Reading Ad Performance Reports
Understand the key metrics in an ad dashboard and what they tell you.
Key Metrics Overview
The essential ad performance metrics are: impressions (how many times your ad was shown), clicks (how many times people clicked it), CTR or click-through rate (clicks divided by impressions as a percentage), CPC (cost per click), CPM (cost per 1,000 impressions), and conversions (the desired actions taken after clicking).
What a Good CTR Looks Like
Average CTR benchmarks vary significantly by platform and ad type. Google Search ads average around 3 to 5% CTR. Google Display ads average under 0.5%. Facebook feed ads average 0.9 to 1.5%. LinkedIn ads typically see 0.3 to 0.5%. Comparing your CTR against industry benchmarks tells you whether your creative and targeting are resonating.
All lessons in this course
- What Are Digital Advertisements
- Understanding Ad Targeting
- Setting Your First Ad Budget
- Reading Ad Performance Reports