How to measure a photo activation

Decide what to measure before the activation opens. Record participation, contact capture, consent and sharing, then compare the results with the program’s cost and audience.

Start with participation

Count the people who took part and when they participated. Keep that measure separate from estimated impressions so the report is clear about what was observed.

Four useful measures

Participation rate. Divide participants by the addressable audience: attendance at an event or foot traffic in a store. Define the audience consistently so you can compare locations.

Capture rate. Of the people who took part, how many provided contact details and opted in? A low rate can be a reason to review when you ask for information and how much you request.

Share rate. Track how many participants shared their content. Compare formats and creative treatments to see which get passed on.

Cost per participant. Divide program cost by the number of participations. Use the same cost definition across the programs you compare.

Review each location

A program total can hide inactive sites. Across three hundred locations, some will perform well while others may have stopped capturing because a unit lost power or the setup needs attention.

Review location-level reports while the program is running. Investigate gaps early enough to fix them.

Send reports to the people responsible

A regional manager needs their region. A franchisee needs their site. Head office needs the whole program. Build those views from the same dataset and schedule their delivery.

Use the reports to assess the results and to find problems while there is still time to act. See the reporting tools.