Your monthly PPC report from Lookup Marketing is designed to be read by a business owner, not an analyst. Still, a few abbreviations are unavoidable. This glossary explains each metric, what a healthy value looks like, and which numbers actually deserve your attention.
The core metrics
- Impressions: how many times your ads were shown. Useful for context, meaningless as a goal.
- Clicks and CTR: CTR is clicks divided by impressions. A search CTR of 4 to 8 percent suggests relevant ads; below 2 percent usually means weak copy or poor keyword match.
- CPC (cost per click): what you pay per visitor. Lower is better only if quality holds; the cheapest clicks are often the least valuable.
- Conversions: the actions you defined as valuable: calls, form fills, WhatsApp chats, purchases. Everything above exists to produce these.
- CPA (cost per acquisition): spend divided by conversions. This is the number to watch monthly and compare against what a customer is worth to you.
- ROAS (return on ad spend): revenue divided by spend, the headline metric for e-commerce. A ROAS of 4 means Rs 4 earned per Rs 1 spent.
How the metrics relate
Read the chain in order: impressions show reach, CTR shows ad relevance, CPC shows auction efficiency, conversion rate shows landing page strength, and CPA or ROAS shows business outcome. When CPA rises, the chain tells us where to look: falling CTR points to ad fatigue, while steady CTR with a falling conversion rate points to the page or the offer.
Questions to ask on any report
- What is our CPA this month versus the last three months?
- Which campaign or audience produced the cheapest qualified leads?
- What was changed this month, and what is planned next?
If a report cannot answer these, ask harder questions. Ours is built to answer them on page one.
