Which advertising metrics are the most important?
Let’s investigate…
CPC, CTR and CPM
Is it cost per click? If you prioritize CPC, you can manipulate it. Reduce costs by optimizing link clicks or landing page views. For the cheapest countries. But this obviously won’t help your bottom line.
Is it click rate? You can do it the same way. More clicks don’t necessarily lead to more conversions. In the case of CPC and CTR, you can aim to improve these metrics, but consider more important considerations.
Is it a CPM? one High CPM It may be challenging, but low CPM does not guarantee anything. You can send ads to hell by obsessing with CPM.
All of these statistics can look great on their own without resulting in meaningful results. They can be indicators of going well, but they can also be easily lying.
Reality
The most important indicators are those related to conversion and conversion value. Cost per purchase. Advertising expenses return. But even then These numbers may be exaggerated.
We’ve all seen it. It can be particularly misleading if you don’t dig out the conversion results at the surface level Remarketing results and view conversion. use Compare attribution settings Function to get an accurate view of these statistics.
And, if you focus on your leads, go beyond the advertising manager. Your direct advertising results won’t tell the whole story, especially if you’re having a long customer journey like me. Follow potential customers from ads to funnels to determine their value.
CPC, CTR and CPM are not worthless, but they are Secondary indicators This reflects surface level performance. Don’t ignore them, but they are not your guide light either.
