Monthly Reporting – Which Metrics Are Worth Monitoring?

Reporting is a task that most of us dread but one or two data-nerds among us revel in. Reporting on how your ad accounts are performing is a necessary evil, whether it’s to show off the performance to clients or higher-ups, or analyse the strengths and weaknesses of an account you manage yourself.

But when faced with a wall of numbers and data, it can be hard to know which metrics are worth your time analysing, and what is worth putting in front of a client that might not be as data-savvy or jargon-knowledgeable as you are.

So, without further ado, here are my go-to metrics to report on to give an overview of the performance of an account. Usually, I do this month-on-month.

Conversions

This is an obvious one – of course everyone wants to know conversions! But, if your account is a wee baby and hasn’t had long to learn, the chances are that the conversions might be low or just picking up, so might not always be indicative of the account health as a whole. In these cases, it might be better to monitor…

Impressions

Impressions are a great initial metric to monitor if your account is fairly new, if your account is racking up impressions you can be confident that your ads are approved and serving. Plus, impressions are a great indicator if your search terms or target audience is too narrow – if you’re getting impressions but not as many as you expected, you can tweak the keywords you’re bidding on or broaden your audience to reach more people.

Clicks

Now, what’s the point of all those impressions if no one is clicking? Impressions alone are great if you’re running a brand-awareness campaign but if your goal is to get traffic, purchases or leads then you’re going to want to check those clicks are coming through too! If you’re gaining high numbers of impressions but a lower-than-expected amount of clicks then you might be experiencing the opposite problem to above – your audience might be too broad or your ads might not be relevant to the keywords you’re appearing for. A more significant metric to track for this might be…

CTR

CTR or click-through-rate is a metric that looks at how many people saw your ads vs how many people clicked on them. A high percentage CTR is a good indicator that your account is healthy and your ads are relevant to your audience and the keywords you’re bidding on. If your CTR percentage is low, however, you might want to take a deep-dive into your targeting to see what is bringing this metric down.

Cost

It’s not uncommon for your client to want an overview of what they’ve spent on their advertising each month, but cost alone doesn’t tell us much information about the account. Sometimes a budget increase will result in an increase of clicks, but these metrics alone don’t tell us if these clicks are cheaper or more expensive than they were before. With that in mind, it’s important to also report on…

CPC, CPA or ROAS

For accounts that are more mature and have collected more data, the best metrics to track and optimise for are CPC (cost-per-click), CPA (cost-per-action) and ROAS (return on ad spend). These metrics allow you to cut through any false-improvements that an increase in budget might appear to have given the account and tells you exactly how much each click has cost you, how much each lead or conversion event has cost and (if your account tracks purchase value) what the return on your ad spend is.

Then from these metrics, it’s all down to knocking off those pennies with some sweet, sweet granular account optimisation. If you need some help getting your costs down, you can always give us a call too! (It’s my bread and butter.

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Chloe Rudd

Chloe Rudd

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