Understanding Campaign Analytics
Learn how to read, interpret, and act on your campaign analytics to continuously improve performance and ROI.
Key Metrics Explained
Impressions
Number of times your ad was displayed
Clicks
Number of times users clicked your ad
CTR
Click-through rate (Clicks / Impressions)
CPC
Cost per click
CPM
Cost per thousand impressions
Conversions
Completed desired actions
CPA
Cost per acquisition/conversion
ROAS
Return on ad spend (Revenue / Cost)
Report Types
| Report | Description | Review |
|---|---|---|
| Performance Overview | High-level campaign metrics | Daily |
| Creative Report | Performance by ad creative | Weekly |
| Audience Report | Performance by targeting segment | Weekly |
| Placement Report | Performance by site/app | Weekly |
| Conversion Report | Detailed conversion analysis | Daily |
How to Analyze Your Data
1. Set Clear Goals
Define what success looks like before analyzing. Are you optimizing for awareness (impressions), engagement (clicks), or conversions (sales)?
2. Compare to Benchmarks
Use industry benchmarks and your historical data to contextualize performance. A 1% CTR might be great for display but poor for search.
3. Segment Your Data
Break down performance by device, geography, time, and audience. Averages hide insights - find what's working and what's not.
4. Take Action
Data without action is useless. Pause underperformers, scale winners, and continuously test new approaches.
Pro Tip: Attribution Windows
Understand your attribution window settings. A 7-day click window will show different results than a 30-day window. Match your window to your typical customer journey.
Need Analytics Help?
Our team can help you set up tracking and interpret your campaign data.