KPIs (SEA)

Advertising KPI: share of clicks (or sessions) that result in a conversion. Central efficiency metric for landing page and offer quality.

Advertising KPI: average cost per conversion. Central efficiency metric for lead gen and performance marketing, and the steering input for tCPA bidding.

Advertising KPI: cost per click. In Google Ads, the primary billing model for Search and the key short-term efficiency lever for bidding.

Advertising KPI: cost per generated lead. Standard efficiency metric for B2B and service marketing where the conversion is an inquiry rather than a purchase.

Advertising KPI: cost per thousand impressions. Standard billing model for Display, Video, and awareness campaigns where visibility is the goal.

Advertising KPI: cost per order. Standard efficiency metric in e-commerce, where an order is the typical conversion.

Advertising KPI: cost per video view. Standard billing for YouTube In-Stream skippable ads — paid only if the user watches at least 30 seconds (or finishes shorter videos).

Advertising KPI: share of impressions that result in a click. Indicator of ad relevance and a component of the Google Ads Quality Score.

Advertising KPI: share of ad spend in attributed revenue, expressed as a percentage. Mathematical inverse of ROAS, common in DACH e-commerce reporting.

Advertising KPI: ratio of gross profit to ad spend. Margin-aware alternative to ROAS, especially relevant for broad assortments and sale dynamics.

Advertising KPI: ratio of conversion revenue to ad spend. Central steering metric in e-commerce and the input for tROAS bidding.