Pay-per-click (PPC) advertising is a powerful way to drive traffic, generate leads, and increase sales. However, many marketers focus too much on just a couple of metrics—click-through rate (CTR) and cost-per-click (CPC). While these are important, they don’t tell the whole story of campaign performance. To truly optimise your PPC campaigns, you need to track a broader set of metrics that provide deeper insights into user behaviour, profitability, and long-term success. Here are 10 PPC metrics you should be tracking (but probably aren’t), along with explanations of why they matter.
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1. Quality Score
Why It Matters:
Google Ads assigns a Quality Score (QS) to your keywords based on ad relevance, expected CTR, and landing page experience. A high QS can reduce your CPC and improve ad placements.
How to Improve It:
- Ensure your ads closely match the intent of the keywords.
- Optimise landing pages for relevance and user experience.
- Continuously test and refine your ad copy.
2. Impression Share
Why It Matters:
Impression share tells you the percentage of times your ad is shown compared to the total available impressions in your market. A low impression share means you’re missing out on potential traffic.
How to Improve It:
- Increase your budget if limited by funds.
- Improve your Quality Score to rank higher without increasing bids.
- Refine your targeting to focus on high-converting audiences.
3. Conversion Rate by Device
Why It Matters:
Your ads might perform differently on desktop, mobile, and tablet. If mobile conversion rates are low, you could be losing money on mobile clicks.
How to Improve It:
- Optimise landing pages for mobile responsiveness.
- Adjust bid modifiers to allocate more budget to high-performing devices.
- Test different ad creatives specifically for mobile users.
4. View-Through Conversions
Why It Matters:
View-through conversions track users who see your ad but don’t click, yet later convert. This is especially useful for display and video campaigns.
How to Improve It:
- Strengthen remarketing efforts to re-engage these users.
- Improve brand messaging to encourage conversions later.
- Use multi-channel attribution models to analyse their journey.
5. Cost Per Acquisition (CPA) vs. Customer Lifetime Value (CLV)
Why It Matters:
CPA alone doesn’t show whether your PPC campaigns are profitable in the long run. Comparing CPA to CLV helps you determine if your advertising costs are justified by customer revenue.
How to Improve It:
- Focus on high-value customers through targeted campaigns.
- Use loyalty programs to extend customer retention.
- Adjust bidding strategies to optimise for high-value leads.
6. Ad Position vs. Conversion Rate
Why It Matters:
Being in the top position isn’t always the best. Sometimes, lower positions yield better conversion rates with lower CPC.
How to Improve It:
- Analyse conversion rates by ad position.
- Adjust bids based on where conversions are most cost-effective.
- A/B test different ad placements to determine the best ROI.
7. Time on Site & Bounce Rate
Why It Matters:
If users click your ad but leave quickly, your landing page might not be relevant or engaging.
How to Improve It:
- Ensure landing page content matches ad intent.
- Improve page load speed to prevent drop-offs.
- Use engaging CTAs to guide visitors toward conversions.
8. Assisted Conversions
Why It Matters:
Not all PPC interactions lead to immediate conversions. Assisted conversions track how PPC contributes to multi-touchpoint customer journeys.
How to Improve It:
- Use attribution modelling to understand PPC’s role in the funnel.
- Retarget visitors with display ads and email campaigns.
- Align PPC efforts with SEO and content marketing.
See how Click Return can drive more traffic to your website
- Social Media Marketing: Amplify your key message, increasing traffic and sales.
- Search Engine Optimisation: Grow your SEO traffic and enjoy visible results.
- Pay Per Click Advertising: Smart paid strategies with guaranteed ROI.
9. Negative Keywords Effectiveness
Why It Matters:
Negative keywords help prevent wasted spend on irrelevant searches. Tracking their impact ensures your budget is used efficiently.
How to Improve It:
- Regularly review search term reports.
- Continuously update your negative keyword list.
- Use match types strategically to filter out low-quality traffic.
10. Return on Ad Spend (ROAS)
Why It Matters:
ROAS is one of the most critical metrics for measuring profitability. It helps you understand how much revenue you’re generating for every dollar spent on ads.
How to Improve It:
- Optimise targeting to focus on high-value customers.
- Test different bidding strategies for better cost efficiency.
- Improve ad creative and landing pages to boost conversions.
Final Thoughts
While CTR and CPC are important, they don’t provide a complete picture of your PPC performance. Tracking these additional metrics will help you make data-driven decisions, optimise ad spend, and maximise overall ROI. By diving deeper into these insights, you can fine-tune your campaigns for sustainable, long-term success.
Start implementing these metrics into your PPC strategy today and watch your advertising efficiency soar!
Unlock the potential of your business by contacting Click Return today to learn more about how we can help with your PPC Metrics.
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