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Understanding Campaign Metrics

Learn how to interpret and analyze the key performance metrics in your Hero Marketer dashboard.

John avatar
Written by John
Updated over a week ago

Overview

Hero Marketer tracks essential Google Ads metrics that matter most for B2B SaaS companies. Each metric provides insights into your campaign's performance and helps optimize your marketing spend.

Core Metrics

Cost Metrics

  • Cost: Your total ad spend

    • How to read: Lower is generally better, but consider alongside conversions

    • Format: Local currency (e.g., USD, EUR)

    • Use case: Track spending against budget

  • Cost per Conversion (CPA): Average cost to acquire one conversion

    • How to read: Lower is better

    • Format: Local currency with 2 decimal places

    • Use case: Evaluate acquisition efficiency against your target CAC

Volume Metrics

  • Impressions: Number of times your ads were shown

    • How to read: Higher indicates broader reach

    • Format: Whole numbers

    • Use case: Measure campaign visibility and reach

  • Clicks: Number of times users clicked your ads

    • How to read: Higher indicates strong ad relevance

    • Format: Whole numbers

    • Use case: Gauge ad effectiveness and user interest

Conversion Metrics

  • Conversions: Number of completed desired actions

    • How to read: Higher is better

    • Format: Whole numbers

    • Use case: Track direct campaign success

  • Conversion Rate: Percentage of clicks that led to conversions

    • How to read: Higher is better

    • Format: Percentage with 2 decimal places

    • Use case: Measure landing page and offer effectiveness

Efficiency Metrics

  • Click-Through Rate (CTR): Percentage of impressions that resulted in clicks

    • How to read: Higher indicates better ad relevance

    • Format: Percentage with 2 decimal places

    • Use case: Evaluate ad copy and targeting effectiveness

  • Cost per Click (CPC): Average cost for each click

    • How to read: Lower is generally better

    • Format: Local currency with 2 decimal places

    • Use case: Monitor bidding efficiency

Working with Metrics

Metric Cards

Each metric appears in a card showing:

  1. Current value for selected date range

  2. Previous period value (when comparison enabled)

  3. Percentage change (green for improvement, red for decline)

  4. Brief description of the metric

Customizing Display

  1. Use the dropdown on each metric card to select a metric

  2. Choose from available metrics not already displayed

  3. View selected metrics in both cards and charts

Comparing Performance

  1. Enable comparison mode in the date selector

  2. Choose comparison type (Previous Period, Year Over Year)

  3. View side-by-side metrics and percentage changes

  4. Analyze trends in the comparison chart overlay

Interpreting Results

Positive Indicators

  • Decreasing Cost per Conversion (CPA)

  • Increasing Conversion Rate

  • Improving Click-Through Rate (CTR)

  • Stable or decreasing Cost per Click (CPC)

Warning Signs

  • Rising CPA without increased conversion value

  • Declining CTR with stable impressions

  • Increasing CPC without improved conversion rates

  • High impressions but low clicks

Best Practices

Daily Monitoring

  1. Check total spend vs. budget

  2. Monitor conversion trends

  3. Watch for significant metric changes

  4. Review cost efficiency metrics

Weekly Analysis

  1. Compare week-over-week performance

  2. Analyze conversion patterns

  3. Evaluate cost efficiency trends

  4. Check campaign-level metrics

Monthly Review

  1. Assess overall performance trends

  2. Compare against industry benchmarks

  3. Evaluate ROI and CAC targets

  4. Plan optimizations based on data

Next Steps

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