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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/

Michelle Bridger

Petra's detailed reports and her personal assistance has been helping us to know where to concentrate our efforts and even showed us technical issues we needed to fix. Our Audience Engagement Report identified several key interests of our buying audience. We tried targeting one of those interests and it brought in two sales almost immediately! I highly recommend working with Petra and accessing her brilliance to scale your business.

Michelle Bridger Michelle Bridger, Facebook Advertising Specialist Ecommerce Google Tag Manager, Google Analytics & Google Data Studio Configuration April 23, 2020

Nadia Rossi

It has been an absolute pleasure working with Petra over the last year and a half. 1834 Hotels centralises marketing for over 20 hotels around Australia, all with different branding and websites. On an analytics level Petra’s skills have allowed us to monitor and track our marketing efforts in the digital space. Bringing Petra onboard to manage our Google Ads was one of the best marketing decisions we have made. Her thoroughness and attention to detail is incredible, her insights have helped develop better marketing strategies and demonstrate to shareholders return on investment. I would highly recommend working with Petra.

Nadia Rossi Digital Marketing at 1834 Hotels Ecommerce / Hotel Google Ads April 23, 2020

charles marois olsa tools

Working with Petra was a great experience, communication was easy and she is very organized. She also provided detailed reports of the work she had done and the results generated. We would definitely recommend her services.

Charles Marois CEO, Olsa Tools 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

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