{"id":877,"date":"2026-10-10T17:51:23","date_gmt":"2026-10-10T10:51:23","guid":{"rendered":"https:\/\/dykhoa.com\/blog\/?p=877"},"modified":"2026-10-10T17:51:29","modified_gmt":"2026-10-10T10:51:29","slug":"kpi-truyen-thong-la-gi","status":"publish","type":"post","link":"https:\/\/dykhoa.com\/blog\/kpi-truyen-thong-la-gi\/","title":{"rendered":"KPI truy\u1ec1n th\u00f4ng l\u00e0 g\u00ec? C\u00e1ch ch\u1ecdn KPI \u0111\u00fang cho m\u1ed9t chi\u1ebfn d\u1ecbch nh\u1ecf"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong>KPI truy\u1ec1n th\u00f4ng l\u00e0 con s\u1ed1 cho bi\u1ebft chi\u1ebfn d\u1ecbch c\u00f3 \u0111\u1ea1t m\u1ee5c ti\u00eau \u0111\u00e3 \u0111\u1eb7t ra hay kh\u00f4ng. Ch\u1ecdn KPI \u0111\u00fang kh\u00f4ng b\u1eaft \u0111\u1ea7u t\u1eeb nh\u1eefng con s\u1ed1 n\u1ec1n t\u1ea3ng m\u1ea1ng x\u00e3 h\u1ed9i hi\u1ec3n th\u1ecb s\u1eb5n, m\u00e0 b\u1eaft \u0111\u1ea7u t\u1eeb m\u1ee5c ti\u00eau: mu\u1ed1n c\u00f4ng ch\u00fang bi\u1ebft g\u00ec, ngh\u0129 g\u00ec, l\u00e0m g\u00ec. B\u00e0i vi\u1ebft gi\u1ea3i th\u00edch 5 t\u1ea7ng \u0111o l\u01b0\u1eddng theo c\u00e1c khung \u0111\u00e1nh gi\u00e1 qu\u1ed1c t\u1ebf, ph\u00e2n bi\u1ec7t reach, impressions, CTR, t\u1ed5ng h\u1ee3p ch\u1ec9 s\u1ed1 tr\u00ean TikTok, Facebook, Threads, YouTube, website v\u00e0 h\u01b0\u1edbng d\u1eabn 5 b\u01b0\u1edbc ch\u1ecdn KPI cho m\u1ed9t chi\u1ebfn d\u1ecbch nh\u1ecf.<\/strong><\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\"><strong>D\u00e0nh cho:<\/strong> Ng\u01b0\u1eddi m\u1edbi l\u00e0m truy\u1ec1n th\u00f4ng, marketing \u0111ang l\u1eadp k\u1ebf ho\u1ea1ch chi\u1ebfn d\u1ecbch, \u0111\u1ec1 xu\u1ea5t &#8220;ch\u1ea1y th\u1eed&#8221; tr\u00ean n\u1ec1n t\u1ea3ng s\u1ed1 ho\u1eb7c c\u1ea7n b\u00e1o c\u00e1o hi\u1ec7u qu\u1ea3 truy\u1ec1n th\u00f4ng.<\/p>\n<\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\">KPI truy\u1ec1n th\u00f4ng l\u00e0 g\u00ec?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">KPI (key performance indicator, ch\u1ec9 s\u1ed1 \u0111o l\u01b0\u1eddng hi\u1ec7u qu\u1ea3 ch\u00ednh) l\u00e0 m\u1ed9t con s\u1ed1 \u0111\u1ecbnh l\u01b0\u1ee3ng \u0111\u01b0\u1ee3c ch\u1ecdn tr\u01b0\u1edbc \u0111\u1ec3 theo d\u00f5i xem chi\u1ebfn d\u1ecbch c\u00f3 \u0111i \u0111\u00fang h\u01b0\u1edbng m\u1ee5c ti\u00eau hay kh\u00f4ng. B\u1ed9 h\u01b0\u1edbng d\u1eabn <a href=\"https:\/\/dykhoa.com\/blog\/lap-ke-hoach-truyen-thong-theo-chuan-oasis\/\" data-type=\"post\" data-id=\"639\">\u0111\u00e1nh gi\u00e1 truy\u1ec1n th\u00f4ng<\/a> c\u1ee7a Ch\u00ednh ph\u1ee7 Anh y\u00eau c\u1ea7u c\u00e1c chi\u1ebfn d\u1ecbch c\u00f3 chi ti\u1ec1n ph\u1ea3i \u0111\u1eb7t KPI, t\u1ee9c &#8220;m\u1ed9t th\u01b0\u1edbc \u0111o \u0111\u1ecbnh l\u01b0\u1ee3ng&#8221;, v\u00e0 cu\u1ed1i chi\u1ebfn d\u1ecbch ph\u1ea3i so k\u1ebft qu\u1ea3 th\u1ef1c t\u1ebf v\u1edbi KPI v\u00e0 m\u1ee5c ti\u00eau \u0111\u00e3 \u0111\u1eb7t (Government Communication Service [GCS], 2024).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u0110i\u1ec3m kh\u00e1c gi\u1eefa KPI v\u00e0 m\u1ed9t ch\u1ec9 s\u1ed1 b\u1ea5t k\u1ef3 n\u1eb1m \u1edf ch\u1eef &#8220;ch\u00ednh&#8221;. M\u1ed9t trang Facebook c\u00f3 h\u00e0ng ch\u1ee5c ch\u1ec9 s\u1ed1: l\u01b0\u1ee3t hi\u1ec3n th\u1ecb, l\u01b0\u1ee3t ti\u1ebfp c\u1eadn, l\u01b0\u1ee3t th\u00edch, l\u01b0\u1ee3t chia s\u1ebb, th\u1eddi gian xem. Ch\u1ec9 v\u00e0i ch\u1ec9 s\u1ed1 trong \u0111\u00f3 g\u1eafn tr\u1ef1c ti\u1ebfp v\u1edbi m\u1ee5c ti\u00eau c\u1ee7a chi\u1ebfn d\u1ecbch. Nh\u1eefng ch\u1ec9 s\u1ed1 \u0111\u00f3 m\u1edbi l\u00e0 KPI; ph\u1ea7n c\u00f2n l\u1ea1i l\u00e0 ch\u1ec9 s\u1ed1 theo d\u00f5i.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">V\u00ec sao chi\u1ebfn d\u1ecbch &#8220;\u0111\u1eb9p s\u1ed1&#8221; v\u1eabn c\u00f3 th\u1ec3 kh\u00f4ng \u0111\u1ea1t m\u1ee5c ti\u00eau?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">V\u00ec nhi\u1ec1u ng\u01b0\u1eddi \u0111o nh\u1eefng g\u00ec d\u1ec5 \u0111\u1ebfm, thay v\u00ec \u0111o \u0111i\u1ec1u m\u1ee5c ti\u00eau y\u00eau c\u1ea7u. Trong b\u00e0i t\u1ed5ng quan v\u1ec1 c\u00e1c m\u00f4 h\u00ecnh \u0111\u00e1nh gi\u00e1 truy\u1ec1n th\u00f4ng chi\u1ebfn l\u01b0\u1ee3c, Macnamara (2018) ch\u1ec9 ra r\u1eb1ng c\u00e1c m\u00f4 h\u00ecnh v\u00e0 th\u1ef1c h\u00e0nh truy\u1ec1n th\u1ed1ng t\u1eadp trung h\u1eb9p v\u00e0o ho\u1ea1t \u0111\u1ed9ng v\u00e0 \u0111\u1ea7u ra (outputs), nh\u01b0 s\u1ed1 tin b\u00e0i, \u0111\u1ed9 ph\u1ee7 qu\u1ea3ng c\u00e1o, s\u1ed1 b\u00e0i \u0111\u0103ng m\u1ea1ng x\u00e3 h\u1ed9i. \u00d4ng d\u1eabn kh\u1ea3o s\u00e1t European Communication Monitor 2015 v\u1edbi h\u01a1n 2.000 ng\u01b0\u1eddi l\u00e0m ngh\u1ec1 \u1edf ch\u00e2u \u00c2u: h\u01a1n 80% v\u1eabn d\u1ef1a v\u00e0o vi\u1ec7c \u0111\u1ebfm kh\u1ed1i l\u01b0\u1ee3ng tin b\u00e0i \u0111\u1ec3 \u0111\u00e1nh gi\u00e1 (d\u1eabn theo Macnamara, 2018).