{"id":10351,"date":"2024-09-03T14:19:57","date_gmt":"2024-09-03T12:19:57","guid":{"rendered":"https:\/\/gun.ro\/en\/?p=10351"},"modified":"2024-09-03T14:23:05","modified_gmt":"2024-09-03T12:23:05","slug":"what-kpis-do-we-track-in-ppc-campaigns","status":"publish","type":"post","link":"https:\/\/gun.ro\/en\/what-kpis-do-we-track-in-ppc-campaigns\/","title":{"rendered":"What KPIs do we track in PPC campaigns?"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"10351\" class=\"elementor elementor-10351\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-c11e8ee e-flex e-con-boxed e-con e-parent\" data-id=\"c11e8ee\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;boxed&quot;}\" data-core-v316-plus=\"true\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-6cf60f8 elementor-widget elementor-widget-text-editor\" data-id=\"6cf60f8\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.19.0 - 07-02-2024 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p>According to statistics, 91% of businesses worldwide use social media in their marketing strategies. It&#8217;s no secret that most of them also have active PPC campaigns to achieve their set objectives.<\/p><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_64 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title \" >Cuprins:<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #6ec1e4;color:#6ec1e4\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #6ec1e4;color:#6ec1e4\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/gun.ro\/en\/what-kpis-do-we-track-in-ppc-campaigns\/#KPIs_for_Acquisition_Objectives\" title=\"KPIs for Acquisition Objectives\">KPIs for Acquisition Objectives<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/gun.ro\/en\/what-kpis-do-we-track-in-ppc-campaigns\/#KPIs_for_Lead_Generation\" title=\"KPIs for Lead Generation\">KPIs for Lead Generation<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/gun.ro\/en\/what-kpis-do-we-track-in-ppc-campaigns\/#KPIs_for_Traffic_Brand_Awareness\" title=\"KPIs for Traffic &amp; Brand Awareness\">KPIs for Traffic &amp; Brand Awareness<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/gun.ro\/en\/what-kpis-do-we-track-in-ppc-campaigns\/#Which_Tools_Should_You_Use_for_Reports\" title=\"Which Tools Should You Use for Reports?\">Which Tools Should You Use for Reports?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/gun.ro\/en\/what-kpis-do-we-track-in-ppc-campaigns\/#What_Should_You_Know_About_PPC_Campaign_Results\" title=\"What Should You Know About PPC Campaign Results?\">What Should You Know About PPC Campaign Results?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/gun.ro\/en\/what-kpis-do-we-track-in-ppc-campaigns\/#How_to_Combine_AI-Driven_Result_Interpretation_with_a_Specialist\" title=\"How to Combine AI-Driven Result Interpretation with a Specialist?\">How to Combine AI-Driven Result Interpretation with a Specialist?<\/a><\/li><\/ul><\/nav><\/div>\n<p><strong>What are PPC campaigns?<\/strong> Pay-per-click, as the name suggests, is when businesses pay a particular online platform for the clicks they receive on their ads. These can be Google ads, ads in the Meta suite, or on other social media channels like TikTok, LinkedIn, Pinterest, etc.<\/p><p>But how do we monitor and interpret these PPC campaigns? Yes, we know, it\u2019s simple nowadays: with AI. However, before analyzing performance through AI tools, you need to know what you want to track to determine if you\u2019re close to reaching your goal.<\/p><p>Whether you\u2019re a marketing specialist at the beginning of your journey, an entrepreneur working with an agency, or even managing campaigns on your own, this article will be useful.<\/p><h3><span class=\"ez-toc-section\" id=\"KPIs_for_Acquisition_Objectives\"><\/span>KPIs for Acquisition Objectives<span class=\"ez-toc-section-end\"><\/span><\/h3><p><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone size-medium wp-image-10353\" src=\"https:\/\/gun.ro\/en\/wp-content\/uploads\/2024\/09\/Cover-articole-1-800x419.jpg\" alt=\"online shop ecommerce\" width=\"800\" height=\"419\" srcset=\"https:\/\/gun.ro\/en\/wp-content\/uploads\/2024\/09\/Cover-articole-1-800x419.jpg 800w, https:\/\/gun.ro\/en\/wp-content\/uploads\/2024\/09\/Cover-articole-1-1024x536.jpg 1024w, https:\/\/gun.ro\/en\/wp-content\/uploads\/2024\/09\/Cover-articole-1-768x402.jpg 768w, https:\/\/gun.ro\/en\/wp-content\/uploads\/2024\/09\/Cover-articole-1.jpg 1200w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/p><p>The eCommerce market has grown significantly in recent years, so many businesses (including those we work with) are online stores.