Tracking and reporting your results is an essential component of any advertising campaign.

Which ads have the best CTR? How much have you spent? What is the campaign's overall ROI?

A great Ad report should answer each of these questions and more. It is easy to get lost in all of the metrics Ad offers. In fact, there are 350+ different metrics and ad terms in Ads Manager! A report that included all 350 metrics would be impossible to follow, and many of the metrics would be completely irrelevant to the campaign.

What are the most important Ad metrics to include in your dashboards and reports? In this post, we'll go over the top 5 metrics you must pay attention to. Let's get started.


Cost per thousand that is CPM, also called cost per mille, is a marketing term used to denote the price of 1,000 advertisement impressions on any one web page. If a website publisher charges $2 CPM, that means an advertiser must pay $2 for every 1,000 impressions of its ad. CPM is a common metric across online advertising. It measures the cost-effectiveness of an ad campaign. It's a great metric to compare costs across different ad publishers and campaigns.


The marketing metric Cost Per Acquisition is the total cost of acquiring a new customer via an ad campaign. If one of your primary acquisition channels is media, then calculating CPA is helpful in determining the effectiveness of your campaigns. The lower your CPA the higher your profit will be.

Cost Per Acquisition measures the success of various paid marketing channels such as affiliate, display, social media, and content marketing. It can also measure channels that have more indirect costs such as SEO, email, or other platforms.


It is the number of clicks compared to the number of impressions. You might see 100 clicks for your ad and think it is performing well. However, if your total number of impressions is 100,000 then those 100 clicks won't seem as impressive anymore. Click-through rates measure how successful an ad has been in capturing users attention. The higher the click-through rate, the more successful the ad has been in generating interest.


It is the cost of the number of times a visitor clicks on an advertisement. Cost Per Click refers to the actual price you pay for each click in your budgeted marketing campaigns. Cost-per click is important because it is the number that is going to determine the financial success of your paid search campaigns, and how much the campaign will finally cost for you. Whether you are over or underpaying for each action, will be determined by how much you are paying for clicks, and by what kind of quality you are getting for that investment.


Impressions are the number of times your ads were on screen in front of your audience. The more impressions your ad receives, the higher your brand awareness. Don't confuse Impressions with Reach. Whereas impressions are the total number of times your ad has been seen, reach is the total number of people who have seen your ad. One person could see your ad five times. This would count 5 times toward impressions, but only one toward reach.

There is so much more to learn about, but do we have time to do calculations and spend nights to optimise these metrics? Do you need a solution to this?

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