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Analytics & Reporting
What metrics matter most?
Different objectives require different KPIs.
For awareness:
- Reach
- Impressions
- CPM
- Video completion rate
For lead generation:
- CPL
- Conversion rate
- Qualified leads
- Cost per qualified opportunity
For revenue-focused campaigns:
- CAC
- Pipeline generated
- Revenue
- ROAS
- Customer Lifetime Value
Always prioritize metrics closest to revenue.
Go deeper
Want the full playbook? Read Beginner’s Guide to Google Ads Numbers That Matter in 2026 — Learn the Google Ads metrics and KPIs that actually guide better decisions, from impressions and CTR to CPA, ROAS, Quality Score, and impression share.