By tracking the following key performance indicators, you can optimize your advertising campaigns and make informed decisions at the right time.

Choosing the right KPIs will help you better define your objectives to achieve the results you want.

If you want to make people more familiar with your brand among your target audience, or increase brand awareness, then reach can be very helpful. Reach lets you know how many accounts your ads have been displayed to. However, it is important to keep in mind that reach does not indicate engagement or conversions. To get a complete understanding of how effective your advertising campaign is, you need to analyze reach in conjunction with other performance indicators.

If you are interested in finding out how many times your audience views your ad on average, there is a key indicator that can help you. By measuring how frequently your audience is exposed to the same ad, this indicator informs you about the frequency and average number of ad views by your audience. We understand that too much repetition can lead to a lack of interest, which may adversely affect your ad’s performance and increase costs. When you detect these signs, you can take corrective actions. For instance, you can increase your audience size or add more creative elements to reduce the repeat customer rate

Overall engagement and traffic to your website are two very essential key performance indicators that can help you a lot. Indeed, when your audience interacts and visits your website from online ads, it means they are gradually becoming interested in the products or services you offer. With this in mind, you can target the audience you want to encourage to take action, whether it is to buy a product, sign up for a newsletter or even confirm their attendance at an event. These are effective indicators if you are aiming for consideration objectives.

This key performance indicator is crucial when you are trying to create awareness and generate interest in your audience. It is commonly used for various types of advertising placements and helps you determine the cost per thousand impressions of your ad. It provides valuable insights into the effectiveness of your advertising campaigns, allowing you to optimize your advertising budget accordingly.

If you want to know how many people clicked on your ad, then click-through rate (CTR) can be a good key performance indicator. CTR generally reflects the level of interest and consideration your target audience has for your offer or creative. An increase in CTR indicates that your ad is performing well, and it helps you to understand whether your message aligns with your target audience’s expectations. Additionally, it is essential to analyze which publications are most popular on your social networks and are a hit with your audience. This information can be useful to create effective ads.

This category of indicators is based on profitability and costs. This indicator directly compares the cost of your campaign with the sales it generates. To calculate this metric, you need to divide your generated sales by the total amount spent on advertising. When the result is positive, i.e. greater than one, it means you are spending. On the contrary, if the result is negative (below one), you are generating less revenue than you are spending, which means your campaign is not profitable. Consult our article to find out more about ROAS.

If, for example, your company intends to generate new leads from a form integrated into its ads, then it is important to monitor the acquisition cost per lead. In this case, it is a must to compare the total cost of lead generation campaigns with the number of leads generated. The lower the acquisition cost, the more profitable the campaign will be.

When it comes to online advertising, it is crucial to consider the appropriate key performance indicators (KPIs) based on your objectives. KPIs allow you to determine if your online campaigns are performing well or if they require modifications. By adopting this approach, you are more likely to achieve the desired outcomes.

• How do you select the most relevant KPIs for your advertising objectives?
• What challenges have you encountered in using KPIs for your Social Ads campaigns?
• How do you adjust your strategies according to the data obtained from your KPIs?