In this course, you'll master measuring digital advertising success. But here's the challenge: there are hundreds of possible metrics to track.

The secret isn't tracking everything—it's knowing which metrics actually matter for your specific goals.

Engagement Message

Name one dashboard metric that has confused you.

These crucial metrics are called Key Performance Indicators, or KPIs. Think of KPIs as your campaign's vital signs—they tell you if your advertising is healthy or needs attention.

Just like a doctor doesn't check every possible measurement, you shouldn't track every available metric.

Engagement Message

What do you think makes a metric "key" versus just interesting to know?

Here's a common mistake: tracking metrics just because they're available. This leads to "vanity metrics"—numbers that look impressive but don't connect to business results.

Real KPIs should directly link to your campaign objectives and help you make decisions.

Engagement Message

Can you think of a metric that might look good but not actually help your business?

Different campaign goals require different KPIs. A brand awareness campaign focuses on reach and impressions. A sales campaign prioritizes conversions and return on ad spend.

The key is aligning your metrics with what you're trying to achieve.

Engagement Message

If you wanted to increase website sales, which would matter more: video views or purchases?

Let's look at four main campaign objective categories:

Awareness: Reach, impressions, brand lift
Engagement: Clicks, shares, comments
Conversion: Sales, leads, sign-ups
Retention: Return customers, lifetime value

Each category has metrics that best measure success.