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Macnamara (2018) g\u1ecdi t\u00ean hai l\u1ed7i th\u01b0\u1eddng g\u1eb7p (l\u1ed7i th\u1ee9 nh\u1ea5t \u00f4ng d\u1eabn l\u1ea1i t\u1eeb Glen Broom):<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>L\u1ed7i thay th\u1ebf (substitution):<\/strong> l\u1ea5y s\u1ed1 \u0111o \u1edf t\u1ea7ng th\u1ea5p l\u00e0m b\u1eb1ng ch\u1ee9ng cho t\u1ea7ng cao h\u01a1n, v\u00ed d\u1ee5 b\u00e1o c\u00e1o &#8220;c\u00f3 50 b\u00e0i b\u00e1o \u0111\u0103ng&#8221; nh\u01b0 th\u1ec3 c\u00f4ng ch\u00fang \u0111\u00e3 thay \u0111\u1ed5i nh\u1eadn th\u1ee9c.<\/li>\n\n\n\n<li><strong>Ch\u1ec9 s\u1ed1 ph\u00f9 phi\u1ebfm (vanity metrics):<\/strong> s\u1ed1 ng\u01b0\u1eddi theo d\u00f5i, l\u01b0\u1ee3t th\u00edch. Nh\u1eefng con s\u1ed1 n\u00e0y d\u1ec5 t\u0103ng nh\u01b0ng kh\u00f4ng cho bi\u1ebft truy\u1ec1n th\u00f4ng c\u00f3 t\u00e1c \u0111\u1ed9ng hay kh\u00f4ng.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">B\u1ed9 nguy\u00ean t\u1eafc Barcelona 4.0 do AMEC (Hi\u1ec7p h\u1ed9i Qu\u1ed1c t\u1ebf v\u1ec1 \u0110o l\u01b0\u1eddng v\u00e0 \u0110\u00e1nh gi\u00e1 Truy\u1ec1n th\u00f4ng) c\u00f4ng b\u1ed1 n\u0103m 2025 c\u0169ng nh\u1ea5n m\u1ea1nh: \u0111\u00e1nh gi\u00e1 ph\u1ea3i b\u00e1o c\u00e1o \u0111\u1ea7u ra, k\u1ebft qu\u1ea3 v\u00e0 t\u00e1c \u0111\u1ed9ng g\u1eafn v\u1edbi t\u1ed5 ch\u1ee9c, v\u00e0 kh\u00f4ng d\u00f9ng c\u00e1c th\u01b0\u1edbc \u0111o kh\u00f4ng h\u1ee3p l\u1ec7 nh\u01b0 AVE, t\u1ee9c quy \u0111\u1ed5i tin b\u00e0i ra &#8220;gi\u00e1 tr\u1ecb t\u01b0\u01a1ng \u0111\u01b0\u01a1ng qu\u1ea3ng c\u00e1o&#8221; (AMEC, 2025; Stoeckle, 2025).<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u0110o hi\u1ec7u qu\u1ea3 truy\u1ec1n th\u00f4ng \u1edf nh\u1eefng t\u1ea7ng n\u00e0o?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">C\u00f3 th\u1ec3 \u0111o \u1edf 5 t\u1ea7ng, t\u1eeb vi\u1ec7c \u0111\u00e3 l\u00e0m \u0111\u1ebfn thay \u0111\u1ed5i th\u1eadt s\u1ef1 m\u00e0 truy\u1ec1n th\u00f4ng t\u1ea1o ra. C\u00e1ch chia n\u00e0y theo chu tr\u00ecnh \u0111\u00e1nh gi\u00e1 c\u1ee7a GCS (2024); khung \u0111\u00e1nh gi\u00e1 t\u00edch h\u1ee3p c\u1ee7a AMEC d\u00f9ng tr\u00ecnh t\u1ef1 t\u01b0\u01a1ng t\u1ef1 v\u00e0 th\u00eam t\u1ea7ng ho\u1ea1t \u0111\u1ed9ng (activities) (AMEC, n.d.). C\u1ea3 hai \u0111i theo logic c\u1ee7a m\u00f4 h\u00ecnh logic ch\u01b0\u01a1ng tr\u00ecnh (program logic model) m\u00e0 Macnamara (2018) ph\u00e2n t\u00edch.<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th>T\u1ea7ng<\/th><th>C\u00e2u h\u1ecfi c\u1ea7n tr\u1ea3 l\u1eddi<\/th><th>V\u00ed d\u1ee5 ch\u1ec9 s\u1ed1<\/th><\/tr><\/thead><tbody><tr><td>\u0110\u1ea7u v\u00e0o (inputs)<\/td><td>\u0110\u00e3 chu\u1ea9n b\u1ecb g\u00ec: nghi\u00ean c\u1ee9u, \u0111\u1ed1i t\u01b0\u1ee3ng, ng\u00e2n s\u00e1ch?<\/td><td>S\u1ed1 li\u1ec7u n\u1ec1n (baseline), k\u1ebft qu\u1ea3 kh\u1ea3o s\u00e1t tr\u01b0\u1edbc chi\u1ebfn d\u1ecbch<\/td><\/tr><tr><td>\u0110\u1ea7u ra (outputs)<\/td><td>Th\u00f4ng \u0111i\u1ec7p \u0111\u00e3 \u0111\u1ebfn \u0111\u01b0\u1ee3c bao nhi\u00eau ng\u01b0\u1eddi?<\/td><td>L\u01b0\u1ee3t ti\u1ebfp c\u1eadn, l\u01b0\u1ee3t hi\u1ec3n th\u1ecb, s\u1ed1 b\u00e0i \u0111\u0103ng, s\u1ed1 ng\u01b0\u1eddi d\u1ef1 s\u1ef1 ki\u1ec7n<\/td><\/tr><tr><td>Ti\u1ebfp nh\u1eadn (out-takes)<\/td><td>C\u00f4ng ch\u00fang ch\u00fa \u00fd, hi\u1ec3u, ngh\u0129, c\u1ea3m th\u1ea5y g\u00ec?<\/td><td>M\u1ee9c \u0111\u1ed9 ghi nh\u1edb, m\u1ee9c \u0111\u1ed9 hi\u1ec3u, t\u01b0\u01a1ng t\u00e1c v\u1edbi n\u1ed9i dung, \u00fd \u0111\u1ecbnh h\u00e0nh \u0111\u1ed9ng<\/td><\/tr><tr><td>K\u1ebft qu\u1ea3 (outcomes)<\/td><td>C\u00f4ng ch\u00fang \u0111\u00e3 l\u00e0m g\u00ec kh\u00e1c \u0111i?<\/td><td>S\u1ed1 ng\u01b0\u1eddi \u0111\u0103ng k\u00fd, mua th\u1eed, \u0111\u1ebfn c\u1eeda h\u00e0ng, thay \u0111\u1ed5i h\u00e0nh vi<\/td><\/tr><tr><td>T\u00e1c \u0111\u1ed9ng (impact)<\/td><td>T\u1ed5 ch\u1ee9c \u0111\u1ea1t \u0111\u01b0\u1ee3c g\u00ec?<\/td><td>Doanh s\u1ed1, uy t\u00edn, quan h\u1ec7 m\u1edbi, so s\u00e1nh v\u1edbi KPI v\u00e0 m\u1ee5c ti\u00eau ban \u0111\u1ea7u<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><em>T\u1ed5ng h\u1ee3p t\u1eeb AMEC (n.d.) v\u00e0 GCS (2024).<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">L\u01b0u \u00fd ranh gi\u1edbi gi\u1eefa t\u1ea7ng 3 v\u00e0 t\u1ea7ng 4. GCS (2024) ph\u00e2n bi\u1ec7t r\u00f5: t\u1ea7ng ti\u1ebfp nh\u1eadn n\u00f3i v\u1ec1 \u0111i\u1ec1u c\u00f4ng ch\u00fang ngh\u0129, c\u1ea3m th\u1ea5y ho\u1eb7c d\u1ef1 \u0111\u1ecbnh l\u00e0m; t\u1ea7ng k\u1ebft qu\u1ea3 n\u00f3i v\u1ec1 h\u00e0nh vi th\u1ef1c t\u1ebf. M\u1ed9t ng\u01b0\u1eddi b\u1ea5m &#8220;th\u00edch&#8221; video gi\u1edbi thi\u1ec7u qu\u00e1n m\u1edbi ch\u01b0a c\u00f3 ngh\u0129a l\u00e0 ng\u01b0\u1eddi \u0111\u00f3 s\u1ebd gh\u00e9 qu\u00e1n.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Reach, impressions v\u00e0 CTR kh\u00e1c nhau th\u1ebf n\u00e0o?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Ba ch\u1ec9 s\u1ed1 n\u00e0y \u0111\u1ec1u thu\u1ed9c t\u1ea7ng \u0111\u1ea7u ra ho\u1eb7c ti\u1ebfp nh\u1eadn, v\u00e0 hay b\u1ecb d\u00f9ng l\u1eabn l\u1ed9n:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>L\u01b0\u1ee3t hi\u1ec3n th\u1ecb (impressions):<\/strong> s\u1ed1 l\u1ea7n n\u1ed9i dung \u0111\u01b0\u1ee3c hi\u1ec3n th\u1ecb. M\u1ed9t ng\u01b0\u1eddi th\u1ea5y qu\u1ea3ng c\u00e1o 3 l\u1ea7n tr\u00ean 3 thi\u1ebft b\u1ecb t\u1ea1o ra 3 l\u01b0\u1ee3t hi\u1ec3n th\u1ecb (Google, n.d.