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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.

This tip and many others are found at https://www.petramanos.com/category/tips/

Sophie Abnett

Here at 1834 Hotels we centralise the marketing for many different hotels. It can be an enormous undertaking to monitor and track the performance of each one, especially when they are all on separate webpages.

Petra helped to resolve this difficulty by creating a central hub in Google Tag Manager and Google Analytics with Cross-domain tracking and Ecommerce as well. She created many valuable analytics dashboards and reports that draw from the centralized source. Now that we have all the analytics tracking working it has improved the accuracy of our reporting and the insights have helped develop better marketing strategies.

Petra’s skills and wealth of knowledge is fantastic. I would recommend Petra without hesitation.

Sophie Abnett Digital Marketing Project Manager at 1834 Hotels Ecommerce / Hotel Google Analytics, Google Tag Manager & Google Data Studio Integration April 23, 2020

Erica Stacey Scout Digital

I recently worked with Petra to improve my understanding of Google Tag Manager.

Petra not only provided a solid overview of GTM set up and event tracking, she also provided many tips on best practice, and answered the questions that I didn't even know to ask!

Petra is patient, fun to work with, and her analytical programming mind is hell bent on finding the BEST solution to any data, analytics or tracking problem.

Erica Stacey Scout Digital Marketing Strategy Session June 21, 2017

leesa dawson

I am so grateful to have met you, as I think your insights are the BEST I have ever come across.

Leesa Dawson CEO, The Uniform Stylist Ecommerce Google Ads April 23, 2020

david clayton myomasters

Your attention to detail is beyond what I had expected. The detail of the data is incredible. The best part though was to learn the profile demographic - which is very different to whom I think I've been trying to target through social.

David Clayton Director, Myomasters Massage Health Clinic Google Ads April 23, 2020

brett leggett

Hi Petra, Hope you are well, I checked out the Google Analytics and all I can say is AWESOME. You have essentially doubled her revenue in a month and the Google Ads seem to be popping off!

Brett Leggett Brett Leggett ✪ eCommerce Growth Specialist Ecommerce Google Ads April 23, 2020