In today’s world, KPIs and metrics are crucial for any business or organization.

[Last Updated: 26/03/2024]

KPIs provide a quantifiable measure of success, while metrics offer the raw data to track progress. By analyzing them, the brands can gain valuable insights into their performance, identify areas for improvement and make informed decisions. Always here to help you, this blog post will delve into the KPIs and metrics, explaining their meaning easily and effectively. 

Google Ads KPIs & Metrics

  • Click-Through Rate (CTR): The percentage of people who saw our ad and clicked on it.
  • Cost-per-click (CPC): Cost-per-click (CPC) bidding means that we pay for each click on our ads. For CPC bidding campaigns, we set a maximum cost-per-click bid – or simply “max. CPC” – that’s the highest amount that we are willing to pay for a click on our ad.
  • Conversion: An action that’s counted when someone interacts with our ad and then takes an action that we’ve defined as valuable to our business, such as an online purchase or a call to our business from a mobile phone.
  • Conversion Rate: The percentage of people who clicked on an ad and then completed a desired action.
  • Cost-Per-Conversion (CPA): The average amount we’ve been charged for a conversion from our ad. Average cost per action (CPA) is calculated by dividing the total cost of conversions by the total number of conversions.
  • Cost Per Thousand Impressions (CPM): The cost for every thousand impressions of our ad.
  • Impression Share (IS): The percentage of impressions our ad received out of the total it was eligible to receive.

Google Analytics KPIs & Metrics

  • Users: Users represent the number of active visitors visiting the website or app.
  • New Users: New users  account for those visiting the website or app for the first time.
  • Active Users: It tracks the number of users who visited our site or app and had an engaged session.
  • Pageviews: it refers to the total number of times a specific page on our website has been seen by visitors. 5 pageviews by the same person during the same period equals 1 session.
  • Sessions: A session is recorded from the moment someone enters our site to the moment they exit.
  • Acquisition Source: this KPI points to what channels or sources website visitors came from, such as social media, organic search (Google), or direct traffic.
  • Engagement rate: is the percentage of engaged sessions on our website or mobile app. An engaged session is any session that:
    Lasts at least 10 seconds / Has at least 1 conversion event / Has at least 2 pageviews
  • Average Engagement Time: is the average time a browser engages with our website. It’s calculated for active users only, or those who had an engaged session.
  • Events: they represent specific actions on the website that are tracked separately from page views, such as button clicks, file downloads, or form submissions. In GA4, the metric event count corresponds to the total number of times an event occurs.

TikTok, Meta Suite, LinkedIn, X and other social media platforms

  • Objective: The objective we have selected for our campaign. This objective reflects the goal we want to achieve with our advertising.
  • Cost per link click (CPC): The average amount each click costs you.
  • Unique Link Clicks: The number of actions taken on our Page, profile or any of our content, attributed to our ads.
  • Cost Per Action (CPA): Cost per action (CPA) allows us to pay only for actions people take because of our ad.
  • CPM: Cost per mille. The average amount of money you’ve spent on each 1,000 impressions.
  • Reach: The number of unique users who saw your ads at least once. This metric is estimated.
  • Cost per 1,000 People Reached: The average cost to reach 1,000 unique users. This metric is estimated.
  • Frequency: The average number of times each person saw your ad.
  • CTR: The percentage of impressions where a click occurred out of the total number of impressions.
  • Results: The number of times our ad achieved an outcome, based on the objective and settings we selected.
  • Result Rate: The percentage of results that occured out of the number of impressions.
  • Impressions: The number of times your ads were on screen.
  • Page Engagement: The number of actions taken on your Page, profile or any of your content, attributed to your ads.
  • Engagement Rate: Number of times people engaged with your ad (paid and free clicks divided by total impressions).
  • Landing page views: The number of times a click on an ad resulted in the successful loading of a destination web page, Instant Experience or Meta Shop.
  • Leads: Number of leads collected through a campaign, based on information received from one or more of your connected Business Tools. 
  • Searches: The number of search events attributed to your ads, based on information received from one or more of your connected Business Tools.

 

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