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most important PPC KPIs to track.
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Daniel Digital
 that genuinely move the needle. Think beyond just simple clicks and impressions – while seeing those numbers go up feels good, Brooke reminds us they don’t tell the whole story. Are those clicks actually turning into something valuable for your business?</p><h3>Essential Efficiency Metrics: Conversions</h3><p>That’s why focusing on metrics like Conversion Rate (what percentage of clicks lead to a desired action, like a sale or lead) and Cost Per Conversion (how much you’re spending to get that action) is so critical. Brooke highlights these as essential for understanding campaign efficiency. Are you spending your budget wisely?</p><h3>The Bottom Line: Return On Ad Spend (ROAS)</h3><p>And crucially, she talks about Return On Ad Spend (ROAS). This is often the bottom line – for every dollar you put into ads, how much revenue are you getting back? Knowing this helps justify your ad spend and guides future budget decisions.</p><h3>Key Health Indicators: Quality Score & Impression Share</h3><p>Brooke also touches on important health metrics like Quality Score – Google’s grade on your ad relevance which impacts your costs – and Impression Share, which tells you how much more visibility you could potentially capture.</p><h3>Connecting PPC to Business Goals</h3><p>Brooke’s perspective really guides you to look at the metrics that connect ad performance directly to business results. It’s less about vanity numbers and more about profitable action.</p><p><em>Source: Brooke Osmundson. Want to dive deeper into each metric and see exactly how they fit together? You’ll find her full analysis incredibly useful; check out her guide on the <a href=)
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