Andrew Martin June 20, 2025

11 Key Metrics Your Pay Per Click Agency Should Be Sharing with You

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pay per click marketing

Pay per click (PPC) advertising is an effective way to drive traffic to your website and generate leads for your business. PPC marketing helps you secure the top spots on search engines for your target keywords and display relevant ads to your audience on social media, making it a valuable tactic to include in your digital marketing strategy.

Working with a pay per click agency can help you maximize your ROI on your PPC efforts since you’ll be able to leverage your agency’s skills and experience to develop the most effective campaigns for your specific needs and goals. However, simply implementing a PPC advertising campaign or working with a PPC agency isn’t enough to ensure you achieve the best possible outcome. It’s also important to have a strong PPC tracking plan that helps you monitor the effectiveness of your efforts and make any adjustments necessary to maximize your ROI.

One of the benefits of implementing a pay per click marketing campaign is that it will provide you with a wealth of performance data that can help you understand your audience’s behavior, customize your ads, and improve the performance of your campaigns over time. But there’s an important caveat to mention here – it’s easy to be inundated with data, making it hard to discern the right metrics to track in order to gain the actionable insights you need. It’s critical to focus on the metrics that assess the performance of your campaigns based on your specific business and marketing goals. Ultimately, it’s your PPC agency’s job to understand which metrics to share with you to ensure you understand how well your campaigns are performing.

When your PPC agency shares the right data with you, you’ll be able to use this information to:

  • Optimize your PPC budget allocation
  • Improve campaign relevance
  • Assess the ROI of your efforts

What to Expect from Your Pay Per Click Agency

pay per click agencyYour PPC agency should be sharing the essential metrics necessary to evaluate the performance of your campaign. When reviewing your PPC metrics with your agency, you should expect them to:

  • Customize the reporting to address your established business goals and overall marketing objectives
  • Explain what each metric means and why it matters
  • Provide actionable insights, not just raw data
  • Suggest data-driven adjustments to your campaign that will help you improve your results

Understanding the Most Important PPC Metrics to Track

Knowing the right metrics to track is critical to maximizing the ROI of your efforts. It’s important to understand that not every PPC campaign will need to track the exact same metrics. The right metrics for your campaign will depend on the specific goals you’re trying to achieve with your PPC efforts. Your Pay per click agency should be able to identify the proper metrics to share with you based on your goals and relay this data in a way that’s easy for you to understand.

The overview below will highlight some of the most important metrics to track. Keep in mind that it’s not necessary for your PPC agency to share all of these metrics with you, as focusing on too many items can make it hard to obtain the actionable insights necessary to improve your results. Instead, your agency should narrow down the items in this list to focus on the specific metrics that are going to be most critical to the success of your specific campaign.

Impressions

PPC metricsImpressions track the number of times your ad is shown to a specific user, regardless of whether they clicked on it. Each time the same user sees your ad, it will count as a new impression. The more impressions your ad generates, the better the chances you have of making your audience aware of your brand.

Tracking impressions helps you understand:

  • Your Brand’s Visibility – A high number of impressions is a sign your ad is being shown frequently, which is an indicator that your brand is being seen by your target audience.
  • Ad Budget Allocation – If you notice a drop in your impressions, it’s likely a sign that your budget is no longer sufficient for your ad to be shown over the ads being run by your competitors. In this situation, increasing your ad budget may help you generate more impressions.
  • Ad Relevance – A low number of impressions may indicate that your ad isn’t being considered relevant to the searches you’re targeting. In this situation, adjusting the content of your ad to make it more relevant can help drive more impressions.

Impression Shares

Impression shares track the percentage of impressions your ad received compared with the total number of impressions available. For example, an impression share of 50% means your PPC ad only showed up in half of the opportunities it was potentially eligible to be shown. The other 50% of impressions represent missed opportunities that went to your competitors.

Tracking impression shares helps you understand:

  • Your Competitive Visibility – A low impression share is a sign your competitors are winning more ad bids than you are and securing better positions in the PPC rankings at the top of Google. This typically means your competitors either have a higher bid, a higher quality ad, or both.
  • Your Ad’s Growth Opportunity – Knowing your impression share can help you understand the potential for improving your ad, rank, lead volume and sales by making adjustments to your ad that improve this metric.

Clicks

Clicks measure the number of times people clicked on your ad and were redirected to a landing page. It includes clicks made anywhere in the ad, such as the banner, CTA or any other element of the ad containing a link.

Tracking clicks helps you understand:

  • Engagement with Your Ad – At its most basic level, click data helps you see whether your ad is engaging your users and enticing them to learn more about your offering.

 Click-Through Rate (CTR)

The CTR measures the percentage of impressions that generated clicks. It’s calculated by dividing the number of clicks by the total number of impressions and multiplying by 100.

Tracking CTR helps you understand:

  • Effectiveness of Your Ad – The larger the CTR, the more engaging it is for your audience. A low CTR may be a sign that you need to improve your ad copy, design or targeting.

Cost Per Click (CPC)

cost per clickCost per click tells you the average amount you paid for each click on your ad. It’s calculated by dividing the total number of clicks by the total amount spent on the clicks generated by the ad.

