Your first step is to work out exactly what you’re trying to achieve in your campaign. You do this with a DoView® visual outcomes model. You need to get this right if you’re going to identify the correct metrics to measure. Download a DoView trial and then the file below and amend it to create your model. Rules for drawing these models are at here.
Your second step is to use the model to map the metrics you’re going to measure.
This is the basic idea. You can then use your DoView® in many ways to build your DoView evaluation plan in more detail. Look here and here for more on evaluation planning and here for more on traffic-lighting.