You've mastered the key metrics like CPM, CPC, and CPA. Now let's explore what happens between someone seeing your ad and actually buying your product.

Every digital ad interaction tells a story - from that first glimpse to the final purchase decision.

Engagement Message

Can you think of a recent purchase where you saw ads before buying?

Let's start with impressions - every single time your ad appears on someone's screen, that counts as one impression.

Whether someone scrolls past without looking or stares for 10 seconds, it's still one impression. Think of it as your ad's "moment in the spotlight."

Engagement Message

How many times do you usually need to see an ad before it grabs your attention?

A conversion happens when someone completes the action you wanted them to take after seeing your ad.

This could be making a purchase, signing up for emails, downloading an app, or booking a consultation. It's your ad's ultimate success moment.

Engagement Message

What action would you most want someone to take after seeing your ad?

Here's the fascinating part: most people don't convert immediately after their first impression. The customer journey typically involves multiple touchpoints across days or weeks.

Research shows it takes 7-13 touchpoints before someone makes a purchase decision.

Engagement Message

In one phrase, why do buyers often need several touches before purchasing?

The customer journey has three main stages: Awareness (discovering your brand), Consideration (researching and comparing), and Conversion (making the purchase decision).

Different metrics matter most at each stage of this journey.

Engagement Message

Which stage do you think requires the most ad impressions?

At the Awareness stage, impressions and CPM matter most. You want lots of people to see your brand name and remember it.

At Consideration, CTR becomes crucial - people actively click to learn more about your product.

Engagement Message

What type of content might work best during the consideration stage?

During Conversion, CPA is king. You're focused on turning browsers into buyers, and you'll pay more for high-quality leads.

Smart advertisers use different ad strategies and budgets for each stage, not just one approach for everything.

Engagement Message

Why would you budget differently for awareness vs conversion campaigns?

Type

Fill In The Blanks

Markdown With Blanks

Let's map out how metrics align with customer journey stages. Fill in the most important metric for each stage:

The Customer Journey

Awareness Stage: Focus on maximizing [[blank:impressions]] and optimizing [[blank:CPM]] to build brand recognition.

Consideration Stage: Track [[blank:CTR]] to measure how many people engage with your detailed content.

Conversion Stage: Monitor [[blank:CPA]] to ensure you're acquiring customers cost-effectively.

Suggested Answers

• impressions
• CPM
• CTR
• CPA
• revenue