Measure whether an airtime incentive improved participation
Say participation rose from 24% to 30% after you offered airtime. That’s a six percentage-point increase. If you also changed the invitation or sent it at a different time, you need a better comparison to tell how much the reward contributed.
| Measure | Example definition |
|---|---|
| Eligible | People invited under the rule |
| Participation | Valid completions ÷ eligible |
| Fulfilment | Rewards issued ÷ approved rewards |
| Cost | Confirmed campaign cost ÷ valid completion |
By Freepaid · Published
Define what counts as an improvement
Decide what a valid completion is and who goes in the eligible count before the campaign begins. For 120 valid completions out of 400 eligible people, participation is 30%. Fix the reporting window and keep the date, source, counts, missing data and exclusions so someone else can reproduce the result.
Choose a defensible comparison
Use a similar group without the incentive where your approved design allows it. Record how each group was selected and any differences that could affect participation. Otherwise compare with a previous campaign that used the same definition and report what changed, including audience, dates, message and outreach volume. If there’s no fair comparison, report the participation rate and the conditions under which you got it.
Review whether the change justifies the cost
Track reward issues separately from participation. If people completed the action but many approved rewards weren’t issued, deal with the delivery problem before running the campaign again. Calculate confirmed spend per valid completion and consider what that cost buys you. If few people took part, check access, timing and how many received the invitation before changing the reward. Optional feedback from non-responders can help if you can gather it appropriately. Keep conclusions within the reporting window and outcomes you actually measured.