Cross-Platform
beginner
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Performance Marketing Metrics Glossary

Essential metrics: Impressions (ad was shown), Reach (unique people who saw the ad), Clicks (clicks on ad), CTR (clicks ÷ impressions × 100%), CPC (cost ÷ clicks), CPM (cost ÷ impressions × 1000), Conversions (desired actions completed), CPA/CPL (cost ÷ conversions), ROAS (revenue ÷ ad spend), Conve

Media Planningdigital marketing metrics glossary

Quick Summary

Essential metrics: Impressions (ad was shown), Reach (unique people who saw the ad), Clicks (clicks on ad), CTR (clicks ÷ impressions × 100%), CPC (cost ÷ clicks), CPM (cost ÷ impressions × 1000), Conversions (desired actions completed), CPA/CPL (cost ÷ conversions), ROAS (revenue ÷ ad spend), Conversion Rate (conversions ÷ clicks × 100%), Frequency (impressions ÷ reach), Impression Share (your impressions ÷ total eligible impressions), Quality Score (Google's 1-10 keyword quality rating), LTV (lifetime value of a customer), and CAC (total cost to acquire a customer including all marketing spend).

Overview

Essential metrics: Impressions (ad was shown), Reach (unique people who saw the ad), Clicks (clicks on ad), CTR (clicks ÷ impressions × 100%), CPC (cost ÷ clicks), CPM (cost ÷ impressions × 1000), Conversions (desired actions completed), CPA/CPL (cost ÷ conversions), ROAS (revenue ÷ ad spend), Conversion Rate (conversions ÷ clicks × 100%), Frequency (impressions ÷ reach), Impression Share (your impressions ÷ total eligible impressions), Quality Score (Google's 1-10 keyword quality rating), LTV (lifetime value of a customer), and CAC (total cost to acquire a customer including all marketing spend).

See our complete guide library for detailed coverage of setup, tracking, analysis, and optimisation across all platforms.

Process Flow

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Step-by-Step Guide

Follow these 3 steps to complete this guide

1

Step-by-Step Setup

Access your account or platform. Navigate to the relevant section. Complete each configuration step, testing along the way. Verify your setup using built-in diagnostic tools before relying on the data for decisions.
2

Best Practices

Start with recommended defaults and optimise based on data. Review performance regularly. Make incremental changes. Document your configuration.
3

Common Issues and Solutions

Check the platform's help centre for troubleshooting. Allow 24-48 hours for data to populate. Ensure correct permissions. Verify all integrations are active and properly configured.

Frequently Asked Questions

Common questions about this topic

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