Visibility metrics
Impressions, reach and frequency tell you how many people saw your ad. Useful for awareness, but they don't prove sales.
Engagement and conversion metrics
Clicks, engagement, conversion rate and cost per lead tell you how people behave after seeing the ad.
Return metrics
Return on ad spend, customer acquisition cost and long-term customer value decide whether a channel deserves investment.
Tracking comes first
Without correct tracking and conversion setup, decisions become guesses. Set up measurement before launching the campaign.
Key takeaways
- Tie every metric to a business goal
- Set up tracking before launch
- Compare channels with the same yardstick
- Ask for clear periodic reports