Track Weekly, Monthly, and Yearly Performance of Ad Campaign Metrics

Acquisition > Ad Campaign > KPI Table > Time

Summary

The KPI Table report provides a detailed breakdown of key business metrics across different timeframes—week-to-date, month-to-date, and year-to-date—from Ad campaign perspective allowing users to assess short-term and long-term performance trends. It uses color coding (green, red, yellow) to highlight areas of growth, decline, or stagnation and helps identify which metrics are performing well and which require attention.

Questions the report answers

How the business is performing across key metrics in the short-term (week-to-date) and in the long-term (month-to-date, year-to-date)?
Which areas of the business require attention or improvement based on short-term and long-term trends?
What are the key factors or supporting metrics driving the performance (or underperformance) of high-level metrics across different timeframes?

How to read the report

The KPI Table report offers a breakdown of metrics similar to KPI Tree - Ad Campaigns but tracks performance across different timeframes — week-to-date, month-to-date, and year-to-date.
Metrics Column: Metrics are grouped into categories based on how they influence each other and arranged in a sequence similar to KPI Tree - Ad Campaigns, starting from the core metric to storytelling metrics.
Assess the short-term performance using the Week-to-Date (WTD). Month-to-Date (MTD) helps you assess the mid-term trends and understand how the month is progressing. Year-to-Date gives a long-term view of business performance.
Color Coding
- Green indicates positive performance— an increase in the metric.
- Red indicates negative performance—a decline in the metric.
- Yellow indicates no change in performance—neither growth nor decline
A consistent positive performance across both short-term and long-term periods suggests that the business is performing well in this area, and any strategies or tactics in place are likely effective.
A consistent negative performance across both the short-term and the long-term periods suggests that immediate attention is needed to address the issues in the particular area.
If the metric is positive in the long-term (MTD, YTD) but negative in the short-term (WTD), suggests that while performance has been strong over the longer term, there has been a short-term dip in that area. You can assess the reasons behind the temporary fluctuation is it because of external factors or internal factors. You can use the supporting metrics to understand the why behind the short-term change.
If the metric is negative in the long-term (MTD, YTD) but positive in the short-term (WTD), indicates that there has been underperformance, and the business is seeing recent improvements. The short-term positive performance suggests that actions taken recently have started to yield positive results, but there is still work to be done.

Glossary

`Average Order Value from Ads`

The average revenue per order generated from all advertising platforms. It is calculated by dividing the total ad revenue by the total ad orders.

Average Order Value from Ads =

\frac{Revenue from Ad}{Number of Orders from Ads}

`Ads Cost`

The total spend on advertisements across all advertising platforms. It is calculated by summing the costs associated with each ad platform.

`Clicks`

The total number of clicks generated from all advertising platforms. It is calculated by summing the clicks across all ad platforms.

`Clicks to Order Conversion`

The percentage of ad clicks that result in an order across all advertising platforms. It is calculated by dividing the total number of ad orders by the total number of ad clicks.

Clicks to Order Conversion =

\frac{Number of Orders from Ads}{Clicks} \times 100

`Click through Rate (CTR)`

The percentage of ad impressions that resulted in clicks across all advertising platforms. It is calculated by dividing the total number of ad clicks by the total number of ad impressions.

Clicks through Rate (CTR) =

\frac{Clicks}{Impression} \times 100

`Conversion Rate (Google Analytics)`

The percentage of website sessions tracked by Google Analytics (GA) that result in a purchase. It is calculated by dividing the number of orders by the number of sessions.

Conversion Rate =

\frac{Number of Orders}{Sessions tracked by GA} \times 100

`Cost per 1000 Impressions (CPM)`

The average cost per thousand ad impressions across all advertising platforms. It is calculated by dividing the total ad cost by the total number of ad impressions and then multiplying by 1,000.

Cost per 1000 Impressions (CPM) =

\frac{Ads Cost}{Impressions} \times 1000

`Cost per Click (CPC)`

The average cost incurred for each click on advertisements across all advertising platforms. It is calculated by dividing the total ad cost by the total number of ad clicks.

Cost per Click (CPC) =

\frac{Ads Cost}{Clicks} \times 100

`Impressions`

The total number of times advertisements were displayed to users across all advertising platforms. It is calculated by summing the impressions from all ad platforms.

`Number of Orders from Ads`

The total number of orders generated from all advertising platforms. It is calculated by summing the orders across all ad platforms.

`Revenue from Ads`

The total revenue generated from all advertising platforms. It is calculated by summing the order values across all ad platforms.

`Return on Ad Spend (ROAS)`

The revenue generated for every dollar spent on advertisements across all advertising platforms. It is calculated by dividing the total ad revenue by the total ad cost.

Return on Ad Spend (ROAS) =

\frac{Revenue from Ads}{Ad Cost}