-d).<\/li>\n\n\n\n<li><strong>L\u01b0\u1ee3t ti\u1ebfp c\u1eadn (reach):<\/strong> s\u1ed1 ng\u01b0\u1eddi kh\u00e1c nhau \u0111\u00e3 th\u1ea5y n\u1ed9i dung. Tr\u01b0\u1eddng h\u1ee3p tr\u00ean ch\u1ec9 t\u00ednh l\u00e0 1 ng\u01b0\u1eddi (Google, n.d.-d).<\/li>\n\n\n\n<li><strong>T\u1ef7 l\u1ec7 nh\u1ea5p (CTR, clickthrough rate):<\/strong> s\u1ed1 l\u01b0\u1ee3t nh\u1ea5p chia cho s\u1ed1 l\u01b0\u1ee3t hi\u1ec3n th\u1ecb. V\u00ed d\u1ee5 5 l\u01b0\u1ee3t nh\u1ea5p tr\u00ean 100 l\u01b0\u1ee3t hi\u1ec3n th\u1ecb cho CTR 5% (Google, n.d.-a).<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">V\u00ec v\u1eady, n\u1ebfu m\u1ee5c ti\u00eau l\u00e0 &#8220;\u0111\u1ec3 nhi\u1ec1u ng\u01b0\u1eddi bi\u1ebft \u0111\u1ebfn&#8221;, l\u01b0\u1ee3t ti\u1ebfp c\u1eadn ph\u00f9 h\u1ee3p h\u01a1n l\u01b0\u1ee3t hi\u1ec3n th\u1ecb. L\u01b0\u1ee3t hi\u1ec3n th\u1ecb cao m\u00e0 l\u01b0\u1ee3t ti\u1ebfp c\u1eadn th\u1ea5p ngh\u0129a l\u00e0 c\u00f9ng m\u1ed9t nh\u00f3m nh\u1ecf th\u1ea5y n\u1ed9i dung nhi\u1ec1u l\u1ea7n.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">M\u1ed7i n\u1ec1n t\u1ea3ng s\u1ed1 c\u00f3 nh\u1eefng ch\u1ec9 s\u1ed1 n\u00e0o \u0111\u1ec3 ch\u1ecdn l\u00e0m KPI?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">M\u1ed7i n\u1ec1n t\u1ea3ng c\u00f3 b\u1ed9 ch\u1ec9 s\u1ed1 ri\u00eang, nh\u01b0ng \u0111\u1ec1u x\u1ebfp \u0111\u01b0\u1ee3c v\u00e0o 5 t\u1ea7ng \u1edf tr\u00ean. B\u1ea3ng d\u01b0\u1edbi \u0111\u00e2y t\u1ed5ng h\u1ee3p c\u00e1c ch\u1ec9 s\u1ed1 ph\u1ed5 bi\u1ebfn theo \u0111\u1ecbnh ngh\u0129a c\u1ee7a ch\u00ednh n\u1ec1n t\u1ea3ng (ho\u1eb7c ngu\u1ed3n h\u1ecdc thu\u1eadt khi t\u00e0i li\u1ec7u ch\u00ednh th\u1ee9c kh\u00f4ng m\u1edf \u0111\u01b0\u1ee3c). C\u1ed9t &#8220;T\u1ea7ng&#8221; gi\u00fap b\u1ea1n bi\u1ebft ch\u1ec9 s\u1ed1 \u0111\u00f3 tr\u1ea3 l\u1eddi c\u00e2u h\u1ecfi n\u00e0o.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">TikTok<\/h3>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th>Ch\u1ec9 s\u1ed1<\/th><th>\u00dd ngh\u0129a<\/th><th>T\u1ea7ng<\/th><\/tr><\/thead><tbody><tr><td>L\u01b0\u1ee3t xem video (video views)<\/td><td>S\u1ed1 l\u1ea7n video b\u1eaft \u0111\u1ea7u ph\u00e1t, kh\u00f4ng t\u00ednh ph\u00e1t l\u1ea1i (TikTok, n.d.)<\/td><td>\u0110\u1ea7u ra<\/td><\/tr><tr><td>L\u01b0\u1ee3t xem 2 gi\u00e2y, 6 gi\u00e2y<\/td><td>S\u1ed1 l\u1ea7n video ph\u00e1t \u00edt nh\u1ea5t 2 ho\u1eb7c 6 gi\u00e2y trong m\u1ed9t l\u1ea7n hi\u1ec3n th\u1ecb (TikTok, n.d.)<\/td><td>\u0110\u1ea7u ra, ti\u1ebfp nh\u1eadn<\/td><\/tr><tr><td>L\u01b0\u1ee3t xem \u0111\u1ebfn 25%, 50%, 75%, 100%<\/td><td>S\u1ed1 l\u1ea7n video \u0111\u01b0\u1ee3c ph\u00e1t \u00edt nh\u1ea5t \u0111\u1ebfn m\u1ed1c \u0111\u00f3 c\u1ee7a th\u1eddi l\u01b0\u1ee3ng (TikTok, n.d.)<\/td><td>Ti\u1ebfp nh\u1eadn<\/td><\/tr><tr><td>Th\u1eddi gian xem trung b\u00ecnh (average watch time)<\/td><td>Trung b\u00ecnh ng\u01b0\u1eddi xem \u1edf l\u1ea1i bao l\u00e2u, cho bi\u1ebft h\u1ecd r\u1eddi \u0111i \u1edf \u0111\u00e2u (parrotaudrey, 2024)<\/td><td>Ti\u1ebfp nh\u1eadn<\/td><\/tr><tr><td>T\u1ed5ng ng\u01b0\u1eddi xem (total viewers)<\/td><td>S\u1ed1 t\u00e0i kho\u1ea3n \u0111\u00e3 xem; kh\u00e1c l\u01b0\u1ee3t xem v\u00ec m\u1ed9t ng\u01b0\u1eddi c\u00f3 th\u1ec3 xem nhi\u1ec1u l\u1ea7n (parrotaudrey, 2024)<\/td><td>\u0110\u1ea7u ra<\/td><\/tr><tr><td>Ng\u01b0\u1eddi theo d\u00f5i m\u1edbi<\/td><td>S\u1ed1 ng\u01b0\u1eddi theo d\u00f5i t\u00e0i kho\u1ea3n sau khi xem video (parrotaudrey, 2024)<\/td><td>K\u1ebft qu\u1ea3<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Facebook<\/h3>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th>Ch\u1ec9 s\u1ed1<\/th><th>\u00dd ngh\u0129a<\/th><th>T\u1ea7ng<\/th><\/tr><\/thead><tbody><tr><td>L\u01b0\u1ee3t xem (views)<\/td><td>S\u1ed1 l\u1ea7n n\u1ed9i dung (video, b\u00e0i \u0111\u0103ng, tin, qu\u1ea3ng c\u00e1o) \u0111\u01b0\u1ee3c ph\u00e1t ho\u1eb7c hi\u1ec3n th\u1ecb (Meta, n.d.-a)<\/td><td>\u0110\u1ea7u ra<\/td><\/tr><tr><td>Ng\u01b0\u1eddi xem (viewers)<\/td><td>S\u1ed1 ng\u01b0\u1eddi kh\u00e1c nhau \u0111\u00e3 xem n\u1ed9i dung c\u1ee7a trang ho\u1eb7c b\u00e0i \u0111\u0103ng (Meta, n.d.-a)<\/td><td>\u0110\u1ea7u ra<\/td><\/tr><tr><td>L\u01b0\u1ee3t t\u01b0\u01a1ng t\u00e1c v\u1edbi b\u00e0i \u0111\u0103ng<\/td><td>S\u1ed1 l\u1ea7n ng\u01b0\u1eddi d\u00f9ng t\u01b0\u01a1ng t\u00e1c qua c\u1ea3m x\u00fac, b\u00ecnh lu\u1eadn, chia s\u1ebb&#8230; (Meta, n.d.-a)<\/td><td>Ti\u1ebfp nh\u1eadn<\/td><\/tr><tr><td>L\u01b0\u1ee3t nh\u1ea5p v\u00e0o b\u00e0i \u0111\u0103ng<\/td><td>S\u1ed1 l\u1ea7n ng\u01b0\u1eddi d\u00f9ng nh\u1ea5p v\u00e0o b\u00e0i \u0111\u0103ng (Meta, n.d.-a)<\/td><td>Ti\u1ebfp nh\u1eadn<\/td><\/tr><tr><td>L\u01b0\u1ee3t xem video<\/td><td>S\u1ed1 l\u1ea7n video \u0111\u01b0\u1ee3c ph\u00e1t \u00edt nh\u1ea5t 3 gi\u00e2y (Meta, n.d.