Why Is It Essential to Have KPIs for Media?

Establishing key performance indicators (KPIs) for media is no longer optional—it's essential. Without reliable metrics, businesses risk wasting time, energy, and budget on media that simply don't deliver.

Why Media KPIs Matter

KPIs help you make informed decisions, whether you're investing in advertising or deploying PR strategies.

• In advertising, performance varies dramatically: one outlet might generate the same results for €100 that another would deliver for €1,000. Without data, you're guessing.
• In PR, KPIs ensure your efforts are focused on high-impact media—those with real reach, strong engagement, and high editorial standards.

At Mepax, we've mapped more than 40,000 media outlets and identified the top 1,500 that consistently perform across reach and engagement. This Top 1500 list is updated continuously, and we prioritize our advertising budgets accordingly. It can also be customized based on your market and strategic goals, allowing real-time tracking of key media per country via your personalized Mepax customer portal.

How We Evaluate Media Performance

We use a combination of quantitative and qualitative indicators:

Quantitative Metrics

• Printed circulation
• Newsletter subscribers
• Monthly unique visitors (based on third-party analytics—not only media-declared data)
• Follower counts across key social media platforms
• Campaign performance data, including:
  • Open rates
  • Cost per click (CPC)
  • Cost per lead (CPL)
  • Cost per thousand impressions (CPM)

Qualitative Criteria

• Content quality: Is the editorial valuable, well-written, and relevant for professionals?
• Independence: Do they publish based on value, not just advertiser pressure?
• Engagement correlation: High-quality editorial typically leads to more engaged readers and higher conversion rates (downloads, form submissions, etc.).

We score each media outlet from 0 to 5 based on these qualitative factors, which helps predict not only visibility, but lead-generation potential.

Data in Action: Smarter Investments, Better Results

With these KPIs, we build data-driven media plans that eliminate low-performing outlets and focus resources where they'll have the most impact.

Through the Mepax customer portal, clients receive media proposals that include detailed KPI tables for each outlet considered—bringing full transparency and the ability to make comparisons in real time.

Thanks to this approach, many of our clients have optimized their CPC, CPM, and engagement rates by up to 400%.