Separate delivery metrics from business outcomes

Impressions, reach, clicks and video views explain how a campaign is delivered. They are useful diagnostics, but they do not automatically show whether the campaign is generating value.

Understand the conversion path

Track meaningful actions such as qualified enquiries, completed purchases, booked appointments or other agreed goals. Check that conversion events are implemented correctly and do not count the same action multiple times.

Look at cost and quality together

Cost per lead can be misleading if leads are unqualified. Pair cost metrics with sales acceptance, close rates, average order value, repeat purchase or other indicators that reflect downstream quality.

Use ROAS with context

Return on ad spend compares attributed revenue with advertising cost, but it does not include every cost or prove that all reported revenue was incremental. Consider margins, attribution windows and the role of other channels.

Build a useful testing rhythm

Write down the hypothesis before testing creative, audience or landing-page changes. Give tests enough time and data to be informative, and avoid declaring winners from tiny samples.

Make reporting actionable

A useful weekly review should cover what changed, what likely caused it, what remains uncertain and what the team will do next. Keep the number of headline KPIs small and use supporting metrics for diagnosis.

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