Performance Advertising6 min read12 April 2026Digivity
"We're running ads — but are they working?" is a question that every brand needs a clear answer to. Finding that answer requires the right measurement infrastructure to be in place.
Core Advertising Metrics
- ROAS (Return on Ad Spend): Revenue generated against ad budget spent
- CPA (Cost per Acquisition): The cost paid for a single conversion
- CTR (Click-Through Rate): Click rate from ad impressions
- CVR (Conversion Rate): Rate of moving from click to conversion
- CPM (Cost per Mille): Cost per thousand impressions
- Impression Share: How much of the potential impressions you are capturing
Why Is Conversion Tracking Often Wrong?
Most brands accept the conversion data presented by ad platforms at face value. However, overlapping attribution windows across different platforms can assign the same sale to multiple campaigns. Interpreting GA4 and ad platforms together is necessary to see real performance.
How to Build the Right Measurement Infrastructure
- Conversion tags must be correctly set up via Google Tag Manager
- GA4 must be integrated with ad platforms
- Specific goals and conversion actions must be defined for each campaign
- Attribution model selection must be done carefully (data-driven recommended)
- Regular reporting templates must be established