The effectiveness of targeted advertising is measured not by likes, but by the following path: impression → click → lead → client → revenue.
Launching targeted advertising is only half the battle. It is important to understand whether it brings real results to the business.
Key indicators
CPM
Cost per thousand impressions. Helps estimate the cost of audience attention.
CTR
The percentage of users who clicked on an ad after it was shown.
CPC
Average cost per click.
CPL
The cost of the lead received.
CPA
The cost of a specific target action: purchases, leads, registrations, etc.
CAC
Average cost of acquiring a new customer.
ROAS
The ratio of advertising revenue to advertising costs.
Don't focus only on likes
A campaign with high reach may not bring in many sales. It is more important for a business to see the path: impression → click → lead → customer → revenue.
Lead quality
Cheap lead is not always good. You need to analyze how many leads convert into actual sales.
Website conversion
If an ad has a good CTR, but the site barely converts, the problem may be in the landing page, offer, price, trust, or technical factors.
How to optimize advertising?
You need to find the problem link: low CTR – check the creative; many clicks without leads – the website or offer; many leads without sales – the quality of leads and the sales department.
The effectiveness of targeted advertising in TOP DIGITAL
TOP DIGITAL evaluates advertising comprehensively: audiences, creatives, CTR, CPC, CPL, CPA, lead quality, sales, and ROAS.
The goal is to understand where to direct the budget, what to scale, and what to change.
We evaluate advertising comprehensively — from creative to lead quality and ROAS — and show you what to scale and what to change.
More about the direction – on the service pages: targeted advertising and marketing supportIt is also useful to view description of metrics in Meta help.
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If the topic is relevant to your project, tell us about the task and we will offer options for your budget and deadlines.