GPS can be used for campaigns where the primary goal is awareness rather than immediate leads or purchases.
The key difference is how success is defined and measured.
Awareness Campaigns Use Different KPAs
For lead generation, a campaign may be measured against form fills, calls, appointments, or another lead action.
For ecommerce, the primary action may be a purchase.
For awareness, appropriate KPAs may include:
Reach: How many people in the target audience saw the campaign?
Impressions: How much total exposure did the campaign generate?
Frequency: How often did the target audience see the campaign?
Traffic: Did the campaign generate visits or additional interest?
Engagement: Did users interact with the campaign or destination experience?
Does an Awareness Campaign Still Have a Goal?
Yes.
GPS doesn't require every campaign to have a CPL, CPA, or ROAS goal.
It requires the campaign to have a measurable definition of success appropriate to the job the campaign is intended to do.
For an awareness campaign, that may mean establishing a target for reach, frequency, traffic, engagement, or another agreed-upon KPA.
How Does This Relate to Create, Influence, and Capture?
Conduit's Create, Influence, Capture framework helps define the role marketing is playing in the customer journey.
An awareness campaign may primarily be designed to Create demand or familiarity rather than immediately Capture existing demand.
This is why campaigns shouldn't automatically be judged against the same KPAs.
Every campaign should be measured against the job it was actually built to do.