When running paid ads, we all have the same goal, don’t we? To grow our business.
To do so effectively, you need to track your data, in order to measure your performance as well as what works and what doesn’t.
I’m pretty sure when we all think of metrics, we think of numbers and unfortunately for us marketers, numbers are sometimes very easy to misrepresent.
So, if you’re frequently writing reports for your business or your clients, make sure you remember to prioritise the following metrics:
Spend
Consider how much is each campaign spending, are you within, under or over budget? You need to measure the spend to be able to calculate all the following metrics so make sure it’s accurate.
ROAS: Return on Ad Spend
Yes, views and clicks are great, but how many people actually took the action you wanted? Do the stats in the ads platform actually match your sales?
CPC: Cost Per Click
Can you see which platform, campaign, ad and creative is driving the best cost per click? If so, can you recreate the theme and style to boost success rate and to keep your ads cost-effective?
Conversions
Not every potential customer is going to be convinced to buy or sign up there and then. Conversions can be newsletter sign-ups, downloads, contact form submissions and follows. Get clear on your goal and measure your success rate based on that!
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