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5 Metrics In Adwords You Need To Be Monitoring


5 Metrics In Adwords You Need To Be Monitoring

If you are a small business and are running your PPC campaign you need to be keeping track of these 5 key metrics:


Impressions are the number of times your ads have been seen. Therefore you need to keep an eye on the number of impressions your ads are receiving. First of all, if your ads are not getting impressions then no one will be seeing your ads, which means there is no chance you will get any clicks. Impressions are also useful because it gives you an idea of the demand for the keywords. If you are struggling to get clicks you should be trying to improve your ad position through improving your quality score & increasing bids on keywords.


This is the number of clicks your ads are getting. This is a useful stat as it shows you how many people are coming onto your site through Adwords. You can change the date range on Adwords to see how many clicks are coming to the site through AdWords daily, monthly, weekly, etc. The number of clicks the ads get usually correspond to the ad rank.


The click-through rate (%) is the number of times the ads have been clicked divided by the number of times the ad has been shown (impressions). What’s really been recorded here is the effectiveness of your ad copy. As if your ads are of high quality they will have a high click-through rate, however, if they aren’t effective then the CTR is likely to be lower. In the PPC industry, a CTR is about 2% so anything higher than this is good. In order to improve CTR use call to actions, promotions, highlight what makes you unique, etc.

Conversion rate

Conversion rate is the number of people who clicked on the ads divided by the number of conversions. A conversion could be a phone call, email, contact form submissions, e-book download etc. Conversion is essentially a goal of the campaign and is an extremely important statistic. There is no point spending a lot of money on advertising and getting people onto the site if they are no conversions. Conversion rate can give you a good idea of the effectiveness of the website and design. As if the right audience are coming onto your site through but are not converting then this could be due to a website design issue.

Cost per conversion

Now, this is the most important statistic as this will show you how much you are spending in order to get a conversion. Therefore this stat can help you work out your return on investment. Your Adwords should always be producing you a positive ROI, as this is the whole point of it! If your Adwords campaigns are not producing a positive ROI then we are more than happy to do an audit of your account and give you suggestions on how to improve performance.

Keeping a track of these metrics is very important as this the only way you can optimise the campaign and work out the success of the campaign. Make sure you check your account daily and if you are running your ads account yourself we wish you the best of luck!

Rebecca is a Digital Marketing Coordinator at Siren Search.

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