Top Gamification Marketing KPIs
Want to know if your gamified campaign is really working?
Start by tracking the right KPIs.
Metrics like participation rate, lead capture, click-through rate, and ROI don’t just look good in a dashboard—they tell the story behind your campaign.
Is your game engaging enough to attract attention?
Are people willing to share their info in exchange for a prize?
Do they click through to your site and actually convert?
Each number reveals a piece of the puzzle. When you put it all together, you’ll see how your campaign is performing, how your audience is responding, and where to improve next time.
- Participation Rate
→ How many users engage with your gamified experience compared to total visitors.
🔍 Indicates how attractive or accessible your campaign is. - Conversion Rate
→ The percentage of users who complete a desired action (e.g., sign up, claim a reward, make a purchase).
🎯 Measures how well your game drives actual business outcomes. - Lead Capture Rate
→ The number of new leads generated through the campaign (email, phone, preferences, etc.).
🧲 Useful for list-building, CRM enrichment, and segmentation. - Engagement Time / Average Session Duration
→ How long users stay on your campaign or site.
⏱️ Higher time usually means stronger engagement and brand interaction. - Repeat Participation
→ How many users come back to play again (especially in multi-day or evolving campaigns).
🔁 A sign of strong incentive mechanics and sustained interest. - Click-Through Rate (CTR)
→ Percentage of users who click on follow-up CTAs (e.g., product links, “shop now”, newsletter signups).
📈 Shows how well you’re guiding users to the next step. - Prize Claim Rate
→ The percentage of users who claim their reward.
🎁 Indicates whether your reward structure is motivating and valuable. - Bounce Rate
→ How many people leave the campaign without taking action.
🚫 A high bounce rate may suggest confusing UX or weak incentive. - Social Shares / Referral Rate
→ How often users share or refer your campaign.
📣 Great for measuring organic reach and virality. - Zero-Party Data Collected
→ User-provided data like preferences, quiz answers, or intent.
🧠 Extremely valuable for personalization and future targeting. - Cost Per Lead (CPL)
→ Total campaign cost divided by number of leads collected.
💰 Helps assess the ROI of your gamification efforts. - ROI / Campaign Revenue
→ Revenue directly attributed to the campaign or resulting purchases.
📊 The ultimate metric if you’re tying gamification to sales.
All of these can be tracked directly in the Scratcher platform—plus, you can set up custom data points to measure exactly what matters to you.
💡 For example:
If you’re using a Product Chooser format to learn about your audience’s preferences, you can create one data point per answer (e.g. “Interested in eco-friendly products” or “Prefers quick meals”). Then, you can build cohorts based on those segments and send personalized email communications that match their interests.
Ready to level up your engagement strategy?
Explore gamification marketing to create personalised experiences, foster engagement, and establish meaningful connections with your audience. With Scratcher as a partner you will have:
- 40+ Interactive Formats: Luck-based, knowledge-based, and skill-based, designed to meet marketing campaign objectives
- Ready to Use Templates: Personalise your campaign to reflect your unique brand
- User-friendly Integration: Easily integrate interactive content with all of your favourite marketing tools
- Customer Support: We're here to assist you every step of the way