-a)<\/td><td>\u0110\u1ea7u ra<\/td><\/tr><tr><td>L\u01b0\u1ee3t theo d\u00f5i trang<\/td><td>S\u1ed1 ng\u01b0\u1eddi theo d\u00f5i tr\u1eeb s\u1ed1 ng\u01b0\u1eddi b\u1ecf theo d\u00f5i (Meta, n.d.-a)<\/td><td>K\u1ebft qu\u1ea3<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">L\u01b0u \u00fd: t\u1eeb ng\u00e0y 15\/11\/2025, Meta thay ch\u1ec9 s\u1ed1 &#8220;l\u01b0\u1ee3t hi\u1ec3n th\u1ecb&#8221; (impressions) b\u1eb1ng &#8220;l\u01b0\u1ee3t xem&#8221; (views) (Lin, 2025). Nhi\u1ec1u t\u00e0i li\u1ec7u c\u0169 v\u1eabn d\u00f9ng ch\u1eef impressions, n\u00ean khi \u0111\u1eb7t KPI cho Facebook h\u00e3y d\u00f9ng \u0111\u00fang t\u00ean ch\u1ec9 s\u1ed1 \u0111ang hi\u1ec3n th\u1ecb trong Meta Business Suite.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Threads<\/h3>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th>Ch\u1ec9 s\u1ed1<\/th><th>\u00dd ngh\u0129a<\/th><th>T\u1ea7ng<\/th><\/tr><\/thead><tbody><tr><td>L\u01b0\u1ee3t xem<\/td><td>S\u1ed1 l\u1ea7n b\u00e0i \u0111\u0103ng \u0111\u01b0\u1ee3c ph\u00e1t ho\u1eb7c hi\u1ec3n th\u1ecb; \u1edf c\u1ea5p t\u00e0i kho\u1ea3n l\u00e0 s\u1ed1 l\u1ea7n h\u1ed3 s\u01a1 \u0111\u01b0\u1ee3c xem (Meta, n.d.-b)<\/td><td>\u0110\u1ea7u ra<\/td><\/tr><tr><td>L\u01b0\u1ee3t th\u00edch, tr\u1ea3 l\u1eddi<\/td><td>S\u1ed1 l\u01b0\u1ee3t th\u00edch v\u00e0 tr\u1ea3 l\u1eddi b\u00e0i \u0111\u0103ng (Meta, n.d.-b)<\/td><td>Ti\u1ebfp nh\u1eadn<\/td><\/tr><tr><td>\u0110\u0103ng l\u1ea1i (reposts), tr\u00edch d\u1eabn (quotes), chia s\u1ebb<\/td><td>S\u1ed1 l\u1ea7n b\u00e0i \u0111\u0103ng \u0111\u01b0\u1ee3c ng\u01b0\u1eddi kh\u00e1c lan truy\u1ec1n l\u1ea1i (Meta, n.d.-b)<\/td><td>Ti\u1ebfp nh\u1eadn<\/td><\/tr><tr><td>S\u1ed1 ng\u01b0\u1eddi theo d\u00f5i<\/td><td>T\u1ed5ng s\u1ed1 ng\u01b0\u1eddi theo d\u00f5i t\u00e0i kho\u1ea3n Threads (Meta, n.d.-b)<\/td><td>K\u1ebft qu\u1ea3<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">YouTube<\/h3>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th>Ch\u1ec9 s\u1ed1<\/th><th>\u00dd ngh\u0129a<\/th><th>T\u1ea7ng<\/th><\/tr><\/thead><tbody><tr><td>T\u1ef7 l\u1ec7 nh\u1ea5p t\u1eeb l\u01b0\u1ee3t hi\u1ec3n th\u1ecb (impressions CTR)<\/td><td>M\u1ee9c \u0111\u1ed9 ng\u01b0\u1eddi d\u00f9ng xem video sau khi th\u1ea5y h\u00ecnh thu nh\u1ecf \u0111\u01b0\u1ee3c t\u00ednh l\u00e0 l\u01b0\u1ee3t hi\u1ec3n th\u1ecb (YouTube, n.d.-a)<\/td><td>Ti\u1ebfp nh\u1eadn<\/td><\/tr><tr><td>Th\u1eddi gian xem (watch time)<\/td><td>T\u1ed5ng th\u1eddi gian ng\u01b0\u1eddi xem \u0111\u00e3 xem video (YouTube, n.d.-b)<\/td><td>Ti\u1ebfp nh\u1eadn<\/td><\/tr><tr><td>Th\u1eddi l\u01b0\u1ee3ng xem trung b\u00ecnh (average view duration)<\/td><td>S\u1ed1 ph\u00fat xem trung b\u00ecnh c\u1ee7a nh\u1eefng ng\u01b0\u1eddi \u1edf l\u1ea1i xem (YouTube, n.d.-b)<\/td><td>Ti\u1ebfp nh\u1eadn<\/td><\/tr><tr><td>Ng\u01b0\u1eddi \u0111\u0103ng k\u00fd (subscribers)<\/td><td>S\u1ed1 ng\u01b0\u1eddi \u0111\u0103ng k\u00fd k\u00eanh (YouTube, n.d.-b)<\/td><td>K\u1ebft qu\u1ea3<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Website (Google Analytics 4)<\/h3>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th>Ch\u1ec9 s\u1ed1<\/th><th>\u00dd ngh\u0129a<\/th><th>T\u1ea7ng<\/th><\/tr><\/thead><tbody><tr><td>Phi\u00ean t\u01b0\u01a1ng t\u00e1c (engaged session)<\/td><td>Phi\u00ean k\u00e9o d\u00e0i h\u01a1n 10 gi\u00e2y, ho\u1eb7c c\u00f3 s\u1ef1 ki\u1ec7n ch\u00ednh, ho\u1eb7c c\u00f3 t\u1eeb 2 l\u01b0\u1ee3t xem trang tr\u1edf l\u00ean (Google, n.d.-c)<\/td><td>Ti\u1ebfp nh\u1eadn<\/td><\/tr><tr><td>T\u1ef7 l\u1ec7 t\u01b0\u01a1ng t\u00e1c (engagement rate)<\/td><td>Ph\u1ea7n tr\u0103m phi\u00ean t\u01b0\u01a1ng t\u00e1c tr\u00ean t\u1ed5ng s\u1ed1 phi\u00ean; t\u1ef7 l\u1ec7 tho\u00e1t l\u00e0 ph\u1ea7n c\u00f2n l\u1ea1i (Google, n.d.-c)<\/td><td>Ti\u1ebfp nh\u1eadn<\/td><\/tr><tr><td>S\u1ef1 ki\u1ec7n ch\u00ednh (key events)<\/td><td>H\u00e0nh \u0111\u1ed9ng \u0111\u1eb7c bi\u1ec7t quan tr\u1ecdng v\u1edbi m\u1ee5c ti\u00eau, v\u00ed d\u1ee5 ho\u00e0n t\u1ea5t bi\u1ec3u m\u1eabu \u0111\u0103ng k\u00fd (Google, n.d.-b)<\/td><td>K\u1ebft qu\u1ea3<\/td><\/tr><tr><td>T\u1ef7 l\u1ec7 nh\u1ea5p (CTR) t\u1eeb qu\u1ea3ng c\u00e1o<\/td><td>S\u1ed1 l\u01b0\u1ee3t nh\u1ea5p chia cho s\u1ed1 l\u01b0\u1ee3t hi\u1ec3n th\u1ecb qu\u1ea3ng c\u00e1o (Google, n.d.-a)<\/td><td>Ti\u1ebfp nh\u1eadn<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Hai \u0111i\u1ec1u c\u1ea7n nh\u1edb khi d\u00f9ng c\u00e1c b\u1ea3ng tr\u00ean. Th\u1ee9 nh\u1ea5t, c\u00f9ng m\u1ed9t t\u00ean g\u1ecdi nh\u01b0ng m\u1ed7i n\u1ec1n t\u1ea3ng t\u00ednh kh\u00e1c nhau: TikTok t\u00ednh &#8220;l\u01b0\u1ee3t xem video&#8221; t\u1eeb l\u00fac video b\u1eaft \u0111\u1ea7u ph\u00e1t (TikTok, n.d.), c\u00f2n Facebook t\u00ednh l\u01b0\u1ee3t xem video t\u1eeb 3 gi\u00e2y (Meta, n.d.-a). V\u00ec v\u1eady kh\u00f4ng n\u00ean c\u1ed9ng ho\u1eb7c so s\u00e1nh tr\u1ef1c ti\u1ebfp l\u01b0\u1ee3t xem gi\u1eefa c\u00e1c n\u1ec1n t\u1ea3ng. Th\u1ee9 hai, n\u1ec1n t\u1ea3ng thay \u0111\u1ed5i t\u00ean v\u00e0 c\u00e1ch t\u00ednh ch\u1ec9 s\u1ed1 theo th\u1eddi gian, nh\u01b0 vi\u1ec7c Meta b\u1ecf &#8220;impressions&#8221; (Lin, 2025). Tr\u01b0\u1edbc khi ch\u1ea1y chi\u1ebfn d\u1ecbch, h\u00e3y ki\u1ec3m tra l\u1ea1i \u0111\u1ecbnh ngh\u0129a trong c\u00f4ng c\u1ee5 th\u1ed1ng k\u00ea c\u1ee7a ch\u00ednh n\u1ec1n t\u1ea3ng.