The Importance of Setting a KPI for Google Ad Campaigns

Whether you're an in-house employee, work for an agency, freelancer or business owner it’s important to identify what Google Ad metric is going to be your key performance indicator (KPI) before starting the campaign.

What is a KPI and why is it important?

The KPI is simply the metric you will judge your campaign’s performance by. It’s important because not all metrics go up and down together. For example, just because your cost per conversion is going down doesn’t mean conversion volume is up. Just because your return on ad spend (ROAS) is up doesn’t mean conversion volume and revenue is up. Just because conversion volume and sales revenue are up, doesn’t mean your ROAS is higher. Just because the conversion rate is up doesn’t mean your ROAS is also up, etc.

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