Paid media reports can be overwhelming. Dozens of metrics, several platforms and charts that all seem to point in different directions. The trick is not to read everything. It is to know which numbers answer your real business questions.
Start with the business outcome
Before you look at any campaign metric, ask what the campaign was meant to achieve. More sales? More qualified leads? More awareness in a new region? The answer tells you which numbers deserve your attention first.
Three layers of metrics
- Outcome metrics such as sales, leads, revenue or cost per acquisition. These show whether the campaign is doing its job.
- Efficiency metrics such as cost per click, conversion rate and click-through rate. These help explain why outcomes are moving.
- Delivery metrics such as impressions, reach and frequency. These show whether the campaign is running as planned.
Read from the top down. If outcomes look healthy, the lower layers matter less. If outcomes are weak, the lower layers help you find the cause.
Beware of vanity numbers
Impressions and clicks can rise while results stay flat. A cheaper cost per click is not good news if the extra clicks never convert. Always connect activity metrics back to something that matters to the business.
Compare like with like
Look at trends over time and compare similar periods. A week that includes a bank holiday or a big sale will not behave like an ordinary week. Also remember that different platforms count conversions in different ways, so their totals may not add up to what your own systems show.
Ask for the story
A good report does not just show numbers. It explains what changed, why it probably changed and what will happen next. If your report leaves you with more questions than answers, ask for a short written summary alongside the charts.
Understanding your report helps you make better decisions and have better conversations with your partners. If you would like help making your reporting clearer, the Northpeak team would be glad to talk.