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">C\u00e1ch ch\u1ecdn KPI cho m\u1ed9t chi\u1ebfn d\u1ecbch nh\u1ecf: 5 b\u01b0\u1edbc<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">B\u01b0\u1edbc 1: Vi\u1ebft m\u1ee5c ti\u00eau SMART, k\u00e8m m\u1ed1c n\u1ec1n<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">KPI ch\u1ec9 c\u00f3 ngh\u0129a khi m\u1ee5c ti\u00eau \u0111\u1ee7 r\u00f5. GCS (2024) khuy\u1ebfn ngh\u1ecb m\u1ee5c ti\u00eau theo nguy\u00ean t\u1eafc SMART: c\u1ee5 th\u1ec3 (Specific), \u0111o \u0111\u01b0\u1ee3c (Measurable), kh\u1ea3 thi (Achievable), ph\u00f9 h\u1ee3p (Relevant) v\u00e0 c\u00f3 th\u1eddi h\u1ea1n (Time-bound). B\u1ed9 h\u01b0\u1edbng d\u1eabn c\u00f2n y\u00eau c\u1ea7u x\u00e1c \u0111\u1ecbnh m\u1ed1c n\u1ec1n (baseline), t\u1ee9c t\u00ecnh h\u00ecnh hi\u1ec7n t\u1ea1i khi ch\u01b0a c\u00f3 chi\u1ebfn d\u1ecbch, \u0111\u1ec3 bi\u1ebft thay \u0111\u1ed5i bao nhi\u00eau l\u00e0 nh\u1edd truy\u1ec1n th\u00f4ng.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">V\u00ed d\u1ee5 ch\u01b0a \u0111\u1ea1t: &#8220;T\u0103ng nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u.&#8221; V\u00ed d\u1ee5 t\u1ed1t h\u01a1n: &#8220;Trong 6 tu\u1ea7n, t\u0103ng s\u1ed1 kh\u00e1ch d\u00f9ng m\u00e3 \u01b0u \u0111\u00e3i t\u1eeb TikTok t\u1eeb 0 l\u00ean 150 l\u01b0\u1ee3t.&#8221;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">B\u01b0\u1edbc 2: X\u00e1c \u0111\u1ecbnh m\u1ee5c ti\u00eau n\u1eb1m \u1edf t\u1ea7ng n\u00e0o<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">\u0110\u1eb7t t\u1eebng m\u1ee5c ti\u00eau v\u00e0o b\u1ea3ng 5 t\u1ea7ng \u1edf tr\u00ean. M\u1ee5c ti\u00eau &#8220;nhi\u1ec1u ng\u01b0\u1eddi bi\u1ebft&#8221; thu\u1ed9c t\u1ea7ng \u0111\u1ea7u ra ho\u1eb7c ti\u1ebfp nh\u1eadn; m\u1ee5c ti\u00eau &#8220;kh\u00e1ch \u0111\u1ebfn mua&#8221; thu\u1ed9c t\u1ea7ng k\u1ebft qu\u1ea3. KPI ph\u1ea3i \u0111\u01b0\u1ee3c ch\u1ecdn \u1edf \u0111\u00fang t\u1ea7ng c\u1ee7a m\u1ee5c ti\u00eau, n\u1ebfu kh\u00f4ng b\u1ea1n s\u1ebd m\u1eafc l\u1ed7i thay th\u1ebf m\u00e0 Macnamara (2018) c\u1ea3nh b\u00e1o.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">B\u01b0\u1edbc 3: M\u1ed7i m\u1ee5c ti\u00eau ch\u1ecdn 1-2 KPI ch\u00ednh<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">\u0110\u1eebng bi\u1ebfn c\u1ea3 b\u1ea3ng ch\u1ec9 s\u1ed1 c\u1ee7a n\u1ec1n t\u1ea3ng th\u00e0nh KPI. V\u1edbi m\u1ed7i m\u1ee5c ti\u00eau, ch\u1ecdn 1-2 ch\u1ec9 s\u1ed1 tr\u1ea3 l\u1eddi tr\u1ef1c ti\u1ebfp c\u00e2u h\u1ecfi &#8220;\u0111\u00e3 \u0111\u1ea1t ch\u01b0a?&#8221;. C\u00e1c ch\u1ec9 s\u1ed1 c\u00f2n l\u1ea1i v\u1eabn theo d\u00f5i \u0111\u1ec3 gi\u1ea3i th\u00edch k\u1ebft qu\u1ea3, nh\u01b0ng kh\u00f4ng d\u00f9ng \u0111\u1ec3 k\u1ebft lu\u1eadn th\u00e0nh c\u00f4ng.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">B\u01b0\u1edbc 4: \u0110\u1eb7t ch\u1ec9 ti\u00eau, ngu\u1ed3n d\u1eef li\u1ec7u v\u00e0 l\u1ecbch \u0111o<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">M\u1ed7i KPI c\u1ea7n ghi r\u00f5: con s\u1ed1 ch\u1ec9 ti\u00eau, l\u1ea5y d\u1eef li\u1ec7u t\u1eeb \u0111\u00e2u (c\u00f4ng c\u1ee5 th\u1ed1ng k\u00ea c\u1ee7a n\u1ec1n t\u1ea3ng, phi\u1ebfu kh\u1ea3o s\u00e1t, s\u1ed1 m\u00e3 \u01b0u \u0111\u00e3i \u0111\u00e3 d\u00f9ng), v\u00e0 \u0111o v\u00e0o l\u00fac n\u00e0o. Ch\u1ec9 ti\u00eau n\u00ean th\u00e1ch th\u1ee9c nh\u01b0ng th\u1ef1c t\u1ebf (GCS, 2024). N\u1ebfu ch\u01b0a c\u00f3 s\u1ed1 li\u1ec7u \u0111\u1ec3 \u01b0\u1edbc t\u00ednh, h\u00e3y ghi r\u00f5 \u0111\u00f3 l\u00e0 ch\u1ec9 ti\u00eau d\u1ef1 ki\u1ebfn v\u00e0 s\u1ebd \u0111i\u1ec1u ch\u1ec9nh sau tu\u1ea7n \u0111\u1ea7u.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">B\u01b0\u1edbc 5: K\u1ebft h\u1ee3p s\u1ed1 li\u1ec7u \u0111\u1ecbnh l\u01b0\u1ee3ng v\u00e0 \u0111\u1ecbnh t\u00ednh<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Nguy\u00ean t\u1eafc Barcelona 4.0 y\u00eau c\u1ea7u \u0111\u00e1nh gi\u00e1 k\u1ebft h\u1ee3p ph\u00e2n t\u00edch \u0111\u1ecbnh l\u01b0\u1ee3ng v\u00e0 \u0111\u1ecbnh t\u00ednh (AMEC, 2025; Stoeckle, 2025). Con s\u1ed1 cho bi\u1ebft &#8220;bao nhi\u00eau&#8221;, c\u00f2n b\u00ecnh lu\u1eadn, ph\u1ecfng v\u1ea5n ng\u1eafn hay c\u00e2u tr\u1ea3 l\u1eddi m\u1edf trong kh\u1ea3o s\u00e1t cho bi\u1ebft &#8220;v\u00ec sao&#8221;. M\u1ed9t chi\u1ebfn d\u1ecbch c\u00f3 l\u01b0\u1ee3t xem cao nh\u01b0ng b\u00ecnh lu\u1eadn to\u00e0n h\u1ecfi &#8220;qu\u00e1n \u1edf \u0111\u00e2u?&#8221; \u0111ang b\u00e1o hi\u1ec7u th\u00f4ng tin \u0111\u1ecba ch\u1ec9 ch\u01b0a r\u00f5.