Campaign Localisation Rate
Percentage of global marketing campaigns that have been adapted with localised content, language, and cultural relevance for each target market
What is Campaign Localisation Rate?
Campaign localisation rate is the percentage of global campaigns that have been adapted for each local market. It shows how far a global programme is tailored to local languages, culture and rules.
Localised campaigns generally perform better than translated copies, so the rate indicates how well global efforts reach every market.
How this KPI is measured
- Function
- Marketing
- Sub-function
- Global & Localisation
- Industry
- All Industries
- Type
- Leading
- Impact
- Operational
- Unit
- %
- Measurement frequency
- Quarterly
- Formula
- (Campaigns localised for each market / Total global campaigns deployed) × 100
How to calculate it
Divide the number of campaigns localised for each market by the total number of global campaigns deployed, and multiply by 100.
For example, if 20 global campaigns were deployed to a market and 14 were localised for it, the rate is (14 / 20) x 100 = 70%.
Calculate it per market. Decide what counts as localised, such as translated and adapted for culture and regulation, and apply that consistently.
Where it is used
Tracking market coverage
See which markets receive tailored campaigns.
Prioritising localisation work
Focus on markets with the biggest opportunity.
Comparing performance
Test whether localised campaigns outperform generic ones.
How to improve it
Tips and common mistakes
- Translation is not localisation. Adapt examples, imagery and offers.
- Check local legal and regulatory requirements for each market.
- Do not aim for 100% everywhere. Prioritise where the return is highest.
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