Google Display campaigns are a powerful advertising tool. Through precise targeting and a wide network of partner sites, these campaigns can reach huge audiences and drive interest in products and services. However, the success of a Google Display campaign is not only measured by the number of impressions or clicks. To truly understand how successful your campaign is, you need to track certain key metrics.

5 key metrics of a Google Display campaign

In this blog post, we'll go over five key metrics that will help you accurately measure the performance of your campaigns and make informed decisions about future strategies.

CTR (Click-Through Rate) - Rate of clicks

CTR is a basic metric that measures how many users clicked on your ad relative to the total number of impressions. This is a key indicator as it shows how relevant and attractive your ad was to your target audience. A high CTR suggests that your ad is effective in attracting users' attention.

For Google Display campaigns, the average CTR is usually lower than for Search campaigns, due to the nature of the ads that are displayed on partner sites. However, the goal should be to optimize CTR by testing different creative formats, messages and target audiences.

CPA (Cost Per Acquisition) - Price per acquisition

CPA represents the price you pay for each conversion, whether it's a sale, newsletter signup, or other defined goal. This metric is directly related to return on investment (ROI) and is key to evaluating the profitability of a campaign.

Tracking CPA allows you to understand how much each individual action you want the user to take is costing you. If the CPA is too high, it may be a sign that the campaign is not effective enough and that targeting, ads or bids need to be optimized.

Conversion Rate

Conversion rate is the percentage of users who took the desired action after clicking on your ad. This is one of the most important metrics because it directly measures the effectiveness of your ads in converting visitors into customers or users.
A high conversion rate means that your ads are well targeted and that the landing page is relevant and compelling. To improve this metric, focus on optimizing your ads and site user experience.

Viewability Rate - Ad visibility

Ad viewability is a metric that measures how visible your ad was to users on screen. According to industry standards, an ad is considered viewable if at least 50% of the ad is displayed on the screen for at least one second (for display ads) or two seconds (for video ads).

A high viewability rate is key to ensuring that your ads have a chance to attract users' attention. If the viewability rate is low, you may need to adjust your targeting strategy or choose better performing sites.

ROAS (Return on Ad Spend) - Return on advertising spend

ROAS is a metric that measures revenue generated relative to advertising spend. This metric is key to understanding the cost-effectiveness of a campaign and its effectiveness in generating revenue.
A high ROAS indicates that your campaign is generating a good return on investment. Tracking ROAS allows you to optimize your ad budget and focus on strategies that deliver the best return.

Tracking and analyzing these five key metrics – CTR, CPA, Conversion Rate, View Rate and ROAS – will help you measure accurately the success of your Google Display campaigns. The key is in constant optimization based on collected data. Remember to test different strategies, creative elements and target groups to maximize your campaign's potential. Success in digital marketing comes through a combination of data, strategy and creativity – and these metrics are the first step in that process.

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Made by Nemanja Nedeljković – Senior Account Manager @Digitizer

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