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">V\u00ed d\u1ee5: b\u1ed9 KPI cho \u0111\u1ee3t &#8220;ch\u1ea1y th\u1eed&#8221; 6 tu\u1ea7n tr\u00ean TikTok<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">V\u00ed d\u1ee5 d\u01b0\u1edbi \u0111\u00e2y l\u00e0 <strong>gi\u1ea3 \u0111\u1ecbnh<\/strong>, d\u00f9ng \u0111\u1ec3 minh h\u1ecda c\u00e1ch \u00e1p d\u1ee5ng 5 b\u01b0\u1edbc. M\u1ed9t nh\u00f3m l\u00e0m truy\u1ec1n th\u00f4ng \u0111\u1ec1 xu\u1ea5t qu\u1ea3ng b\u00e1 m\u00f3n m\u1edbi c\u1ee7a m\u1ed9t qu\u00e1n c\u00e0 ph\u00ea nh\u1ecf, ch\u1ea1y th\u1eed 6 tu\u1ea7n tr\u00ean TikTok v\u1edbi ng\u00e2n s\u00e1ch nh\u1ecf.<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th>M\u1ee5c ti\u00eau (SMART)<\/th><th>T\u1ea7ng<\/th><th>KPI ch\u00ednh<\/th><th>Ngu\u1ed3n d\u1eef li\u1ec7u<\/th><\/tr><\/thead><tbody><tr><td>Trong 6 tu\u1ea7n, video gi\u1edbi thi\u1ec7u m\u00f3n m\u1edbi \u0111\u1ea1t 20.000 ng\u01b0\u1eddi xem<\/td><td>\u0110\u1ea7u ra<\/td><td>T\u1ed5ng ng\u01b0\u1eddi xem (total viewers)<\/td><td>Th\u1ed1ng k\u00ea TikTok<\/td><\/tr><tr><td>\u00cdt nh\u1ea5t 40% ng\u01b0\u1eddi \u0111\u01b0\u1ee3c h\u1ecfi t\u1ea1i qu\u00e1n nh\u1edb \u0111\u00fang t\u00ean m\u00f3n m\u1edbi<\/td><td>Ti\u1ebfp nh\u1eadn<\/td><td>T\u1ef7 l\u1ec7 nh\u1edb \u0111\u00fang t\u00ean m\u00f3n<\/td><td>Kh\u1ea3o s\u00e1t ng\u1eafn t\u1ea1i qu\u00e1n, tu\u1ea7n 3 v\u00e0 tu\u1ea7n 6<\/td><\/tr><tr><td>C\u00f3 150 l\u01b0\u1ee3t kh\u00e1ch d\u00f9ng m\u00e3 \u01b0u \u0111\u00e3i ghi trong video<\/td><td>K\u1ebft qu\u1ea3<\/td><td>S\u1ed1 m\u00e3 \u01b0u \u0111\u00e3i \u0111\u00e3 d\u00f9ng<\/td><td>S\u1ed5 ghi nh\u1eadn c\u1ee7a qu\u00e1n<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Ch\u1ec9 s\u1ed1 theo d\u00f5i (kh\u00f4ng ph\u1ea3i KPI): l\u01b0\u1ee3t hi\u1ec3n th\u1ecb, l\u01b0\u1ee3t th\u00edch, th\u1eddi gian xem trung b\u00ecnh, n\u1ed9i dung b\u00ecnh lu\u1eadn. Nh\u00f3m d\u00f9ng c\u00e1c ch\u1ec9 s\u1ed1 n\u00e0y \u0111\u1ec3 \u0111i\u1ec1u ch\u1ec9nh n\u1ed9i dung gi\u1eefa ch\u1eebng.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Ng\u01b0\u1eddi m\u1edbi hay m\u1eafc l\u1ed7i g\u00ec khi \u0111\u1eb7t KPI?<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Li\u1ec7t k\u00ea qu\u00e1 nhi\u1ec1u KPI:<\/strong> 10-15 ch\u1ec9 s\u1ed1 cho m\u1ed9t chi\u1ebfn d\u1ecbch 6 tu\u1ea7n khi\u1ebfn b\u00e1o c\u00e1o r\u1ed1i v\u00e0 kh\u00f4ng tr\u1ea3 l\u1eddi \u0111\u01b0\u1ee3c c\u00e2u h\u1ecfi ch\u00ednh.<\/li>\n\n\n\n<li><strong>Ch\u1ec9 \u0111\u1eb7t KPI \u1edf t\u1ea7ng \u0111\u1ea7u ra:<\/strong> l\u01b0\u1ee3t xem, l\u01b0\u1ee3t th\u00edch nhi\u1ec1u nh\u01b0ng kh\u00f4ng \u0111o ai \u0111\u00e3 hi\u1ec3u, ai \u0111\u00e3 h\u00e0nh \u0111\u1ed9ng.<\/li>\n\n\n\n<li><strong>Kh\u00f4ng c\u00f3 m\u1ed1c n\u1ec1n:<\/strong> b\u00e1o c\u00e1o &#8220;t\u0103ng 300 ng\u01b0\u1eddi theo d\u00f5i&#8221; nh\u01b0ng kh\u00f4ng n\u00f3i tr\u01b0\u1edbc chi\u1ebfn d\u1ecbch l\u00e0 bao nhi\u00eau v\u00e0 m\u1ee9c t\u0103ng t\u1ef1 nhi\u00ean l\u00e0 bao nhi\u00eau.<\/li>\n\n\n\n<li><strong>Con s\u1ed1 kh\u00f4ng c\u00f3 ngu\u1ed3n \u0111o:<\/strong> \u0111\u1eb7t ch\u1ec9 ti\u00eau &#8220;t\u0103ng 20% nh\u1eadn di\u1ec7n&#8221; nh\u01b0ng kh\u00f4ng c\u00f3 kh\u1ea3o s\u00e1t tr\u01b0\u1edbc v\u00e0 sau \u0111\u1ec3 \u0111o.<\/li>\n\n\n\n<li><strong>Quy \u0111\u1ed5i tin b\u00e0i th\u00e0nh &#8220;gi\u00e1 tr\u1ecb qu\u1ea3ng c\u00e1o&#8221;:<\/strong> \u0111\u00e2y l\u00e0 AVE, th\u01b0\u1edbc \u0111o m\u00e0 Barcelona 4.0 khuy\u1ebfn ngh\u1ecb kh\u00f4ng d\u00f9ng (AMEC, 2025).<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">C\u00e2u h\u1ecfi th\u01b0\u1eddng g\u1eb7p<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">KPI v\u00e0 m\u1ee5c ti\u00eau kh\u00e1c nhau th\u1ebf n\u00e0o?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">M\u1ee5c ti\u00eau l\u00e0 \u0111i\u1ec1u chi\u1ebfn d\u1ecbch mu\u1ed1n \u0111\u1ea1t \u0111\u01b0\u1ee3c; KPI l\u00e0 con s\u1ed1 d\u00f9ng \u0111\u1ec3 \u0111o xem \u0111\u00e3 \u0111\u1ea1t hay ch\u01b0a. M\u1ed9t m\u1ee5c ti\u00eau c\u00f3 th\u1ec3 c\u00f3 1-2 KPI.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">L\u01b0\u1ee3t th\u00edch c\u00f3 ph\u1ea3i l\u00e0 KPI kh\u00f4ng?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">C\u00f3 th\u1ec3, n\u1ebfu m\u1ee5c ti\u00eau l\u00e0 t\u0103ng t\u01b0\u01a1ng t\u00e1c v\u1edbi n\u1ed9i dung. Nh\u01b0ng n\u1ebfu m\u1ee5c ti\u00eau l\u00e0 kh\u00e1ch \u0111\u1ebfn mua h\u00e0ng, l\u01b0\u1ee3t th\u00edch ch\u1ec9 l\u00e0 ch\u1ec9 s\u1ed1 theo d\u00f5i. Macnamara (2018) x\u1ebfp s\u1ed1 ng\u01b0\u1eddi theo d\u00f5i v\u00e0 l\u01b0\u1ee3t th\u00edch v\u00e0o nh\u00f3m ch\u1ec9 s\u1ed1 d\u1ec5 g\u00e2y hi\u1ec3u l\u1ea7m v\u1ec1 hi\u1ec7u qu\u1ea3.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Chi\u1ebfn d\u1ecbch nh\u1ecf, kh\u00f4ng c\u00f3 ti\u1ec1n kh\u1ea3o s\u00e1t th\u00ec \u0111o t\u1ea7ng ti\u1ebfp nh\u1eadn b\u1eb1ng c\u00e1ch n\u00e0o?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">C\u00f3 th\u1ec3 d\u00f9ng kh\u1ea3o s\u00e1t ng\u1eafn b\u1eb1ng Google Forms, h\u1ecfi tr\u1ef1c ti\u1ebfp v\u00e0i c\u00e2u t\u1ea1i \u0111i\u1ec3m b\u00e1n, ho\u1eb7c ph\u00e2n t\u00edch n\u1ed9i dung b\u00ecnh lu\u1eadn. \u0110i\u1ec1u quan tr\u1ecdng l\u00e0 \u0111o tr\u01b0\u1edbc v\u00e0 sau chi\u1ebfn d\u1ecbch b\u1eb1ng c\u00f9ng m\u1ed9t c\u00e2u h\u1ecfi.