31 July 2026

KPIs That Say a Lot About the Effectiveness of Your Advertising

If you are connected to the digital field, you have probably already heard of the famous KPIs. These “Key Performance Indicators” are very important as they allow you to measure the impact of your marketing actions. Once overlooked a few years ago, they have become essential parameters to analyze for any company that advertises online.

Newsletters, Google Ads, Facebook Ads, Social Media… A multitude of tools through which you promote your products and services. Creating an advertisement is good, but knowing how to choose and interpret the right KPIs is even better!

DATASOLUTION provides all the information you need in this article.

The KPIs of your Facebook ads

Facebook and Business Manager are essential tools for the majority of you. Choosing the budget, getting started quickly, selecting a custom audience… Simple and practical settings for high-performing ads. As we mentioned earlier, setting up the promotional strategy, creating ads, and scheduling them are good starting points. But the hardest part is yet to come! To find out if you have chosen the best strategy, you need to select the right key performance indicators.

When launching a Facebook advertising campaign, we advise you to select a minimum of 3 KPIs that we will present to you. These are the fundamental indicators that are essential for a proper performance analysis.

Impressions

You sometimes tend to forget, but these Facebook ads have the role of delivering a message to as many people as possible. You share your products and services so that people pay attention to them and so that the largest number of Facebook users come across them.

Impressions, which allow you to obtain the number of people who have seen your campaign, play an important role in the analysis of your metrics. It’s obvious: the higher your campaign budget, the more chances you have to increase the number of views of your advertisement. Reach is a metric that indicates how many people have seen your ad.

For example, if your Facebook ad is shown to 1000 users, the coverage of your campaign will be 1000. It is essential to pay close attention to this indicator and understand ways to improve it.

Exactly, it should not be confused with impressions, which correspond to the number of times your content was displayed on the screen. In general, the number of impressions is always higher than the coverage, due to the repetition rate.

Cost per result

You are not familiar with the Cost Per Result (CPR) yet? It’s our second performance indicator and probably the most closely watched by advertisers. You should know that the result of this KPI will vary depending on the objective of your Facebook campaign. If you want to encourage your target audience to make a purchase, then the displayed result will be the Cost Per Purchase. In other words, how much do you need to spend on Facebook ads to get one purchase on your website? The same goes for all other objectives related to your campaign (click on a link, app installation, engagement on the ad, video view, etc.).

The ROAS

The ROAS (Return on Advertising Spend) is an essential metric when it comes to Facebook KPIs. It provides you with an overall view of the effectiveness of your ads. It is calculated simply by dividing the revenue generated by the total amount spent on advertising. If your ROAS is greater than 1, you are generating more revenue than you spent (which means you are making a profit). If it is less than 1, you are generating less revenue than what you spent (which means you are losing money). Got it?

Are you using these key performance indicators that provide valuable insights into your advertisements? Not yet? It’s time to implement them and take the time to analyze them to understand what works (or doesn’t) regarding your Facebook campaigns.

The KPIs for your email campaigns

Do you use MailChimp, SendInBlue, or another system for creating and scheduling newsletters for your company? Do you advertise your products and services through this communication channel?

These tools are very convenient for sending email campaigns to your customers or potential targets. Beautiful newsletters, templates, and content to showcase. However, the key to improving your newsletters lies in the proper analysis of your statistics. We propose 3 new KPIs to closely monitor after sending your newsletters.

The first, which seems obvious to us, is the open rate—the percentage of times your recipients have opened your email. This metric will tell you whether your newsletters continue to engage your subscriber base over time. If this rate is increasing, you’re on the right track: your email campaigns are well-received, and your approach is working! On the other hand, if this rate is declining, you’ll need to review your newsletters and implement some optimizations soon!

Click-through rate

After your newsletter opens, you’ll likely want to encourage the recipient to take a specific action. Maybe to click somewhere? This is measured by the click-through rate. This is our second email-specific KPI! It represents the percentage of times people clicked on one of the links in your newsletter. It’s an important metric that shouldn’t be overlooked. It helps you identify which content interests your recipients the most.

The conversion rate

When you send out a newsletter, you’re likely hoping that your recipients will take a specific action. Visiting your website, purchasing a product, or simply watching a video. This is what’s known as the conversion rate—our third KPI related to your email campaigns. Unfortunately, most autoresponders won’t allow you to measure these metrics accurately.

So there’s another very simple way to measure this conversion rate. All you have to do is go to Google Analytics and set up goals that will track your business’s actions. You’ll also need to add UTM parameters to your links. These allow you to identify and track traffic from campaigns within the Analytics interface. This conversion rate lets you measure the percentage of times your recipients completed the desired action.

Measure your performance using Google Analytics (or a similar tool)

Exactly! Let’s talk a little more about Google Analytics and everything it lets you measure. When you launch your ad campaigns, you can track their performance using this tool. Several KPIs built into Analytics can be analyzed to help you learn more about the effectiveness of your ads.

Website traffic (and its growth rate)

This is the metric you need to check EVERY day! Knowing how many visitors your website gets gives you an idea of its reach and visibility. The higher the traffic, the more likely you are to attract new leads and customers. We recommend setting monthly traffic goals. This will keep you focused on constantly increasing the number of visitors to your website.

To get a clear and accurate picture of your website’s performance, we recommend that you regularly compare its traffic levels to those of the previous year. This will show you whether your traffic has increased or decreased over the same one-year period.

Bounce Rate

The bounce rate measures the percentage of visitors who landed on a web page and left the site immediately afterward, without visiting any other pages. Take an e-commerce site, for example: generally, the bounce rate will be low since visitors will browse multiple product pages. A blog, on the other hand, will typically have a relatively high bounce rate. Readers arrive at the site to read a specific article and leave once they’re done.

Conversion Rate by Channel

Earlier, we discussed conversion rates in your email campaigns. We figured we couldn’t talk about Google Analytics without mentioning conversion rates by source. In fact, you can analyze your conversion rate based on the different channels through which your ads are distributed. Your conversion rate will vary depending on your business objectives—just as your communication channels will differ based on the strategy you’ve implemented.

The main channels are usually Google (organic or direct traffic), newsletters, and your Facebook ads. But you can choose from many others depending on the communication channels you decide to use.

Now it’s your turn!

Whether you’re promoting your products on Facebook or through newsletters, keep our valuable tips in mind to help your business take off. Take the time (at least once a month) to review these KPIs and conduct a thorough analysis.

A detailed analysis of these metrics will then allow you to optimize your campaigns to achieve even better results!