To build sustainable growth, publishers should prioritize customer satisfaction, internal efficiencies, and educational milestones. Ultimately, These KPIs highlight a platform’s potential, strengthen trust, and build long-term success. KPIs are more than numbers—they’re a commitment to delivering real value to your advertisers.
Having helped launch dozens of platforms, I’ve learned which KPIs matter most and how to overcome the most common challenges.
1. Customer Satisfaction & Retention: measuring long-term value
Customer satisfaction and retention aren’t just metrics—they’re the backbone of enduring success. A satisfied advertiser is one who not only returns but also spends more over time, solidifying their relationship with your platform and driving consistent revenue growth.
To achieve this, the simplest way to gauge satisfaction? Ask. Surveys, whether in-platform or by email, provide direct insights into how advertisers perceive your platform and what new features could improve their experience. Sweetening the deal with incentives like promo codes or credits can transform a casual user into long-term advocate, while generating actionable feedback.
Furthermore, acquiring a first-time advertiser is relatively easy, but the real challenge (and opportunity) lies in fostering repeat engagement. A single $500 campaign is unlikely to deliver transformative results for an advertiser, but ongoing campaigns create opportunities for brand building and data-driven optimization. By helping advertisers understand the compounding value of continuous advertising, publishers position themselves as trusted partners rather than just a service provider.
Takeaway: Focusing on customer satisfaction and retention doesn’t just secure your bottom line, it ensures advertisers see your platform as an indispensable tool for their success.
2. Internal Efficiency: streamlining your operations
While new revenue often steals the spotlight, the efficiency of internal processes is an equally important measure of success. A truly effective platform doesn’t just bring in more business—it transforms how publishers operate, allowing them to focus on high-impact work instead of manual, redundant tasks.
For instance, self-serve platforms have the power to simplify workflows, freeing up valuable time and resources. One of my clients shared that their traditional process—from the initial point of contact to going live on air—required over 100 touchpoints across multiple departments. With their platform, that number was reduced to one: a single creative review step. The impact was immediate and undeniable—less time spent on logistics and more energy directed toward strategic priorities.
Takeaway: Efficiency isn’t about cutting corners, it’s about maintaining quality and making it faster. By streamlining operations, self-serve platforms improve not only publisher’s efficiency but also the advertiser’s experience. A platform that runs smoothly is one that advertisers will return to, making internal optimization a cornerstone of long-term success.
3. Customer Education: building a knowledgeable user base
Success hinges on educating and empowering your customers, especially for advertisers who may be unfamiliar with digital advertising concepts. By educating users on key metrics like impressions, ad formats, and targeting options, you empower them to better navigate the platform, achieve their campaign goals, and see value more quickly. Treat your educational initiatives with the same rigor and planning as a major product launch—it’s that important.
Your Unique Value Proposition
In an increasingly competitive marketplace, education isn’t just about platform tutorials—it’s about differentiation. Specifically, advertisers will inevitably ask tough questions:
- What benefits do you offer that I can’t get from your competitors?
- Why should I buy directly from you when I can buy multiple publishers programmatically?
- What outcomes can I expect after one month, six months, or a year of continuous advertising?
Being able to answer these questions with confidence forces your organization to continually refine its value proposition, ensuring that you stand out in a crowded field.
Define and Engage Your Personas
Another critical step in customer education is understanding your audience. Avoid the trap of targeting too many, or too few audiences. A focused strategy with two to three core personas mapped to an engagement cycle is ideal. For example:
Focus on a few impactful initiatives initially, and remain consistent. For example, success stories can highlight your platform’s unique strengths, while tutorial videos will guide advertisers through their first campaign setup and how to optimize for future campaigns.
Consistency is Key
However, educational initiatives should evolve as you collect feedback and learn what resonates most with your users. Engage and educate advertisers throughout the buying process using methods like webinars, success stories, or chatbot support. This deepens their connection to your platform.
Takeaway: Consistently educating your customers builds their confidence in making informed buying decisions, strengthening their trust in your business and fostering lasting loyalty.
Conclusion: Empowering Success Through Strategic KPIs
Self-serve platforms are bridging the gap between publishers and advertisers, reducing friction at every touchpoint to deliver a smoother, more collaborative experience. By focusing on key KPIs like customer satisfaction, operational efficiency, and user education, publishers can unlock the full potential of their platforms and drive meaningful business growth.
With ad budgets needing to work harder than ever, the priority should be giving your advertisers the confidence to buy with you. That confidence builds trust, fosters loyalty, and positions you as an invaluable partner in achieving their business objectives. By focusing on this, publishers can enhance their competitive edge and create a platform experience that drives sustained success for all stakeholders.
Moreover, self-serve platforms shouldn’t be viewed as a segregated space for smaller advertisers, but as a strategic ecosystem that can benefit all stakeholders. By creating an empowering, user-friendly experience that supports advertisers of every scale, publishers can spark a powerful cycle where smaller advertisers grow and larger advertisers take notice, ultimately transforming your platform into a dynamic, collaborative growth engine.
—
Finally, ready to see how our self-serve platform can elevate your advertising initiatives? Connect with our experts to explore how DanAds can help you reach your goals and maximize the impact of your campaigns.
Michael Gelb
Head of Client Partnerships
