meeting a minimum acceptable standard of return for your spending. It's your Reality Check.

How It Works: The Fixed Benchmark

Calculate Value Per Dollar. We figure out the total points (WPS) earned for every dollar you spent.
Grade Against Benchmark. The score is graded against a fixed Insentric benchmark. A score of 100 means you are meeting a predetermined, healthy standard of value return.

Quick Analysis: Is the Strategy Working?

This score prevents you from chasing bad campaigns. If all your campaigns are spending too much, the Efficiency Score might still rank the "least bad" one at 80. However, the Value Score will expose the core problem by grading that "best" campaign at only 30. This immediately tells you: The overall strategy is fundamentally flawed, and budget should be pulled back until it's fixed.

Review Supporting KPIs: Measure action and cost

These are the underlying metrics that still matter and are readily available in your full report suite:

Total Key Actions: The simple count of all high-value interactions (all the things that earn points).
Cost Per Key Action (CPKA): The most practical efficiency metric: how much did it cost to get one valuable action (like a share or a landing page click)?
Click-to-Open Rate (CTOR): Key for InMail. This measures the effectiveness of your message content itself by calculating clicks after the user decided to open the message.

Glossary: Define all key terms

This table explains the reporting jargon and custom scores used throughout the article.

Term	Full Name	Simple Explanation
WPS	Weighted Performance Score	Insentric's custom score representing the total value a campaign created in points, regardless of its original goal.
CPA	Cost Per Action	A standard metric showing the cost to get a user to complete one key action, such as a lead or sale.
CPKA	Cost Per Key Action	Insentric's metric showing the cost to get one valuable action (any action that earns WPS points). This is a practical efficiency measure.
CTOR	Click-to-Open Rate	A metric for Sponsored Messages (InMail) that measures how often a user clicks a link after they have already opened the message.