Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
Topics
Metrics explained
What each number means, and what it should make you do.
| Metric | Definition | Read it as |
|---|---|---|
| Impressions | Times your ad was shown | Delivery volume. Low impressions means targeting is too narrow, budget too low, or bidding uncompetitive |
| Clicks | Times your ad was clicked | Interest in the creative and the offer |
| CTR | Clicks ÷ impressions | Creative and audience fit. Compare it across your own campaigns over time |
| Ad Spend | Amount spent | Pacing against your daily budget |
| CPC | Spend ÷ clicks | What attention costs. Rising CPC with flat CTR usually means creative fatigue |
| Conversions | Counted conversion events | Whether the traffic does what you need. Zero conversions with healthy clicks points at tracking or the landing page |
| CPA | Spend ÷ conversions | Your true acquisition cost, and the number to optimize |
| ROAS | Revenue ÷ spend | Requires passing conversion value in your tracking |
ROAS stays at zero until your tracking passes a conversion value. CPA only needs a verified conversion, not a conversion value, so it updates as soon as conversions start coming in. See Install your tracking.
Reading two metrics together tells you more than either alone. High CTR with no conversions points at the landing page, not the ads. Low CTR with a healthy CPA means a small, well-matched audience.
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