Tracking CPC can help you understand:

  • Ad Efficiency – This data shows you how much you’re paying for your traffic, and whether your clicks are generating relevant, quality traffic that helps you achieve the goals of your campaign.
  • Campaign Ad Quality – Some platforms, such as Google, will give better prices for ad campaigns it deems to be higher quality. A lower CPC may be a sign that your ad campaign quality is strong.
  • Overall Ad Campaign Value – Knowing your CPC helps you determine whether you’re spending too much for leads compared with the revenue generated by these leads. A high CPC may indicate the people clicking on your ad aren’t converting into leads, which may be a sign you’re not getting proper value out of your ad.

Cost Per Acquisition/Cost Per Conversion

Cost per acquisition (CPA), also referred to as cost per conversion, measures how much you spend to generate each conversion (sale, call, form fill, signup, etc.). This metric helps you track the effectiveness of your PPC campaigns and optimize your ad spending to improve your ROI.

Tracking CPA helps you understand:

  • True Acquisition Cost – This data helps you determine the actual cost associated with generating the desired outcome of your campaign. This information can be used to assess whether your results justify the money you’re spending on the campaign.
  • Conversion Efficiency – By tracking the CPA at the audience or keyword level, you can identify which audience groups and target keywords are converting most efficiently. You can then focus your resources on the audience segments and keywords that are bringing back the best ROI.

Conversions

Conversions measure the number of times users perform the desired action associated with your ad. This can measure just about any action you’re trying to get people to take, such as form fills, newsletter signups, downloads, phone calls, or purchases.

Tracking conversions helps you understand:

  • Campaign Effectiveness – When you see the number of actions taken, it allows you to assess how well the campaign is achieving its goal.
  • Campaign ROI – Knowing the number of conversions allows you to assess the overall ROI for each campaign.

Conversion Rate

PPC conversion rateConversion rate measures the percentage of users who performed your desired action. A high conversion rate is generally a sign that your ad, landing page and offer deliver a cohesive message that resonates with your audience.

Tracking conversion rate helps you understand:

  • Campaign Performance – This metric helps you determine whether your ads are compelling enough to complete your desired action.
  • Audience Readiness – Knowing your conversion rate helps you determine how ready your audience is to engage with your offering.
  • Funnel Friction – If your ads are generating a large number of clicks but you have a low conversion rate, it’s generally a sign that there’s friction within your funnel. This can alert you of a need to improve the landing page experience, adjust the form design, or rethink the value proposition conveyed in your ad.
  • Cost Efficiency – A higher conversion rate will lower your CPA, and this will improve the efficiency – and overall ROI – of your ad campaign.

Leads

Leads measure the number of people who completed and submitted the form on your ad’s landing page. Knowing the number leads your campaign generates can help you to properly attribute the business growth associated with your ad spend.

Tracking leads can help you understand:

  • Landing Page Performance – The number of leads you get from your campaign is a sign of how well your landing page is performing. If your ad is generating a low number of leads, it might indicate a poor user experience such as a form that is too long, a poor mobile experience or an unclear value proposition.

Return on Ad Spend (ROAS)

Return on ad spend (ROAS) measures the revenue generated for every dollar spent on your ads. This metric helps you compare the efficiency of each campaign you’re running by showing you which ones are driving the most revenue.

Tracking ROAS can help you understand:

  • Campaign Performance – A high ROAS is a sign that your ad is doing a good job driving revenue for your business.

Bounce Rate

PPC ad bounce rateBounce rate measures the percentage of visitors who click your ad but leave your landing page without taking any further action.

Tracking bounce rate can help you understand:

  • Landing Page Relevance – A high bounce rate may be a sign that your landing page isn’t providing the experience visitors expected based on your ad. It can alert you to the need to improve your page layout or make your offer more relevant to the needs of your audience.

Webolutions Can Help You Maximize the ROI of Your Pay Per Click Campaigns

If you’re including PPC advertising as part of your digital marketing strategy, it’s critical to work with a pay per click agency that can help you maximize the ROI of your efforts and ensure your money is being spent on the right campaigns. At Webolutions, we can set you up for success.

As Denver’s leading digital marketing agency since 1994, we’ve helped hundreds of clients achieve exceptional PPC results that help them generate quality leads and grow their business. Our team will help you develop PPC campaigns using industry best practices, and our real-time performance intelligence dashboards will relay the critical PPC metrics you need to understand the performance of your campaigns in a highly visual way that is easy to digest. This data-driven approach to pay per click marketing will provide you with the actionable information necessary to refine your campaigns over time and maximize your ROI.

We’ll meticulously manage every aspect of your campaigns, optimizing for keywords, ad copy and bid strategies to help you get the most from every click. In addition, we can manage just about any paid ad campaign you want to run, leveraging platforms such as Google, Facebook, and LinkedIn to drive the quality leads your business needs. You’ll benefit from highly targeted ad campaigns tailored to the specific demographics, interests and behaviors of your target audience, ensuring your ads reach the right people in the places where they most frequently consume information online.

Contact us today to schedule a free consultation. Webolutions serves clients nationwide from our offices in Denver, Colorado.

Andrew Martin
pay per click agency

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