This guide strips back the fluff and puts the spotlight on metrics that tell the real story. From click-through rates to CPA and ROAS, every metric here is chosen for its impact, not just how good it looks on a dashboard.
What Defines Good PPC Performance?
Clicks and impressions are surface-level indicators. The real measure of success lies in what happens after the clicks, leads generated, sales made, and whether the return justifies the investment.
PPC Metrics For E-commerce
- ROAS (Return on Ad Spend)
The primary metric. Every pound spent should generate more in sales revenue. A healthy ROAS ensures the campaign is contributing directly to business growth.
- Average Order Value (AOV)
Higher AOV improves efficiency and increases ROAS.
- Conversion Rate
Reflects how well product pages and checkout flows are converting intent into purchases. The higher, the better.
PPC Metrics For Lead Generation
- POAS (Profit on Ad Spend)
Critical when lifetime value and sales closing rates are known. It provides a clearer picture of profitability beyond surface-level lead volumes. - Cost Per Acquisition (CPA)
Should be sustainable relative to lead value and sales conversion rates. - Lead Quality
Essential. High-volume lead generation means little if those leads don’t convert into paying customers. - Conversion Rate
Indicates how well the funnel is turning traffic into qualified enquiries.
Across both models, performance is defined by:
- Strong, measurable ROI
- Quality over quantity in leads or sales
- Conversion rates that exceed industry averages
Failing to meet these benchmarks signals inefficiency. Budget must be redirected, refined, or reallocated.
Why Tracking the Right PPC Metrics Matters
Clicks and impressions don’t tell the full story. They indicate presence, not performance.
Effective PPC management demands clarity on what’s working and why. Without proper tracking, decisions are built on assumptions. That’s a fast track to inefficiency.
The following metrics separate insight from guesswork:
When campaigns are judged by the right metrics, optimisation becomes data-driven. Budget is spent where it works hardest. Results are scalable, performance gaps are clearly identified, and winning strategies can be rolled out across platforms. But none of this is possible without a robust tracking setup.
The foundation of accurate performance insights? Tracking that works. Every key decision from keyword bidding to creative testing—depends on clean, reliable data. Get that wrong, and even the most sophisticated campaigns will be flying blind, unable to distinguish between effective tactics and wasted effort.