<\/p><p>The primary goal of an online store, regardless of its niche, is to sell. Here\u2019s what you should track in each case for eCommerce.<\/p><ul><li><strong>Number of purchases and cost per acquisition<\/strong>, which is the amount you\u2019ve paid to secure a transaction.<\/li><li><strong>ROAS (Return on Ad Spend)<\/strong> is an index that shows the revenue generated compared to the budget spent.<\/li><li><strong>Conversion rate<\/strong>: The percentage of users who saw the ad and made a purchase. A high conversion rate indicates a well-targeted campaign and an effective advertising message.<\/li><li><strong>CPC (Cost per Click)<\/strong>: This is a relevant KPI, especially in Google Search campaigns where the traffic volume is high.<\/li><li><strong>CTR (Click-Through Rate)<\/strong>: The percentage of clicks obtained relative to the number of ad impressions. Generally, this KPI shows how attractive your campaigns are.<\/li><\/ul><h3><span class=\"ez-toc-section\" id=\"KPIs_for_Lead_Generation\"><\/span>KPIs for Lead Generation<span class=\"ez-toc-section-end\"><\/span><\/h3><ul><li><strong>Number of leads and cost per lead<\/strong>: In general, businesses offering services track form completions or calls as leads. Other conversions that can be tracked in this case include clicks on email addresses, phone numbers, or subscriptions.<\/li><li><strong>Conversion rate<\/strong>: This measures the percentage of people who complete the lead form after clicking on the ad.<\/li><li><strong>Quality Score<\/strong>: A KPI found in Google that shows how relevant ads and landing pages are for users searching for the services offered.<\/li><li><strong>Lead Qualification Rate<\/strong>: A specific LinkedIn indicator that measures the percentage of leads qualified as real business opportunities, based on their quality according to predefined criteria.<\/li><\/ul><h3><span class=\"ez-toc-section\" id=\"KPIs_for_Traffic_Brand_Awareness\"><\/span>KPIs for Traffic &amp; Brand Awareness<span class=\"ez-toc-section-end\"><\/span><\/h3><ul><li><strong>Number of sessions (if tracked in GA4) or landing page views (if tracked from Meta)<\/strong>, i.e., the total number of visits made by users to your site.<\/li><li><strong>Clicks and cost per click (CPC)<\/strong>: Here, you can track clicks on links leading to the site or all clicks (including clicks on the ad image, \u201cSee more,\u201d etc.). Of course, the most useful is the click per link.<\/li><li><strong>Click-Through Rate (CTR)<\/strong><\/li><li><strong>Video Views<\/strong>: For traffic campaigns on TikTok, the number of video views is a relevant KPI to measure reach.<\/li><li><strong>Reach &amp; impressions<\/strong>: The number of users reached by your ads and the number of times they were displayed. Note: An ad can be shown multiple times to the same user, so this KPI will always be higher than reach.<\/li><li><strong>Cost per mille (CPM)<\/strong>: The cost you pay for every 1,000 ad impressions. This indicator is helpful when you want your ads to be shown to as many people as possible.<\/li><li><strong>Engagement rate<\/strong>: The percentage of likes, shares, comments, and views obtained on an ad relative to the number of users who saw it.<\/li><\/ul><h3><span class=\"ez-toc-section\" id=\"Which_Tools_Should_You_Use_for_Reports\"><\/span>Which Tools Should You Use for Reports?<span class=\"ez-toc-section-end\"><\/span><\/h3><ul><li><strong>Google Analytics<\/strong>: The best platform for reporting and analyzing data from all sources. Here you can see results from PPC campaigns as well as from direct or organic sources. We recommend using it as your main reporting tool because it is comprehensive, intuitive, and provides real data.<\/li><li><strong>Meta Insights<\/strong>: Reports from Meta are more useful when tracking reach, engagement, or leads from Facebook. If you have an eCommerce site, we advise you to double-check in Analytics because Facebook has a different attribution method, and you might see more conversions than you actually had.