What are the most important metrics ?
A glossary of metrics specific to Impulse Analytics agency methods.
In order to measure the performance of a digital marketing campaign, what are the most important metrics? How to interpret them?
Media Metrics
Reach
Reach reflects the number of individuals belonging to the target who have been exposed to an advertisement at least once during the period of the digital campaign.
Impression
An impression is used to refer to the number of times an advertisement appears within a web page or application viewed by a visitor. This helps measure the volume of an Internet advertising campaign.
Frequency
Frequency helps us calculate the number of impressions, since that will be precisely how many times on average a person sees the ad. We can conclude from this if it comes close to more than once or more, knowing that mental rehearsal is an essential factor but that too high a frequency can lead to fatigue of the hearings.
CPM (Cost per Thousand advertising contacts)
CPM (cost per thousand advertising contacts) allows an advertiser to compare the costs of different media in a medium. It varies according to the budget allocated to advertising campaigns but also according to the competition.
CTR (Click Trough Rate)
CTR (click-through rate) is the percentage of people who click on the ad after seeing it. For the individual, this is the step between seeing content and becoming a consumer of the brand. This metric is calculated based on the number of clicks compared to the number of ad displays (number of impressions). The higher the rate, the more relevant the campaign is to the audience since it means that Internet users are interested in its content.
CPC (Cost per Click)
The CPC (cost per click) is the multiplication of the CPM by the CTR. It designates the cost paid by an advertiser according to the number of clicks that his advertisement will generate. It is a payment model that allows advertisers to pay only when a user clicks on the ad serving.
Conversion Rate
The conversion rate is the percentage of visitors to a page or a website giving the result sought (a purchase for example) by the digital marketing campaign during the visit of the site or following a certain period of time after visit. It is a key indicator of digital marketing actions. This measures the ratio of individuals who achieved a lead to the total number of individuals reached by the campaign.
CPA (Cost Per Action)
The CPA (cost per action) is equal to the amount spent in the campaign to generate an action. In other words, it represents the cost of an action and is used to calculate the profitability of a digital marketing campaign based on the goal. The action taken into account for compensation can be a click, an order, filling out a formulation, installing an application, or making an appointment.
ROAS (Return On Advertising Spend)
ROAS (Return On Advertising Spend) is a measure of campaign profitability in relation to expenses. This is one of the most important metrics to consider when measuring campaign performance. At Impulse Analytics we strive to analyze the performance of campaigns furthest in the conversion funnel.
Do not hesitate to contact us for more information or an audit of the most important metrics for your campaigns.
Impression share
The percentage of impressions your ad received compared to the total available. Indicates your share of voice on the platform or keyword auction.
VTR (View Through Rate)
The percentage of people who watched your video to completion. Useful for measuring video ad performance (especially on YouTube, Meta, TikTok).
Scroll rate
Measures how far down users scroll on the landing page. Indicates whether the content engages visitors beyond the top fold.
Data Metrics
Tracking completion rate
The percentage of expected conversion or interaction events (sales, form submissions) that are successfully tracked. Essential for reliable campaign reporting.
Conversion attribution rate
The percentage of conversions accurately attributed to the correct marketing channel. Helps identify discrepancies caused by poor tracking or attribution settings.
CRM match rate
The percentage of CRM data (emails, phone numbers) matched with ad platform audiences. Higher match rates improve performance for retargeting or lookalike campaigns.
Time to conversion
The average time between a user’s first interaction and their final conversion. Offers insight into the customer journey and assists with attribution model tuning.
Form completion rate
The percentage of users who complete a form after starting it. Indicates how effective and user-friendly your forms are.
Volume of First-Party data collected
The quantity of directly collected user data (emails, preferences, behaviors). A strategic asset in a cookieless environment.
Creative Metrics
CTR by creative
Click-through rate broken down per creative asset. Helps identify which visual, format, or copy drives the most engagement.
Average video watch time
Average amount of time spent watching your video. Indicates whether your creative is retaining attention or losing viewers early.
Hook rate
The percentage of users who watched the first few seconds (usually 3 seconds) of a video. Critical for assessing the strength of your ad’s opening.
Thumbstop ratio
The number of users who watched >3 seconds divided by impressions. Shows if the ad effectively stops users from scrolling past.
Creative fatigue rate
Drop in performance (CTR, conversions) over time for a given creative. Indicates when it’s time to refresh your visuals.
Number of A/B creative variants tested
Number of different creative versions tested. Reflects the scope of your experimentation and optimization effort.
SEO Metrics
Average position on Google
The average ranking of a keyword or webpage in search engine results. A fundamental KPI for measuring SEO visibility.
Organic CTR
Click-through rate from organic search results. Influenced by page title, meta description, and SERP positioning.
SEO bounce rate
Percentage of users from organic search who leave the site without interacting. May reflect poor content relevance or poor user experience.
Average time on page
The average time users spend on a page. Indicates the quality and usefulness of the content in answering search intent.
Number of indexed pages
Total number of site pages indexed by Google. More indexed (and relevant) pages increase your organic traffic potential.
Domain Authority / Page Authority
Authority scores (0–100) that predict how well a site or page will rank on search engines. Based on link quality and domain history.
Number of backlinks
Total number of external links pointing to your site. A key off-page SEO metric influencing rankings and trust.
Organic traffic volume
Number of sessions from organic search engines. It is the core metric for evaluating SEO growth and performance.
Feel free to contact us for more information or to book a SEA audit, Meta Ads audit, SEO audit, or even a creative audit.
