Top 16 Advertising KPIs and Metrics You Should Be Measuring This Year
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Advertising KPIs List

Advertising KPIs are metrics that track and measure the advertising manager, employee, and team’s ability to plan, implement, and monitor an advertising campaign successfully. The advertising department is primarily responsible for the company’s advertising efforts to increase customer conversions and drive up sales numbers.

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Advertising Manager Objectives

The advertising manager’s objectives or KPIs are designed to track and measure the extent to which the advertising manager fulfills the role’s requirements, including assisting the team with improving advertising metrics like the return on ad spend. The higher these metrics, the greater the manager’s operational efficiencies.

  • Improve the Return on Ad Spend  – The Return on Ad Spend is a marketing metric that measures the amount of income generated for every dollar it spends on advertising. This KPI tracks and measures the advertising manager’s ability to motivate the advertising team to improve this metric over time.
  • improve the Cost per Acquisition – The Cost per Acquisition (CPA) metric is a marketing metric that measures the aggregate cost to acquire one paying customer per campaign. This KPI tracks and measures the advertising manager’s ability to work with the advertising team to improve the CPA over time.

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  • Improve the Customer Acquisition Cost – The Customer Acquisition Cost (CAC) metric measures the total cost of converting a prospect or lead into a returning customer. This KPI tracks and measures the extent to which the advertising manager works with the team to improve this cost over time.
  • Improve the conversion rate – The conversion rate metric measures the extent to which the advertising manager is able to improve the percentage of visitors to the company website that covert. This KPI tracks and measures the advertising manager’s ability to improve the conversion rate metric over time.
  • Improve the Click-Through Rate – The Click-Through Rate (CTR) is a marketing metric that measures the number of clicks advertisers receive on their ads in relation to the number of impressions. This KPI tracks and measures the advertising manager’s ability to improve the CTR over time.
  • Improve the Cost per Click – The Cost per Click metric is a marketing metric that measures the actual price of an online click in a PPC (Pay-per-Click) advertising campaign. This KPI or objective tracks and measures the extent to which the advertising manager can improve this metric over time.
  • Improve the Earnings per Click – The Earnings per Click ratio is an affiliate marketing metric that measures the average amount of money earned each time an online user clicks one of your brand’s affiliate links. This KPI tracks and measures the advertising manager’s ability to improve this ratio over time.
  • Improve impressions – The impressions metric measures the number of times a digital advert renders on the user’s screen without any actions taking place. This KPI tracks and measures the advertising manager’s ability to help the advertising team improve this metric over time. The higher this rate, the greater the manager’s operational efficiencies.
  • Improve the search lost budget – The search lost budget is a marketing metric that measures the number of times an advertisement did not appear because the advertising campaign budget was too low. This KPI or objective tracks and measures the advertising manager’s ability to ensure that the advertising budget is always sufficient.

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Advertising Team Objectives

The advertising team’s objectives or KPIs are designed to track and measure the extent to which the advertising team fulfills their role’s requirements, including improving advertising metrics like reducing cost per conversion, cost per click, and cost per 1000 impressions. The higher these metrics, the greater the team’s operational efficiencies.

  • Improve the Cost per Conversion – The Cost per Conversion (CPC) metric identifies how much it costs an Internet advertiser to acquire a customer that makes at least one purchase. This cost includes all traffic for the duration of the advertising campaign. This KPI measures the advertising team’s ability to improve the CPC metric over time.
  • Improve the Cost per Action – Cost per Action advertising is an online pricing model that measures the cost of an action such as an online sales, click or web form submit. This KPI track and measures the extent to which the advertising team is able to reduce the Cost per Action metric over time.

