PPC Metrics: How to Measure the Success of your PPC Campaign

Pay Per Click written on Blocks

To accomplish your business goals, your advertising efforts, which include your PPC campaign, must perform well. But how do you measure the success of your PPC campaign? With specific metrics, of course.

Understanding these metrics and making informed decisions based on these is important to getting the most out of your advertising budget. Below are crucial PPC metrics you should know about.


This metric is the number of users who have clicked on your PPC add that landed on your landing page or website.

CTR or Click-Through-Rate

This is the percentage of users that saw your ad and then clicked on it. People use them for assessing the quality of keywords that you bid on and your ads’ quality.

CPC or Average Cost-Per-Click

This is the amount of money you spend on each click directed to your site from your PPC ad. Do note though that CPCs significantly differ by market and industry, so there’s no universal standard for what constitutes cost effective CPC.

Enlist the aid of a PPC campaign manager from a top PPC management company in Ottawa such as WebWaves.ca. He adds that this metric could help you work out your PPC spend if you’re looking to achieve particular objectives.


The number of users who have seen your ad. This metric is a viable indication of the amount of search volume, on the average, a particular keyword or campaign gets.


These users have “converted” or completed an action you want them to do, such as purchase a product on your website, subscribed to your mailing list, or contacted you to learn more about your business. You could use this metric for assessing the quality of your site and PPC campaigns.


This varies from business to business, but is commonly the cost per sale or cost per lead, which is the specific cost you spent to obtain a lead or sale.

By understanding how these PPC metrics work, you could get a better handle on how your PPC campaign is doing. Ultimately, though, the most important thing is to analyze the appropriate metrics that correspond to the right circumstances and leverage that data to make them work for you.