- Click-through rate
- Cost per click (CPC)
- Cost per acquisition (CPA)
- Cost-per completed view (CPCV)
- Completion rate
Ensuring you have proper goal setting is the most important first step in optimizing your campaign. Without a meaningful goal, you won't have a marker of success to work towards nor an ability to easily translate your media back to what matters: real business results.
Use this guide to help you identify your goals based on verification metrics or business results.
Keep a pulse on campaign health and performance to drive users down the marketing funnel.
Ad group goals include:
Align digital KPIs with real business results along the customer journey.
Ad group goals include:
Below is more detail on each ad group goal and optimization tips on how you can adjust your ad group settings to drive real business results.
This goal is focused on helping you reach the most unique users. By setting this as your KPI at the ad group level, our system will optimize towards the lowest CPM per user.
A Reach goal will help your ad group serve more impressions on inventory that achieves the highest amount of viewers seeing your ads.
|Click-through rate (CTR)
|A CTR goal will help your ad group serve more impressions on inventory that achieves an average click-through rate or greater than the CTR goal you set. The goal would be to win more impressions on inventory that produces more clicks, not necessarily pay more (which may cause you to win fewer impressions). This figure should represent the target percentage of users you hope to click on your ad.
Cost per click (CPC)
|Cost per click (CPC)
|A CPC goal will help your ad group serve more impressions on inventory that is garnering an average cost per click equal to or less than the desired CPC. Cost per click will look towards simultaneously increasing the number of impressions won on inventory that's clicked through while simultaneously looking to decrease your CPM.
Cost per acquisition (CPA)
|Cost per acquisition (CPA)
|A CPA goal will help your ad group to serve more impressions on inventory that is achieving your desired cost-per-acquisition (cost of converting a user once). CPA ad group goals will only work if the Choozle Smart Container Tag is placed on the conversion event’s root URL.
If you have multiple conversion events set at the campaign level, the CPA will be aggregated to include all conversion events. Ideally, this metric should closely represent the target you wish to pay in order to attain a conversion.
Cost-per completed view (CPCV)
|Cost-per completed view (CPCV)
|This goal focuses on the amount it costs for a unique user to watch your entire video ad (or listen to your audio ad). CPCV or cost-per completed view is calculated by dividing the total spend by the number of completed views. For connected TV placements, you can expect very low targets for cost per completed view—around $0.50 - $1.00 (USD)—for publishers with high CPMs because the video ads cannot be skipped.
This is an ideal goal if you are leveraging video, connected TV, or audio ad formats.
|This goal allows the ad group to optimize towards inventory where ads are viewed or heard to completion. The completion rate can be calculated by taking the number of completions and dividing it by the number of starts.
This figure should represent the target percentage of how much of your video or audio ad is completed. Completion rates for connected TV are extremely high (in the range of 80% to 97%), as the environment doesn't allow for skipping the videos. This metric is useful for branding-based campaigns where you want to optimize to users viewing your ad all the way through.