What to Track Beyond Vanity Metrics
Connect creative performance to useful business signals, from clicks to qualified enquiries and purchases.
Run More Ads · Updated 10 October 2026
Define the business goal
Reach and video views describe attention. They do not, by themselves, tell you whether the campaign has helped the business. Start with the outcome you want: a qualified enquiry, an appointment, or a purchase.
Look at the whole journey
Review how people move from the ad to the destination and then to the next action. Compare link clicks with landing-page visits, completed enquiries, and purchases. A strong ad cannot compensate for a confusing destination.
Separate volume from quality
A service business needs enquiries it can actually serve. An ecommerce business needs orders with workable margins. Add sales feedback to your reporting so a low cost per enquiry does not hide poor lead quality.
Use a consistent review
Review the same measures each time and note meaningful changes to the offer, creative, audience, or budget. This makes decisions easier to explain and helps you identify what should be tested next.
See the idea in practice.
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