From Media Metrics to Consumer Action

When the Nebraska Lottery launched its Cash Blast Promotion, the goal was to drive awareness and participation in the seasonal contest running from February 4th to March 4th. However, measuring campaign performance presented a unique challenge. Because lottery tickets are purchased at retail locations, direct online sales attribution is not possible.

Historically, campaign success had been evaluated using media delivery metrics such as completion rate and viewability rate. While useful for measuring media quality, these metrics provide limited insight into how consumers actually engage with a promotion after seeing an ad.

Recognizing this limitation, the KORTX team recommended shifting campaign KPIs from media metrics to site actions, enabling the Nebraska Lottery to better understand how digital media was influencing consumer engagement with the Cash Blast promotion.

The Challenge

For the Nebraska Lottery, connecting digital media exposure to real-world consumer behavior is inherently complex. Because ticket purchases occur at retail locations, advertisers cannot track traditional online conversions or sales attribution. As a result, campaigns often rely on media-focused KPIs such as:

• Completion rate
• Viewability rate

While these metrics confirm that ads are being delivered effectively, they don’t provide clear insight into consumer interest or intent to participate in a promotion. The Nebraska Lottery needed a better way to evaluate whether its digital media investment was truly driving engagement with the Cash Blast campaign.

The Strategy

The KORTX team recommended shifting the campaign’s primary KPI away from media delivery metrics and toward site actions that signal meaningful consumer engagement. Rather than focusing solely on how ads were served, the campaign measured how users interacted with the Nebraska Lottery website after ad exposure.

Key engagement indicators included:

• Website visits
• Cash Blast promotion landing page views
• MVP Club loyalty sign-ups
• Retailer search activity

The campaign was managed and reported through Kampus, KORTX’s advanced marketing platform, giving the Nebraska Lottery full transparency into campaign performance and engagement metrics in real time.

Even with limited tagging infrastructure on the website, Kampus enabled the team to capture and analyze meaningful engagement signals, helping the advertiser understand how digital media was influencing consumer behavior.

Success

The shift from media metrics to engagement-based KPIs revealed a clear impact. During the month-long campaign, the Nebraska Lottery Cash Blast Promotion generated more than 227,000 site interactions, demonstrating strong consumer interest in the contest. Users explored the promotion, signed up for the Nebraska Lottery’s MVP Club loyalty program, and searched for nearby retailers where tickets could be purchased.

By focusing on behavioral engagement signals rather than ad delivery metrics alone, the Nebraska Lottery gained a clearer understanding of how digital media was driving consumer interest in the Cash Blast promotion. Through strategic KPI guidance from the KORTX team and full campaign transparency through Kampus, the advertiser was able to confidently measure campaign impact, even in an environment where direct sales attribution is not possible.