This article acts as a guide to the key performance indicators for each campaign goal.
The criteria for evaluating performance may vary with your campaign goals.
For example, a campaign started with the goal of increasing brand awareness would benefit from a measure of the number of people reached with your ads. On the other hand, you can understand a conversion campaign’s performance by looking at the conversion rate and cost-per-conversion. For a video campaign, you can set up a pivot table to view metrics related to video views or engagement time instead of ad clicks or conversion performance.
Key metrics for Link Click Campaigns
The ‘clicks’ metric you see on the Adriel dashboard refers to clicks on links, not the total amount of clicks across all types. Unlike Clicks (Total), which include clicks on other parts of your ad(s) (ie. likes, comments, or sharing), Link Clicks is defined as the number of clicks on a link that takes the user to a landing page.
CTR (Click Through Rate)
The Click Through Rate refers to the ratio of the actual clicks on an ad to the number of impressions, expressed as a percentage (clicks/impressions X 100)s. A high click-through rate means more clicks as a proportion of impressions, so it's a useful indicator for measuring relative ad performance.
CPC (Cost Per Click)
It is a type of billing method that measures advertising cost and refers to the cost incurred per click on an advertisement. Cost Per Click is a measure of advertising costs, referring to the amount billed per click gained through the campaign. Cost Per Click is the most commonly used billing method.
An ‘Engagement’ is defined as any action taken by individuals when an ad was running. This may include actions such as liking, commenting, sharing, or issuing coupons through ads, viewing photos or videos, or clicking links.
This is the estimated total you've spent on your campaign, ad set, or ad during its schedule. This metric is an estimate.
This is the maximum amount that you're willing to spend on your ad sets or campaigns, the daily average, or over the lifetime of your scheduled ad sets or campaigns. This column does not apply to ads, only ad sets, and campaigns.
This limits what we can bid during every auction. If you set a bid cap, you have more control over your cost per optimization event, but if you set one that's too low you might end up with less delivery.
This is the way in which you want platforms to bid in an auction, based on your cost goals and your optimization for ad delivery.
This is the number of clicks on links within the ad that led to advertiser-specified destinations
This refers to the different places we can show your ads on each platform.
This will display data using the logic below;
When the selected data is less than 90 days away, the data is displayed daily.
When the selected data is from 90 days to 1 year away, the data is displayed weekly.
When the selected data is more than a year away, the data is displayed monthly.
This allows you to view your data by each day that your ads were active. These values are estimates.
This allows you to view your data by each week that your ads were active. These values are estimates.
This allows you to view your data by each month that your ads were active. These values are estimates.
Conversion Campaign Key Metrics
A ‘Conversion’ refers to when a visitor takes deliberate action. Conversions are different across advertisers and businesses. Signing up for membership, leaving contact information, requesting a consultation, payment, adding to shopping cart, installing the app, etc. can all be counted as conversion events.
Pixel: add to cart - This metric tracks event where a product is added to a customer's shopping cart.
Pixel: initiate checkout - This metric tracks event where a customer enters the checkout flow prior to completing the checkout flow.
Pixel: add payment info - This metric tracks event where payment information is entered during the checkout flow.
Pixel: purchase - This metric tracks event where a purchase is made or checkout flow is completed.
*To learn more about Pixel events, click here.
The total number of conversions including all recorded conversion events. What events are counted as conversions can be customized, and whenever such events occur they are counted as a conversion.
Cost Per Action (CPA)
Cost-per-Action refers to the cost of each desired conversion. This can be determined by dividing the total number of conversions actually generated by the total advertising cost of the campaign.
Conversion Rate (CVR)
Conversion rate refers to the ratio of conversions to the number of visitors. The higher the conversion rate, the more effective the online advertising campaign generally is. Conversely, if your conversion rate is low, your website may be less competitive or you may need to check other factors, such as product prices.
ROAS (Return On Ad Spend)
ROAS is a measure of the efficiency of your ad spend. It is a measure of the total revenue generated by your ads as compared to what is spent on advertising. This is a useful indicator to judge the effectiveness of your online campaigns in terms of sales.
This is single-page sessions divided by all sessions or the percentage of all sessions on your site in which users viewed only a single page and triggered only a single request made to the Analytics server.
Your exposure is measured in terms of impressions, which are the number of times an ad is displayed to potential customers. Meaning, it is the number of times that your adverts were on-screen.
While impressions are based on the number of times an ad is shown, reach is based on users. For example, if an ad was shown to a user 3 times, it counts as 3 impressions and 1 reach.
Frequency is the average number of times an ad was shown to a user. If the frequency is high, users may become tired of the ad in question, so it is generally recommended to change the creative when the frequency exceeds 3.5.
CPM (Cost per Thousand Impressions)
An indicator of the average cost of 1,000 impressions. This is the most commonly used billing method for reach campaigns.
Key Metrics for Video Campaigns
Cost Per View (CPV)
The average cost is paid when a user watches beyond the 30-second mark of an ad (or the full ad if the video ad is less than 30 seconds) or interacts with the video (whichever comes first).
Views are the number of times users watched a given video.
The hit rate is counted as the number of views or engagements from video ads divided by the number of ad impressions (video and thumbnail impressions).
Video played to 25%*
Shows how many times the video has been watched beyond 25% of its duration
Video played to 50%*
Shows the number of times a video has been watched beyond 50% of its duration.
Video played to 75%*
Shows how many times a video has been watched beyond 75% of its duration.
Video played to 100%*
Shows the number of times a video has been watched all the way to the end.
*Note: For the ‘Video Play Progress’ metric, only users who watched a given video all the way to the end are counted. If a user engages with a video by clicking on a URL as shown, a companion banner, an extension, etc, a view will be added to the count. If a user watches only 15 seconds of a 20-second video and then clicks on a displayed URL to go to a landing page, this is counted as a hit. However, since the video in such a case was not played to the end, it does not count towards the ‘100% video playback’ count.