<\/li><li><strong>Google Ads<\/strong><\/li><li><strong>Swydo &amp; HubSpot<\/strong>: Two useful tools when you want your reports to have a clean design, be easy to follow, and auto-generate at a certain time.<\/li><li><strong>SEMrush<\/strong>: A useful tool if you want to include SEO reports alongside PPC reports.<\/li><li><strong>Custom reports and applications<\/strong>: If you\u2019ve worked with existing tools and feel you need something more customized, it might be a good idea to invest in an AI tool specifically built for your business.<\/li><\/ul><h3><span class=\"ez-toc-section\" id=\"What_Should_You_Know_About_PPC_Campaign_Results\"><\/span>What Should You Know About PPC Campaign Results?<span class=\"ez-toc-section-end\"><\/span><\/h3><p>In the case of eCommerce, it\u2019s essential to know that reports can show you two types of conversions: direct conversions and assisted conversions. What\u2019s the difference between them?<\/p><ul><li><strong>Direct conversions (last click)<\/strong>: These occur when the channel the user last interacted with led to a purchase.<\/li><li><strong>Assisted conversions<\/strong>: These show a path where a specific channel contributed to the purchase but wasn\u2019t the last platform the customer interacted with. For example, the user saw an ad on Facebook for a clothing brand but accessed the site to purchase three days later from a Google ad.<\/li><\/ul><p>For an online store, it\u2019s not enough to just track the number of purchases. You might have a satisfactory number of purchases, but when you tally it up, you may not reach your desired goal. Why? Because the campaign budget and the cost of acquisition come into play. Therefore, it\u2019s advisable to optimize campaigns to achieve a good cost with a balanced ROAS.<\/p><p>When it comes to leads, here the reports analyzed from platforms should always be compared with a \u201creal-world\u201d status. If purchases can be seen as numbers on the site and you\u2019re sure that order took place, a completed form or a call doesn\u2019t necessarily mean a converted client.<\/p><h3><span class=\"ez-toc-section\" id=\"How_to_Combine_AI-Driven_Result_Interpretation_with_a_Specialist\"><\/span>How to Combine AI-Driven Result Interpretation with a Specialist?<span class=\"ez-toc-section-end\"><\/span><\/h3><p>Although ad platforms and tools are intuitive and report exactly what you\u2019re interested in seeing, this is often not enough to make a business decision.<\/p><p>This is where the marketing specialist comes in, who takes all the data, analyzes it, and interprets it so that it can be used for scaling. Beyond data interpretation, a specialist has the ability to understand a business\u2019s needs (and yours as an entrepreneur) and find the right solutions.<\/p><p>AI might be very advanced, but even a business needs its own \u201ctherapist\u201d when it comes to digital marketing.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>According to statistics, 91% of businesses worldwide use social media in their marketing strategies. It&#8217;s no secret that most of them also have active PPC campaigns to achieve their set objectives. What are PPC campaigns? Pay-per-click, as the name suggests, is when businesses pay a particular online platform for the clicks they receive on their [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":10358,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[14,13],"tags":[],"class_list":["post-10351","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-google-adwords","category-social-media"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>What KPIs do we track in PPC campaigns? - GUN Media<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/gun.ro\/en\/what-kpis-do-we-track-in-ppc-campaigns\/\" \/>\n<meta property=\"og:locale\" content=\"ro_RO\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What KPIs do we track in PPC campaigns? - GUN Media\" \/>\n<meta property=\"og:description\" content=\"According to statistics, 91% of businesses worldwide use social media in their marketing strategies. 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