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The most important metric in Google Ads campaigns is the one that best measures your required business outcomes.
So for example, if your business sells directly to a consumer online, your most important metric will be Revenue (Conversion Value in Google Ads) or Return on Ad Spend (ROAS – Conversion Value/ Cost in Google Ads).
Depending on your goals, you will rank one of these as more important than the other. If your highest priority is to get top-line revenue then Revenue is the most important metric for you. If your highest priority is to be efficient with your marketing budget, and to spend as little as possible while getting a decent return then ROAS is the most important metric for you.
This distinction is important, because it is possible to get a great ROAS but low Revenue. These two metrics work independently of each other. Of course the best outcome is when you have high revenue and high ROAS as well!
For businesses that work with leads, you may rank Conversions or Cost Per Acquisition (CPA) as your most important metrics. If Conversions directly matches your leads you can find out how many leads you are getting from your campaigns. CPA will be your most important metric if you need to preserve your budget and keep your costs down. In this case, the best outcome is high Conversions and low Cost Per Acquisition.
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