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">M\u1ed9t chi\u1ebfn d\u1ecbch n\u00ean c\u00f3 bao nhi\u00eau KPI?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Kh\u00f4ng c\u00f3 con s\u1ed1 chu\u1ea9n. V\u1edbi chi\u1ebfn d\u1ecbch nh\u1ecf, m\u1ed7i m\u1ee5c ti\u00eau n\u00ean c\u00f3 1-2 KPI ch\u00ednh, v\u00e0 t\u1ed5ng s\u1ed1 m\u1ee5c ti\u00eau th\u01b0\u1eddng kh\u00f4ng nhi\u1ec1u. \u0110i\u1ec1u c\u1ea7n ki\u1ec3m tra l\u00e0 m\u1ed7i KPI c\u00f3 tr\u1ea3 l\u1eddi tr\u1ef1c ti\u1ebfp m\u1ed9t m\u1ee5c ti\u00eau hay kh\u00f4ng.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">K\u1ebft lu\u1eadn: \u0111\u1eb7t KPI l\u00e0 quy\u1ebft \u0111\u1ecbnh chi\u1ebfn l\u01b0\u1ee3c, kh\u00f4ng ph\u1ea3i b\u01b0\u1edbc \u0111i\u1ec1n s\u1ed1<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Ch\u1ecdn KPI bu\u1ed9c nh\u00f3m ph\u1ea3i tr\u1ea3 l\u1eddi r\u00f5 chi\u1ebfn d\u1ecbch mu\u1ed1n thay \u0111\u1ed5i \u0111i\u1ec1u g\u00ec \u1edf c\u00f4ng ch\u00fang. C\u00e1c khung \u0111\u00e1nh gi\u00e1 qu\u1ed1c t\u1ebf nh\u01b0 AMEC v\u00e0 GCS c\u00f9ng g\u1ee3i \u00fd m\u1ed9t tr\u00ecnh t\u1ef1: m\u1ee5c ti\u00eau SMART c\u00f3 m\u1ed1c n\u1ec1n, \u0111o \u0111\u00fang t\u1ea7ng, \u00edt KPI nh\u01b0ng g\u1eafn ch\u1eb7t v\u1edbi m\u1ee5c ti\u00eau, v\u00e0 k\u1ebft h\u1ee3p s\u1ed1 li\u1ec7u v\u1edbi ph\u1ea3n h\u1ed3i \u0111\u1ecbnh t\u00ednh. \u0110\u00e2y l\u00e0 c\u00e1c khung h\u01b0\u1edbng d\u1eabn th\u1ef1c h\u00e0nh, kh\u00f4ng ph\u1ea3i c\u00f4ng th\u1ee9c b\u1ea3o \u0111\u1ea3m th\u00e0nh c\u00f4ng; b\u1ea1n v\u1eabn c\u1ea7n \u0111i\u1ec1u ch\u1ec9nh theo quy m\u00f4, ng\u00e2n s\u00e1ch v\u00e0 d\u1eef li\u1ec7u th\u1ef1c t\u1ebf c\u1ee7a chi\u1ebfn d\u1ecbch.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">N\u1ebfu b\u1ea1n \u0111ang l\u1eadp k\u1ebf ho\u1ea1ch, c\u00f3 th\u1ec3 \u0111\u1ecdc th\u00eam <a href=\"https:\/\/dykhoa.com\/blog\/lap-ke-hoach-truyen-thong-theo-chuan-oasis\/\">c\u00e1ch l\u1eadp k\u1ebf ho\u1ea1ch truy\u1ec1n th\u00f4ng theo chu\u1ea9n OASIS<\/a> (KPI \u0111\u01b0\u1ee3c \u0111\u1eb7t \u1edf b\u01b0\u1edbc Scoring, t\u1ee9c \u0111\u00e1nh gi\u00e1, c\u1ee7a OASIS), <a href=\"https:\/\/dykhoa.com\/blog\/communication-brief-la-gi-cach-viet-ban-dinh-huong-truyen-thong\/\">c\u00e1ch vi\u1ebft communication brief<\/a> v\u00e0 <a href=\"https:\/\/dykhoa.com\/blog\/imc-la-gi-truyen-thong-marketing-tich-hop\/\">IMC l\u00e0 g\u00ec<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u0110\u00f4i l\u1eddi gi\u1edbi thi\u1ec7u<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">B\u00e0i vi\u1ebft n\u00e0y \u0111\u01b0\u1ee3c t\u1ed5ng h\u1ee3p b\u1edfi Nguy\u1ec5n Ho\u00e0ng Anh Khoa (Dy Khoa), gi\u1ea3ng vi\u00ean Khoa Quan h\u1ec7 c\u00f4ng ch\u00fang v\u00e0 Truy\u1ec1n th\u00f4ng, Tr\u01b0\u1eddng \u0110\u1ea1i h\u1ecdc V\u0103n Lang, v\u00e0 l\u00e0 ng\u01b0\u1eddi t\u1ed1t nghi\u1ec7p Th\u1ea1c s\u0129 Truy\u1ec1n th\u00f4ng Khoa h\u1ecdc v\u00e0 Thu h\u00fat C\u00f4ng ch\u00fang (Science Communication and Public Engagement) t\u1ea1i Universiti Malaya (UM), Malaysia. \u0110\u00e2y l\u00e0 l\u0129nh v\u1ef1c chuy\u00ean m\u00f4n c\u1ed1t l\u00f5i m\u00e0 anh \u0111\u01b0\u1ee3c \u0111\u00e0o t\u1ea1o b\u00e0i b\u1ea3n v\u00e0 ti\u1ebfp t\u1ee5c theo \u0111u\u1ed5i trong nghi\u00ean c\u1ee9u, gi\u1ea3ng d\u1ea1y v\u00e0 th\u1ef1c h\u00e0nh ngh\u1ec1 nghi\u1ec7p.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">N\u1ebfu b\u1ea1n th\u1ea5y b\u00e0i vi\u1ebft c\u00f3 sai s\u00f3t ho\u1eb7c mu\u1ed1n g\u00f3p \u00fd, vui l\u00f2ng g\u1eedi email v\u1ec1 hi@dykhoa.com.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">T\u00e0i li\u1ec7u tham kh\u1ea3o<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">AMEC. (n.d.). <em>AMEC integrated evaluation framework<\/em>. International Association for the Measurement and Evaluation of Communication. https:\/\/amecorg.com\/amecframework\/<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">AMEC. (2025). <em>Barcelona Principles 4.0<\/em>. International Association for the Measurement and Evaluation of Communication. https:\/\/amecorg.com\/barcelona-principles-4-0\/<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Google. (n.d.-a). <em>Clickthrough rate (CTR): Definition<\/em>. Google Ads Help. https:\/\/support.google.com\/google-ads\/answer\/2615875?hl=en<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Google. (n.d.-b). <em>Conversions vs. key events in Google Analytics<\/em>. Analytics Help. https:\/\/support.google.com\/analytics\/answer\/13965727?hl=en<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Google. (n.d.-c). <em>[GA4] Engagement rate and bounce rate<\/em>. Analytics Help. https:\/\/support.google.com\/analytics\/answer\/12195621?hl=en<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Google. (n.d.-d). <em>Unique Reach: Definition<\/em>. Google Ads Help. https:\/\/support.google.com\/google-ads\/answer\/9012727?hl=en<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Government Communication Service. (2024). <em>The GCS evaluation cycle<\/em>. Cabinet Office. https:\/\/www.communications.gov.uk\/publications\/gcs-evaluation-cycle<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Lin, L.