What are the top 5 KPIs to measure a campaign?

Just to share an opinion: if you need 5 separate measurements to ensure a campaign is successful, then you probably need to go back and reprioritize/reframe what you are looking to do. I think 5 KPIs is too many for a campaign to really be focused and effective. My suggestion would be to have a singular north start metric—ex. pipeline generation, new bookings, product or feature adoption rate—with one or two additional KPIs if needed.

Here are KPIs I find myself defaulting to a lot lately:

1. Marketing (or campaign) attributed opportunities for sales

2. Win-rate increase with our target persona

3. Product success outcomes (like feature adoption or customer health scores)

If you are in a 0-1 product or campaign launch, don't shy away from KPIs that may feel less "scientific". Here are some examples of questions I ask myself when the product is less mature.:

1. How many customer or marketing references might you target to consider that product GA or ready for prime-time sales?

2. What is your company's treatment for more established products and go-to-markets and what gaps are there in your product to get there? Examples: launching product pages, committing to content targets to make sure you've established clear share of voice, aiming for a certain number of customer reviews on third-party sites or analyst inclusion, etc.

3. How often is sales trying to include this product in deals? Does it make sense to target an inclusion rate to ensure sales is more confident in this sales motion?