When you’re running Google Ads campaigns, understanding which metrics and KPIs to track can feel like navigating a maze.
There’s a wealth of different data points at your fingertips, but which numbers truly matter? The answer depends on your campaign objectives and business goals.
Metrics vs. KPIs in Google Ads: What’s the Difference?
Think of metrics as the raw ingredients — the data points Google Ads provides you. They tell you what’s happening, like clicks, impressions, or cost per click (CPC). KPIs (Key Performance Indicators), on the other hand, are the cooked meal — the numbers that measure success against your specific objectives. In other words:
- Metrics: General measurements (e.g., CTR, impressions).
- KPIs: Metrics that directly align with your goals (e.g., cost per lead, ROAS).
For instance, if your goal is lead generation, your KPI might be the cost per lead (CPL), while metrics like click-through rate (CTR) or landing page views are supportive but not the end-all indicators of success. prevent these issues and ensure your hreflang setup supports your global SEO strategy.
Hard vs. Soft Conversions
When tracking KPIs, it’s helpful to distinguish between hard conversions and soft conversions:
- Hard Conversions: Direct actions tied to your goal, like purchases or form submissions.
- Soft Conversions: Indicators that someone’s moving toward conversion, like time on site, downloads, or video views.
Both matter, but your primary KPIs should focus on hard conversions while keeping an eye on soft conversions as supportive metrics.
Choosing KPIs Based on Google Ads Campaign Objectives
| Campaign Goal | Business Model | Campaign Type | Primary KPIs | Supporting Metrics |
|---|
| Brand Awareness | B2C, B2B | Display, Video | Impressions, Reach, CPM | Frequency, CTR, Ad Viewability |
| Lead Generation | B2B, SaaS, Service-Based | Search, Display, Video | Cost Per Lead (CPL), Conversion Rate | CTR, Bounce Rate, Landing Page Sessions |
| E-commerce Sales | B2C, DTC | Shopping, Performance Max | ROAS, Conversion Rate, CPA | Add-to-Cart Rate, Average Order Value (AOV), Cart Abandonment Rate |
| Website Traffic | B2B, Content Publishers | Search, Display | CTR, Cost Per Click (CPC), Sessions | Pages Per Session, Average Time on Site |
| App Installs | Mobile App Businesses | App Promotion | Cost Per Install (CPI), Install Rate | Engagement Rate, Retention Rate |
| Customer Retargeting | B2C, SaaS, Subscription | Display, Remarketing | ROAS, Conversion Rate, Frequency | Ad Recall Lift, Clicks, Sessions |
| Product Launch | B2C, B2B | Display, YouTube Ads | Impressions, Ad Engagement Rate | Brand Lift, Video Completion Rate |
How to Use the Table
- Start with the Campaign Goal: Identify your primary objective—e.g., driving awareness, generating leads, or boosting sales.
- Tailor to Your Business Model: Adjust the focus depending on whether you’re in e-commerce, B2B services, or another vertical.
- Monitor Supporting Metrics: These don’t directly reflect performance toward the goal but provide context or optimization signals.
This table can guide you in choosing KPIs and metrics to monitor, ensuring your Google Ads campaigns align closely with your business objectives and customer journey stage. Let me know if you’d like this adapted further for Meta ads or any specific use case!
Important Google Ads Metrics That Matter Across All Campaigns
While KPIs vary based on your objectives, certain metrics are universally valuable for diagnosing performance:
- CTR (Click-Through Rate): A high CTR often indicates that your ad copy and targeting resonate with your audience.
- Quality Score: This Google Ads metric evaluates the relevance of your keywords, ads, and landing pages. Higher scores lead to lower costs and better ad placements.
- CPC (Cost Per Click): Understanding CPC helps you manage your budget effectively.
- Impression Share: This shows the percentage of total impressions your ad is receiving versus what’s possible.
Using Google Ads Tools to Track KPIs
Google Ads offers built-in tools to help you stay on top of your metrics and KPIs:
- Reports and Dashboards: Customize reports to focus on your chosen KPIs.
- Conversion Tracking: Essential for tracking hard conversions like purchases or leads.
- Auction Insights: Provides insights into how your ads compare to competitors.
Final Thoughts
Choosing the right KPIs and metrics for your Google Ads campaigns starts with understanding your goals. Are you building awareness, generating leads, or driving sales? Once you’ve defined your objectives, focus on hard conversions as primary KPIs while using soft conversions and general metrics to provide context and insights.
Remember, Google Ads is a powerful platform, but its true value comes from tracking the right numbers. By aligning your KPIs with your campaign objectives, you’ll be equipped to make data-driven decisions that lead to success.
💡 For more, read: tracking metrics and KPIs with columns and segments in Google Ads.
