Running digital campaigns without tracking the right numbers is like driving with your eyes closed. You might get somewhere, but probably not where you want to go. With so much data available, it’s easy to get distracted by vanity metrics. So, let’s cut through the noise. Here are the four metrics that actually matter.
Conversion Rate
This is the big one. Conversion rate tells you how many people took the action you wanted—like filling out a form, buying a product, or signing up for a newsletter. If your campaign isn’t converting, it’s time to rethink your message or your audience.
Cost Per Conversion (CPC)
How much are you paying to get each conversion? You could be getting tons of conversions, but if they’re costing too much, your campaign isn’t truly successful. Keeping an eye on CPC helps you manage your budget and get the most value.
Click-Through Rate (CTR)
CTR shows how many people clicked on your ad after seeing it. A high CTR means your ad is grabbing attention. A low one? It might be time to tweak the wording, design, or targeting.
Return on Ad Spend (ROAS)
ROAS tells you how much revenue you earn for every rand spent on advertising. If you spend R1 000 and make R3 000, your ROAS is 3x. It’s the bottom-line view of whether your campaign is profitable.
There are plenty of other numbers you can look at—but if you focus on these four, you’ll know whether your digital campaigns are actually working. The rest? Nice to have but not make-or-break.
Want help tracking what really matters? We’re just a click away. Reach out to us today: https://imsolutions.co.za/contact-us/