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  • Improve website conversions – The website conversions metric is a marketing metric that measures the extent to which the predetermined website actions are completed. This KPI tracks and measures the advertising team’s ability to improve this metric over time. The higher this KPI, the greater the team’s operational efficiencies and successes.
  • Improve assisted conversions – The assisted conversion metric is part of Google Analytics that measures any channel click, other than the last click that answers the site’s CTA. This metric helps advertising teams understand the actual value of a multi-channel approach to driving conversions. The higher this metric, the greater the advertising team’s successes.
  • Improve the Cost per Thousand impressions – The Cost per Thousand impressions also called cost per mille, is a marketing term denoting the price of 1 000 advertisement impressions on one web page. This KPI tracks and measures the advertising team’s ability to reduce this cost. The higher this metric, the greater the advertising team’s successes.
  • Improve the time watched – The time watched metric is a YouTube or video marketing metric that measures the length of time a user spends watching the company’s advertising videos. This KPI or objective tracks and measures the advertising team’s ability to improve this metric over time.
  • Improve the phone call leads – The phone call leads metric is a marketing metric that measures the number of leads generated during an advertising campaign in relation to the total number of leads generated over the same time. This KPI tracks and measures the advertising team’s ability to improve this ratio over time.
  • Improve the Session-to-Contact rate – The Session-to-Contact rate is a marketing metric that measures the increase in web traffic in relation to the number of customer conversions. This KPI tracks and measures the advertising team’s ability to improve the session-to-contract ratio over time. The higher this metric, the greater the team’s operational efficiencies.
  • Improve the cost per lead – The cost per lead metric is a marketing metric that measures an advertising campaign’s cost-effectiveness when it comes to generating new leads for the sales team. This KPI tracks the advertising team’s ability to increase the cost per lead ratio. The higher this metric, the greater the advertising team’s successes.
  • Improve the advertising source – The advertising source is a marketing metric that measures the number of sources, like social media channels and websites, utilized in an advertising campaign. This KPI tracks and measures the advertising team’s ability to effectively use a wide variety of sources per advertising campaign.
  • Improve the traffic source conversion rate – The traffic source conversion rate is a marketing metric that tracks and measures the customer conversion rate per source divided by the total number of people who visit each source over time. This KPI tracks and measures the advertising team’s ability to improve the traffic source conversion rate over time.

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Advertising Employee Objectives

The advertising employee’s objectives or KPIs are designed to track and measure the employee’s ability to fulfills the role’s requirements, including assisting the team with improving advertising metrics like the quality score, relevance score, revenue per keyword, and advertising frequency. The higher these metrics, the greater the employee’s operational efficiencies.

  • Improve the quality score – The quality score is a marketing metric that measures the quality of the online ads, website keywords, and landing pages. This KPI measures the advertising employee’s ability to improve the brand’s online advertising quality score. The higher this metric, the greater the employee’s ability to increase the online quality score.
  • Improve the relevance score – The relevance score is a marketing metric based on Facebook marketing. It measures the relevance of an advertisement that is delivered to online users. This KPI tracks and measures the advertising employee’s ability to improve the relevance of the ads placed online.

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  • Search absolute top impression share – The search absolute top impression share (“Impr share (abs top) %) ratio measures the actual impressions received at the top of the organic search results divided by the total eligible impressions. This KPI measures the advertising employee’s ability to increase the number of impressions at the top of the SERP.
  • Improve the revenue per keyword – The revenue per keyword metric is a marketing metric that measures the revenue generated per single targeted keyword used in an advertising campaign. This KPI tracks and measures the advertising employee’s ability to improve the income per keyword. The higher this metric, the greater the employee’s operational efficiencies.
  • Improve the ratio of paid keywords to overall paid traffic – The ratio of paid keywords to overall paid traffic is a marketing metric that measures the cost of paid keywords in relation to the total paid traffic in an advertising campaign. This KPI tracks and measures the advertising employee’s ability to improve this ratio over time.
  • Improve advertisement frequency – The advertisement frequency metric is the number of times a person is exposed to an advertisement over time. This KPI tracks and measures the extent to which the advertising employee is able to increase this rate over time. The higher this metric, the greater the advertising employee’s operational efficiencies.
  • Improve leads acquisition ratio – The leads acquisition ratio is a marketing metric that measures the number of leads acquired in relation to the number of visitors to one or more of the brand’s channels during an advertising campaign. This KPI or objective tracks and measures the leads acquisition ratio over time.

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These advertising KPIs are an integral part of ensuring that the advertising employee, team, and manager meet their critical organizational efficiencies. The successful implementation of an advertising campaign plays an indispensable role in ensuring that the company’s sales figures increase, driving sustainable growth and development. Consequently, measuring these objectives is key to organizational success. They focus on tracking metrics grouped in three result areas: advertising employee, team, and manager.

It is vital to track and measure these KPIs over time because they offer insight into the advertising department’s success and where improvements are needed. Metrics like improving advertisement frequency rate, the search lost budget, total top impression share, Click-Through-Rate, Cost per Click, and Earnings per Click are integral to ensuring operational success for the whole organization.

Implementing advertising objectives for the advertising team, employee, and manager aims to ensure consistency over time. High-performing metrics are valued, translating into an effective advertising strategy and application by the advertising department. On the other hand, low-performing metrics must be revisited as they indicate poor performance and will detract from operational and organizational success metrics.

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