Supporting Metrics
Supporting metrics explain why core KPIs move.
Bounce Rate (via Analytics)
Measures:
Users leaving without interaction.
High bounce rate may signal:
- Misleading ad messaging
- Poor landing page relevance
- Slow load time
Bounce rate explains potential CVR issues.
Assisted Conversions
Shows:
Campaigns contributing to conversions without being the final click.
Critical for:
- Display prospecting
- Upper-funnel campaigns
Assisted conversions explain funnel influence.
Frequency (Display)
Measures:
How often the same user sees your ad.
High frequency may:
- Increase awareness
- Or cause fatigue
Low frequency may:
- Reduce recall
- Limit effectiveness
Frequency explains saturation level.
Impression Share (Search)
Measures:
Percentage of eligible impressions you received.
Low impression share may indicate:
- Budget limitation
- Bid limitation
- Strong competition
Impression share explains missed opportunity.