It’s easy to get distracted by surface-level data like impressions and likes, but savvy advertisers know that meaningful results come from tracking the right performance metrics. Understanding which KPIs truly reflect success helps ensure you’re optimizing campaigns for impact—not just aesthetics. Whether you’re running awareness or conversion campaigns, here are the metrics that actually move the needle.
Cost Per Acquisition (CPA)
CPA tells you how much you spend to acquire a new customer or lead. A lower CPA means you’re converting efficiently. If your CPA is higher than your customer’s lifetime value, you’re losing money—even if your ads appear successful.
Return on Ad Spend (ROAS)
ROAS measures how much revenue you generate per dollar spent. For example, a ROAS of 3.5 means you made $3.50 for every $1 in ad spend. It’s essential for e-commerce and any campaign tied directly to revenue generation.
Conversion Rate (CVR)
CVR is the percentage of users who take a desired action after clicking your ad. A high conversion rate signals strong ad copy and landing page alignment. Low CVRs may mean your message or experience isn’t matching user intent.
Click-Through Rate (CTR)
CTR reflects how compelling your ad is to your audience. While it doesn’t guarantee sales, a healthy CTR means your targeting and creative are working together effectively.
Impression Share
This metric shows how often your ads are appearing compared to how often they were eligible to show. Google Ads reports this as a percentage. A low impression share could indicate issues with budget, bids, or ad relevance.
Engagement Rate (for Awareness Campaigns)
For top-of-funnel strategies, engagement metrics like shares, comments, or video completions help you understand how your audience is reacting to your brand. While these may not drive immediate sales, they are critical for long-term growth.
Customer Lifetime Value (CLV)
CLV estimates the total revenue you’ll generate from a single customer. When paired with CPA, this metric helps you determine if your campaign is truly profitable over time.
Assisted Conversions
In platforms like Google Analytics, assisted conversions credit ads that played a role earlier in the path to purchase. These are crucial for understanding the full funnel impact of your campaigns.
Value-Based Attribution and Cashback Behavior
If you’re layering in reward-based behaviors from platforms like Rakuten, Ibotta, or Fluz, you’ll see even more granular insights. For instance, when a customer chooses to earn cashback with a Meta gift card or get rewards with a Google Play gift card, it reveals their motivation and platform loyalty. These signals can enhance your attribution models and help forecast future conversions.
Don’t optimize for vanity—optimize for value
Vanity metrics might make a campaign look good in a report, but meaningful success comes from understanding and acting on performance indicators tied to business goals. By tracking the right data—especially when enhanced by behavioral insights from cashback platforms—you’ll drive smarter decisions and better long-term results.
