Track Performance metrics across Ad Platforms

Acquisition > Ad Campaign > KPI Table > Campaign

Summary

The report provides a detailed breakdown of performance metrics across different advertising platforms, such as Google Ads, Meta Ads, and TikTok Ads. By analyzing the key performance indicators (KPIs) like Revenue from Ads, Return on Ad Spend (ROAS), Cost per Click (CPC), and Click-Through Rate (CTR), this report helps you evaluate the effectiveness of each ad platform.

Questions the report answers

Which ad platforms are generating the most revenue and providing the best return on investment (ROAS)?
How do the cost and efficiency of advertising campaigns vary across platforms?
Are there specific platforms underperforming in terms of clicks, conversions, or impressions?

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 Ad Platforms.
Metrics Columns: This column displays key metrics like Ad Cost, Revenue from Ads, ROAS, and others. The metrics are grouped to provide insights into spend, efficiency, and conversion performance.
Ad Platform Column: This column lists the platforms included in the analysis, such as Google Ads, Meta Ads, and TikTok Ads. By clicking on a platform name, you can drill down into specific ad platforms for more granular insights.
Colour Coding:
- Green: Indicates positive performance (e.g., high ROAS, low CPC).
- Red: Highlights negative performance or inefficiencies (e.g., low CTR, high CPM).
- Yellow: Represents neutral performance or minimal change.
Return on Ad Spend (ROAS) is the top-level KPI that reflects the effectiveness of your ad spend by comparing the revenue generated from ads to the cost of ads. If this metric is positive and growing, your campaigns are performing well; if it’s negative or declining, it indicates underperforming campaigns.
ROAS is driven by the total Revenue from Ads and the total Ad Costs. If Revenue from Ads is increasing while Ad Costs remain stable or decrease, ROAS will improve. Conversely, if ad costs increase without a proportional rise in revenue, ROAS will decline.
Number of Clicks on your ads is a key driver of the Number of Orders from Ads. Clicks on your ads are influenced by Number of Impression and Click-through Rate (CTR)
Key cost metrics include Cost per 1000 Impressions (CPM) and Cost per Click (CPC), which measure the efficiency of your ad spend.
The low-level metrics are the storytelling metrics help you understand why behind the performance of the high-level metric. For example, if the Revenue from Ads is down compared to the prior year, the KPI Table helps determine whether the decline is due to a decrease in the Number of Orders from Ads, Average Order Value from Ads, or both. The tree allows for further analysis by breaking down these high-level metrics into more detailed insights, offering a top-down view of the business.

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}