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How to Measure Your Online Advertising Campaigns

In the last few years small and medium business owners have been successfully using online advertising in Australia to reach potential customers and promote business. However, with so many platforms and metrics to track, it can take time to determine the success of your advertising campaigns.

To help you navigate the data and determine the success of your campaigns, we’ve put together a quick guide on crucial metrics to track and tips on interpreting the data.

Click-Through Rate (CTR)

CTR is one of the most fundamental metrics to track when measuring the success of your online advertising campaigns.

It is calculated by dividing the total number of ad clicks by the number of impressions (the number of times your ad was displayed).

The higher your CTR, the more effective your ad is at capturing the attention of your targeted audience and encouraging them to take action.

Cost-Per-Click (CPC)

Cost-Per-Click is another critical metric to track when measuring the success of your ad campaigns.

It is calculated by dividing the cost of an advertising campaign by the number of clicks received.

A low CPC indicates that your ad is reaching its target audience effectively and that your advertising budget is used efficiently.

Conversion Rate

Conversion Rate measures the percentage of website visitors who perform a desired action, such as making a purchase or filling out a form.

A high rate indicates that your ad effectively drives qualified traffic and that the target audience finds your website and products/services valuable.

Return on Ad Spend (ROAS)

This metric calculates the return on investment for your advertising campaign by dividing the revenue generated by the cost of the campaign.

A high ROAS indicates that your advertising campaign is causing a significant return on investment and that your advertising budget is used effectively.

Bounce Rate

A metric that measures the percentage of website visitors who leaves after only browsing a  page or goes through the buyer journey up to the checkout page but doesn’t convert.

A high bounce rate indicates that your target audience is not finding the information they need on your website or that your website is not effectively capturing their attention.

Tips for Interpreting the Data

1). Consider the objective of your campaign: Before you start analysing your data, it’s essential to consider the aim of your advertising campaign.

For example, if your goal is to generate leads, then a high CTR and conversion rate are the most important metrics to track.

Compare your data to industry averages: To understand the significance of your data, it’s helpful to compare it to industry averages.

The average CTR for display ads is 0.05% – 0.1%

Source: WordStream

2). Look at the trends over time: To get a complete picture of the success of your advertising campaign, it’s essential to look at the trends over time.

For example, if your CTR has been steadily increasing over the past few months, your ad resonates with your target audience, and your advertising efforts are practical.

3). Experiment with different ad formats and targeting strategies: Finally, it’s essential to experiment with other ad formats and targeting strategies to see what works best for your business.

For example, if your campaigns are not generating the desired results, try testing different ad formats or targeting a diverse audience to see if that makes a difference.


Tracking the right metrics and analysing the data effectively can help you determine the success of your online advertising campaigns and make informed decisions about your advertising budget.

By tracking metrics such as CTR, CPC, conversion rate, ROAS, and bounce rate, you can get a comprehensive view of the impact of your advertising efforts and make improvements where needed.

Unless you have prior experience with ad campaigns, we highly recommend working with an experienced digital specialist at the start to ensure your ads are set up correctly, and reach all the right people while optimising budget.

Book a free advisory session with our digital specialists for more advice on online advertising or help getting started.