In addition to the top-line metrics we report on in your dashboard, you have the option to pull custom reports to help you dig a little deeper into your campaign's performance.
We suggest evaluating performance on a 30 day time frame in order to better understand trends and have enough data to be statistically significant to make an informed decision. In fact, the more data you take into account, the more statistically reliable your results will be. Advertisers will often pull quarterly reports to understand performance over a 3 month period.
Understanding Report Terminology
The following glossary outlines all terminology and metrics that you may encounter in the reports you generate. The first step to evaluating your campaign performance is making sure that you understand the report!
- Status: this indicates the current status of each campaign. Status includes:
- Active: this campaign is live and serving impressions
- Paused: this campaign is not currently spending but can be resumed at any time
- Completed: this campaign has been shut off and will not be able to be resumed
- Campaign: Indicates the name of each campaign
- Type: Demonstrates a retargeting campaign or prospecting campaign
- Weekly Budget: The budget input for the campaign(s) to spend on a weekly basis
- Spend over Period: The spend on each campaign over the date range the report was pulled
- Impressions: The number of times an ad was displayed during the date range selected
- CPM: Cost per one thousand impressions
- Clicks: The number of times an ad was clicked during the date range selected
- CTR: Click-through rate, the percentage of impressions that resulted in a click during the date range selected
- CPC: Cost per click, spend divided by the number of clicks during selected time range
- CPA: cost per acquisition, spend divided by the number of conversions during the selected date range
- Click CPA: cost per click acquisition, spend divided by the number of click conversions during the selected range
- Total Conv.: The total number of acquisitions that occurred during the selected date range
- Total Conv. Rate: The percentage of impressions that resulted in a conversion
- Click Conv.: The number of conversions after someone clicks an ad
- CTC Rate: Click-through conversion rate, the percentage of impressions that resulted in a click conversion
- View Conv: View-through conversions, the number of conversions after someone saw an ad, but did not click.
- VTC Rate: View-through conversion rate, the percentage of impressions that resulted in a view through conversion
- Created Date: The date the campaign was originally created
- Start Date: The date the campaign served its first impression
- End Date: The date the campaign was completed
- “Adjusted” Conversion Columns: The definition of each column is the same as those listed above, unless you have adjusted the attribution setting on your profile. If you've specified a custom attribution window, we report on conversion data for both default and adjusted attribution. Standard conversion windows are set at 7 days in the dashboard. If you would like to adjust your attribution settings, go to "Attribution" in your settings menu.
Evaluating Campaign Performance
When looking at campaign and ad performance, CPC and CPA are common metrics used to gauge campaign success. The rule of thumb is: the less it costs you to get a click or drive a conversion, the better your campaign is doing!
On your campaign:
Look at the CPC and CPA of each of your campaigns that are running to identify campaigns that are performing exceptionally above or below the others.
Scale the campaign(s) that are performing well by increasing the weekly budget - you want to increase impressions on these campaigns to continue to engage with this group of customers.
For campaign(s) that need a little work, consider a creative refresh (your ads may not be resonating with your audience) or scaling back budget allocated to the campaign.
On your ad:
Examine the CPC and CPA of the ads running in your campaigns. Identify the unique factors for the ads that are running well and use these details to inform your creative team on the next ads they create
Thinking Big Picture
While CPC and CPA are a quick way of evaluating your performance, it is not the only way of evaluating your campaign. Each metric simply provides one way of looking at your campaign activity. Use your best judgment to determine what your top-line metrics are, and establish baselines so you can compare your campaign performance month over month.