-F. (2025, August 15). <em>Page Insights API updates<\/em>. Meta for Developers. https:\/\/developers.facebook.com\/blog\/post\/2025\/08\/15\/page-insights-api-updates\/<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Macnamara, J. (2018). A review of new evaluation models for strategic communication: Progress and gaps. <em>International Journal of Strategic Communication, 12<\/em>(2), 180\u2013195. https:\/\/doi.org\/10.1080\/1553118X.2018.1428978<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Meta. (n.d.-a). <em>Page insights<\/em>. Graph API reference, Meta for Developers. https:\/\/developers.facebook.com\/docs\/graph-api\/reference\/insights<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Meta. (n.d.-b). <em>Threads Insights API<\/em>. Meta for Developers. https:\/\/developers.facebook.com\/docs\/threads\/insights<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">parrotaudrey. (2024, March 22). <em>TikTok analytics \u2013 Understanding key metrics<\/em>. Digital HEC Montr\u00e9al. https:\/\/digital.hec.ca\/en\/blog\/tiktok-analytics-to-optimize-your-reach\/<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Stoeckle, T. (2025, June 25). <em>Launch of Barcelona Principles 4.0 for measurement and evaluation<\/em>. PR Academy. https:\/\/pracademy.co.uk\/insights\/launch-of-barcelona-principles-4-0-for-measurement-and-evaluation\/<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">TikTok. (n.d.). <em>Video play metrics<\/em>. TikTok Ads Manager Help Center. https:\/\/ads.tiktok.com\/help\/article\/video-play?lang=en<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">YouTube. (n.d.-a). <em>Impressions and click-through rate FAQ<\/em>. YouTube Help. https:\/\/support.google.com\/youtube\/answer\/7628154?hl=en-GB<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">YouTube. (n.d.-b). <em>Measure key moments for audience retention<\/em>. YouTube Help. https:\/\/support.google.com\/youtube\/answer\/9314415?hl=en<\/p>\n","protected":false},"excerpt":{"rendered":"<p>KPI truy\u1ec1n th\u00f4ng l\u00e0 g\u00ec? 5 t\u1ea7ng \u0111o l\u01b0\u1eddng theo AMEC v\u00e0 GCS, ch\u1ec9 s\u1ed1 tr\u00ean TikTok, Facebook, Threads, YouTube, website v\u00e0 5 b\u01b0\u1edbc ch\u1ecdn KPI cho chi\u1ebfn d\u1ecbch nh\u1ecf.<\/p>\n","protected":false},"author":1,"featured_media":885,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5,17],"tags":[326,323,465,463,462,464],"class_list":["post-877","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-thuc-hanh-marcom","category-tools-ky-nang","tag-amec","tag-barcelona-principles","tag-do-luong-hieu-qua","tag-do-luong-truyen-thong","tag-kpi","tag-smart"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>KPI truy\u1ec1n th\u00f4ng l\u00e0 g\u00ec? 5 b\u01b0\u1edbc ch\u1ecdn KPI \u0111\u00fang cho chi\u1ebfn d\u1ecbch<\/title>\n<meta name=\"description\" content=\"KPI truy\u1ec1n th\u00f4ng l\u00e0 g\u00ec? 5 t\u1ea7ng \u0111o l\u01b0\u1eddng theo AMEC v\u00e0 GCS, ch\u1ec9 s\u1ed1 tr\u00ean TikTok, Facebook, Threads, YouTube, website v\u00e0 KPI chi\u1ebfn d\u1ecbch nh\u1ecf.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/dykhoa.com\/blog\/kpi-truyen-thong-la-gi\/\" \/>\n<meta property=\"og:locale\" content=\"vi_VN\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"KPI truy\u1ec1n th\u00f4ng l\u00e0 g\u00ec? 5 b\u01b0\u1edbc ch\u1ecdn KPI \u0111\u00fang cho chi\u1ebfn d\u1ecbch\" \/>\n<meta property=\"og:description\" content=\"KPI truy\u1ec1n th\u00f4ng l\u00e0 g\u00ec? 5 t\u1ea7ng \u0111o l\u01b0\u1eddng theo AMEC v\u00e0 GCS, ch\u1ec9 s\u1ed1 tr\u00ean TikTok, Facebook, Threads, YouTube, website v\u00e0 KPI chi\u1ebfn d\u1ecbch nh\u1ecf.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/dykhoa.com\/blog\/kpi-truyen-thong-la-gi\/\" \/>\n<meta property=\"og:site_name\" content=\"Dy Khoa Blog\" \/>\n<meta property=\"article:author\" content=\"https:\/\/www.facebook.com\/zykhoa\/\" \/>\n<meta property=\"article:published_time\" content=\"2026-10-10T10:51:23+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-10-10T10:51:29+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/dykhoa.com\/blog\/wp-content\/uploads\/2026\/10\/kpi-truyen-thong-la-gi-1.webp\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"675\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/webp\" \/>\n<meta name=\"author\" content=\"Dy Khoa\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Dy Khoa\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"14 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/dykhoa.com\\\/blog\\\/kpi-truyen-thong-la-gi\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/dykhoa.com\\\/blog\\\/kpi-truyen-thong-la-gi\\\/\"},\"author\":{\"@id\":\"https:\\\/\\\/dykhoa.com\\\/#person\"},\"headline\":\"KPI truy\u1ec1n th\u00f4ng l\u00e0 g\u00ec? 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