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After running a Google campaign, you will get a long data report. Other than looking for the obvious, CTR, what else do you look for, both from a tatical and strategic level?

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Good starting point. Building on 's question and 's emphasis on conversions, separate immediate tactical fixes from longer-term strategic measurement. Tactical work reduces wasted spend and improves lead flow this week; strategic work changes where and how you invest over quarters.

Tactical signals and reports to act on now:

  • Search terms report: remove irrelevant queries and add high-intent queries as exact or phrase matches.
  • Impression share and lost-impression-share (budget vs rank): reveals whether to raise bids or increase budget.
  • Keyword-level conversion rate and value-per-click: find high-cost keywords that deliver little value.
  • Landing-page engagement (bounce, pages/session, load time): low engagement often means traffic is wasted.
  • Device / geo / daypart segments: shift bids where conversion efficiency is best.
  • Quality Score drivers: ad relevance, expected click behavior, and landing experience — fixing these lowers CPCs for the same positions.

Strategic metrics and practices:

  • Move from cost-per-conversion to value-based metrics (ROAS, margin per acquisition, and lifetime value). Use AOV and churn to set sustainable bid ceilings.
  • Attribution and assisted conversions: review multi-touch paths so last-click isn’t hiding other channels’ contribution.
  • Incrementality testing: run holdout experiments before scaling to measure true lift.
  • Lead quality tracking: import CRM outcomes or offline conversions so paid leads are measured by lead-to-sale rates, not just raw form submits.

Quick checklist and cautions:

  • Verify tracking (conversion tags, cross-domain, duplicate counting) before trusting numbers.
  • Segment before you optimize (broad averages hide bad pockets).
  • Use controlled experiments and log every major change.
  • Watch sample size and conversion lag; don’t cut or scale on noisy short-term swings.

These steps turn reporting from "what happened" into "what to change and why."

Member Avatar for jrafique

After running a Google campaign, you will get a long data report. Other than looking for the obvious, CTR, what else do you look for, both from a tatical and strategic level?

The most important metric to measure the performance of your campaign are the no of conversions and cost per conversion.

Member Avatar for InsightsDigital

Thanks. Definitely conversions as well as cost per click.

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