Key Advertising Metrics and KPIs
- Impressions - how many times an ad is shown;
- Clicks - how many times users interact with the ad;
- CTR (Click-Through Rate) - clicks Γ· impressions, indicates relevance/engagement;
- CPC (Cost Per Click) - cost for each click, key metric for budgeting;
- CPM (Cost Per Thousand Impressions) - cost per 1,000 views, common for brand awareness;
- ROAS (Return on Ad Spend) - revenue per $1 spent (e.g., 5:1 β $5 earned for every $1).
Digital ad performance is tracked through metrics and KPIs to make data-driven decisions and maximize ROI. Analyze metrics together (not in isolation) and iterate via A/B testing to optimize results.
Conversions (purchases, sign-ups, downloads) may occur later than the click. Use attribution models:
- First-click: credits the first interaction;
- Last-click: credits the final ad before purchase;
- Multi-touch: distributes credit across interactions in the customer journey.
Monitor trends and compare audiences in Ads Manager/Google Analytics; continually optimize targeting, creatives, and bids with A/B tests aligned to business goals.
1. What does Click-Through Rate (CTR) measure?
2. Which metric is primarily used in brand awareness campaigns?
3. How does multi-touch attribution differ from last-click attribution?
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Completion rate improved to 3.03Key Advertising Metrics and KPIs
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- Impressions - how many times an ad is shown;
- Clicks - how many times users interact with the ad;
- CTR (Click-Through Rate) - clicks Γ· impressions, indicates relevance/engagement;
- CPC (Cost Per Click) - cost for each click, key metric for budgeting;
- CPM (Cost Per Thousand Impressions) - cost per 1,000 views, common for brand awareness;
- ROAS (Return on Ad Spend) - revenue per $1 spent (e.g., 5:1 β $5 earned for every $1).
Digital ad performance is tracked through metrics and KPIs to make data-driven decisions and maximize ROI. Analyze metrics together (not in isolation) and iterate via A/B testing to optimize results.
Conversions (purchases, sign-ups, downloads) may occur later than the click. Use attribution models:
- First-click: credits the first interaction;
- Last-click: credits the final ad before purchase;
- Multi-touch: distributes credit across interactions in the customer journey.
Monitor trends and compare audiences in Ads Manager/Google Analytics; continually optimize targeting, creatives, and bids with A/B tests aligned to business goals.
1. What does Click-Through Rate (CTR) measure?
2. Which metric is primarily used in brand awareness campaigns?
3. How does multi-touch attribution differ from last-click attribution?
Thanks for your feedback!
