How to set your goals and KPIs to evaluate campaign the right way
You’ve built your campaigns, structured them correctly, selected the right targeting, and implemented proper tracking.
Your ads are running, your audiences are being reached, and data is starting to accumulate.
Now the focus shifts from setup to decision-making.
Every campaign generates signals — impressions, clicks, conversions, costs, revenue.
The real skill lies in understanding what those signals mean, how they relate to your business objectives, and when they require action.
In this chapter, we’ll define:
- How to translate business objectives into measurable KPIs
- Which metrics matter for different campaign types
- How to interpret performance data correctly
- When to optimise, when to scale, and when to wait
- How to build a structured evaluation framework
Sklik delivers high-quality traffic across Search, Display, and Product campaigns.
Your role as a specialist is to evaluate that traffic in context — within your funnel, your goals, and your profitability model.
From this point forward, campaign management becomes less about launching ads and more about managing performance.
Let’s define what success looks like — and how to measure it properly.