Measuring the ROI of Guerilla Marketing Efforts

Measuring the ROI of Guerilla Marketing Efforts

Guerilla marketing is a strategy that involves using unconventional methods to promote a brand, product, or service. It often involves low-cost tactics that rely heavily on creativity and outside-the-box thinking to catch the attention of potential customers. While guerilla marketing can be effective, it can also be challenging to measure the return on investment (ROI) of these efforts. In this article, we’ll explore how to measure the ROI of guerilla marketing so that you can determine whether it’s worth the investment.

Defining ROI in Guerilla Marketing

ROI is a performance measure that calculates the efficiency of an investment by comparing the return of that investment to the cost of the investment. In guerilla marketing, the return can be challenging to define because the goals of these campaigns can vary. For example, a guerilla marketing campaign may aim to increase brand awareness, generate leads, or drive sales. Therefore, it’s important to define the goals of your guerilla marketing campaign before you can measure its ROI.

Metrics to Measure ROI in Guerilla Marketing

Once you have defined the goals of your guerilla marketing campaign, you can begin to measure its ROI. Here are some metrics you can use:

  1. Reach: The reach of your campaign is the number of people who have come into contact with your brand or message. This can be measured by counting the number of impressions or views your campaign has received. This is an essential metric to understand the potential impact of your guerilla marketing campaign.

  2. Engagement: Engagement metrics such as social media shares, likes, comments, and interactions can help you to understand how people are reacting to your campaign. This indicates how successful your guerilla marketing efforts can be as it shows how people are interacting with your brand.

  3. Conversions: Conversions are actions taken by customers that meet your campaign goals. For example, this could be product sales, new customer signups, or leads generated. Keeping track of these metrics will help you to determine the success of your guerilla marketing campaign.

  4. Cost: With guerilla marketing campaigns, cost savings are active. Evaluting the cost per engagement, conversion, lead or click can be quite beneficial in understanding the amount of money being spent on a brand, product or service.

Understanding the Data

Once you have gathered data from the metrics above, it’s time to analyze it. Consider the goals of your guerilla marketing campaign and compare them with the data you collected. Did your campaign meet your goals? If not, what could you do differently in future campaigns to improve results? Analyzing your guerilla marketing metrics can provide insights you can use to improve your strategies going forward.

Examples of Guerilla Marketing Campaigns

Here are some examples of successful guerilla marketing campaigns to inspire you:

  1. KitKat’s Bench: KitKat implemented benches in public areas in the shape of the famous chocolate beverage’s pull-out wafer design. The bench had ‘Have a Break, Have a KitKat’ written on the back of it. This campaign helped KitKat increase brand awareness and stood out as an interesting and unique campaign.

  2. Netflix Street Murals: Netflix organized large murals on the streets to celebrate the release of some of its popular movies and TV series. For instance, they painted a large wall promoting ‘Stranger Things’ series. This campaign helped Netflix to promote its brand in public areas.


Guerilla marketing can be a powerful way to market your product, brand or service. However, measuring the ROI of these efforts can be challenging. By defining your campaign goals in advance, tracking metrics that align with those goals, and analyzing your data, you can begin to measure the ROI of your guerilla marketing efforts. With these insights, you can continue to refine your campaigns, improve ROI, and position your brand for success.