What are the most important Marketing Performance Indicators ? (KPI)

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?

Here is a glossary of the 10 most important metrics:


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.


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 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.

Maëva Delécluse

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