Business KPIs vs diagnostic metrics
- DiagnosticsCTR, cost per click, impression share
- EfficiencyConversion rate and cost per lead
- VolumeCalls, forms and bookings
- OutcomeBooked jobs, revenue and return on ad spend
What each one tells you
| Metric | What it shows |
|---|---|
| Leads | How many people got in touch |
| Cost per lead | What each lead costs, spend divided by leads |
| Conversion rate | Share of clicks that turn into leads |
| Booked jobs | Leads that became paying work |
| Impression share | How often your ads showed when they could have |
Diagnose with the supporting numbers
If leads fall, check whether impressions, clicks or conversion rate dropped. Fewer impressions point to budget or bids. Fewer clicks point to ads. A lower conversion rate points to the page, tracking or lead handling.
Metrics that mislead alone
- Clicks, without leads behind them
- Impressions, which cost little and mean little
- CTR, which can rise while leads fall
- Optimization score, which measures settings, not results
Good example. A roofing report leads with booked inspections and cost per inspection, then explains changes using clicks and impression share.
Bad example. A roofing report celebrates 50,000 impressions and a higher CTR. Booked inspections are not mentioned.
Read what a PPC report should include. Our PPC management reports leads and jobs first.