The success of a marketing campaign is measured through ad metrics, serving as a key indicator of how well the campaign is doing in relation to key performance indicators (KPIs).
These metrics are pivotal for evaluating the effectiveness of strategies, offering a comprehensive overview of your marketing plan’s performance.
In this blog, we take a look at some of the key metrics to be aware of, what they mean, and why they’re important.
Interaction Metrics
When assessing the effectiveness of your campaigns, it’s essential to consider KPIs around ad interactions – such as impressions, clicks, and click-through rate (CTR).
By optimising your campaigns with the use of this data, you can ensure that you are getting the most out of them. It’s also important to combine these three indicators when measuring your efforts, to ensure you can identify any trends!
Impressions
An impression is recorded every time your advertisement is shown on a Google network, including display, search, Performance Max, and YouTube.
Impressions are a useful tool for measuring the volume of people seeing your ad.
Clicks
A click is counted when a user engages with your ad. Monitoring clicks offers insights into ad placement and budget adequacy, indicating campaign effectiveness.
Clicks are a good indication that your campaigns are working. Increased clicks naturally improves your quality score, potentially boosting ad placement whilst lowering cost-per-click (CPC).
Click-through Rate
Click-through rate (CTR) measures the frequency with which users click on your advertisement after seeing it, which can provide you with insight into the ad’s efficiency.
Conversion Metrics
Conversions, conversion rate and conversion value are three crucial metrics to track in order to determine the actual performance of your campaigns.
Conversions and conversion rate will reveal the genuine impact of your strategy, and conversion value will help you calculate your return on investment.
You can then use this information to make informed judgements about future investment opportunities.
Conversions
A conversion is when a user performs a specific action on your website such as filling in a form or making a purchase. But, depending on the objectives of your business, a conversion can be defined as many different things.
If your primary goal is to generate leads, you may set up a conversion as an inquiry, or if you run a store, you can set up the conversion action as a purchase.
Conversions demonstrate that consumers are performing the desired action you want them to, which makes them a reliable indicator of success.
Conversion Value
Following closely behind is conversion value, which can help you determine how much revenue you have generated from your campaigns.
Conversion value will help you track and optimise your campaign’s return on investment (ROI), and you can even use target ROAS (return on ad spend) bidding strategies to help maximise your conversion value (sales revenue).
Conversion value is essentially the figure you have assigned to a conversion. Typically used for e-commerce businesses, the conversion value will be attributed from the merchant centre as it’s the price of the product.