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Digital Marketing Execution & Tools
Performance Marketing KPIs
Learning Outcome
6
Use KPIs to make better marketing decisions
5
Get a basic idea of ROI
4
Understand clicks, impressions, CTR, CPC, leads, conversions
3
Measure ad performance using key metrics
2
Identify KPIs used in performance marketing
1
Understand what KPIs are
Why Clicks Alone Don’t Guarantee Success
Rohan started running ads for his online fitness program.
At first, he just checked if people were clicking his ads.
He got excited seeing many clicks.
Why Clicks Alone Don’t Guarantee Success
But after a week, he realized—no one was actually buying his program.
Confused, he learned about KPIs.
He started tracking:
Impressions
How many people saw his ad
Clicks
How many people clicked
CTR
How attractive his ad was
CPC
How much he paid per click
Conversions
How many people actually bought
Why Clicks Alone Don’t Guarantee Success
Now he understood the real picture:
After optimizing his ads based on KPIs, his sales improved.
“Clicks don’t matter if they don’t convert.”
From Cricket Scores to Marketing Success
Click
Conversions
ROI
Think of Rohan’s situation like a cricket match:
CTR
= Players hitting the ball
= How often hits happen
= Scoring runs
= Winning the match
Just watching or hitting isn’t enough—you need runs to win, just like conversions in marketing.
Impressions
= People watching the match
What are KPIs ?
KPIs (Key Performance Indicators)
Are measurable values used to evaluate the success of a campaign, project, or activity
Simple Example
If you want to get fit, your KPIs could be :
These numbers show your progress
What are KPIs in Performance Marketing
KPIs in performance marketing are metrics that show how well your ads are performing.
Your AD
Impressions
Click Through Rate (CTR)
Conversions
Cost Per Conversion (CTP)
Return On Ad Spend (ROAS)
Importance of KPIs
Track performance
Make data-driven decisions
Improve campaigns
Measure success
Measuring Ad Performance
Ad performance is measured by analyzing KPIs like clicks, impressions, conversions, and cost
Impressions
Click
Conversions
Cost
Common Performance Marketing KPIs
Impression
CTR
CPC
Leads
Conversions
ROI
Clicks
Summary
4
Always focus on results, not just activity
3
KPIs help track performance and improve campaigns
2
Important KPIs: Clicks, Impressions, CTR, CPC, Leads, ROI
1
KPIs = measurable success indicators
Quiz
What does KPI stand for?
A. Key Performance Indicator
B. Key Process Input
C. Knowledge Performance Index
D. None
Quiz
What does KPI stand for?
A. Key Performance Indicator
B. Key Process Input
C. Knowledge Performance Index
D. None
Digital Marketing Execution & Tools : Performance Marketing KPIs
By Content ITV
