The world of paid advertising is driven by data, specifically marketing metrics. Marketing metrics are vital in determining if a campaign is successful. They offer valuable insights that guide future campaigns, ensuring they align with business goals. With these insights, marketers can see how their efforts are driving towards objectives like reaching new customers, boosting awareness, increasing engagement, generating sales, and more. If a campaign isn't performing as expected, they provide the data needed to make real-time adjustments, keeping your marketing efforts on track.

Pencil's results feature enables you to track and monitor ad performance across various channels (such as Meta and Google Ads) and provides an in-depth capability of measuring key marketing performance metrics. Through our platform, you can integrate various active ad accounts and campaigns and measure their performance over various time periods.

Below is a list of the key metrics you can measure in the Pencil’s results feature.

1. CTR (Click-Through Rate): This metric represents the percentage of viewers who click on an advertisement after seeing it. It is a crucial indicator of how engaging and relevant an ad is to its audience. The formula to calculate CTR is (Clicks/Impressions) x 100, where "Clicks" refers to the number of times the ad was clicked, and "Impressions" is the number of times the ad was displayed.

2. Average CPC (Cost Per Click): This metric indicates the average amount a marketer pays for each click on their ad. It helps in understanding the cost-effectiveness of a campaign, as it reflects how much is being spent to drive traffic to a website or landing page.

3. Average CPM (Cost Per Thousand Impressions): This is the average cost incurred for every thousand impressions of an ad. It is commonly used in display advertising to measure the cost-effectiveness of a campaign in terms of reach.

4. Average CPE (Cost Per Engagement): This metric measures the average cost for each engagement with an ad, such as likes, shares, or comments. It helps advertisers understand the cost associated with user interactions beyond just clicks.

5. Conversions: Conversions refer to the number of times users complete a desired action, such as making a purchase, signing up for a newsletter, or downloading an app. This metric is key to evaluating the success of a campaign in achieving its objectives.

6. Clicks: This metric represents the total number of times users click on an ad. It is a basic measure of how many people are interested enough in the ad to take action.

7. Interactions: Interactions encompass any form of engagement with an ad, including clicks, video views, or other actions. This metric provides a broader view of how users are engaging with the ad content.

8. Impressions: Impressions count the number of times an ad is displayed to users. It is a fundamental metric for understanding the reach of an ad campaign.

9. Value Per All Conversions: This metric calculates the average value generated per conversion, taking into account all conversion actions. It helps in assessing the overall return on investment from a campaign.

10. Value Per Conversion: This metric measures the average value generated per individual conversion action. It provides insight into the financial impact of each conversion.

11. Value Per Current Model Attributed Conversion: This metric calculates the average value of conversions attributed to the current attribution model. It helps in understanding the effectiveness of the attribution model in place.

12. Video Views: This metric counts the number of times a video ad is watched. It is important for evaluating the reach and engagement of video content.

13. View Through Conversions: These are conversions that occur after a user views an ad but does not click on it. This metric helps in understanding the impact of ad exposure on conversion behaviour.

14. Conversions From Interactions Rate: This metric represents the percentage of interactions that result in conversions. It is useful for assessing the effectiveness of engagement in driving desired actions.

15. Conversions Value: This metric calculates the total value generated from all conversions. It provides a comprehensive view of the financial impact of a campaigns

16. Cost Micros: This metric measures the total cost of advertising, expressed in micros (one-millionth of a currency unit). It is used for precise cost calculations.

17. Cost Per All Conversions: This metric calculates the average cost incurred for all conversion actions. It helps in evaluating the cost-effectiveness of a campaign in driving conversions.

18. Cost Per Conversion: This metric measures the average cost incurred for each individual conversion action. It is a key indicator of the efficiency of a campaign in achieving its goals.

19. Cost Per Current Model Attributed Conversion: This metric calculates the average cost for conversions attributed to the current attribution model. It helps in assessing the cost-effectiveness of the attribution strategy.

20. Current Model Attributed Conversions: This metric counts the number of conversions attributed to the current attribution model. It provides insight into the performance of the attribution approach.

21. Current Model Attributed Conversions Value: This metric calculates the total value of conversions attributed to the current attribution model. It helps in understanding the financial impact of the attribution strategy.

22. Engagement Rate: This metric represents the percentage of users who engage with an ad out of the total who see it. It is a measure of how compelling the ad content is to its audience.

23. Engagements: This metric counts the total number of interactions with an ad, such as likes, shares, or comments. It provides a comprehensive view of user engagement with the ad.

24. Active View CPM: This metric calculates the cost per thousand impressions that are viewable according to Active View standards. It helps in assessing the cost-effectiveness of viewable impressions.

25. Active View Impressions: This metric counts the number of ad impressions that are considered viewable according to Active View standards. It is important for evaluating the visibility of ad content.

26. Active View Measurability: This metric represents the percentage of ad impressions that can be measured for viewability. It helps in understanding the extent to which ad impressions are trackable.

27. Active View Measurable Cost Micros: This metric calculates the cost of ad impressions that are measurable for viewability, expressed in micros. It provides a precise measure of the cost associated with measurable impressions.

28. Active View Measurable Impressions: This metric counts the number of ad impressions that can be measured for viewability. It is important for evaluating the trackability of ad content.

29. Active View Viewability: This metric represents the percentage of measurable impressions that are actually viewable. It helps in assessing the effectiveness of ad placement in achieving visibility.

30. All Conversions From Interactions Rate: This metric calculates the percentage of interactions that lead to any type of conversion. It provides insight into the effectiveness of engagement in driving conversions.

31. All Conversions Value: This metric calculates the total value generated from all types of conversions. It provides a comprehensive view of the financial impact of a campaign.

32. All Conversions: This metric counts the total number of all types of conversions. It provides a broad view of the success of a campaign in achieving its objectives.

33. Average Cost: This metric calculates the average cost incurred for advertising, typically over a specific period. It helps in understanding the overall expenditure on a campaign.

34. Gmail Forwards: This metric counts the number of times a Gmail ad is forwarded to another user. It provides insight into the virality and reach of the ad content.

35. Gmail Saves: This metric counts the number of times a Gmail ad is saved by a user. It indicates the level of interest and engagement with the ad content.

36. Gmail Secondary Clicks: This metric counts the number of additional clicks on a Gmail ad after the initial click. It provides insight into the depth of user engagement with the ad.

37. Interaction Rate: This metric represents the percentage of users who interact with an ad out of the total who see it. It is a measure of the ad's ability to engage its audience.

38. All Conversions Value By Conversion Date: This metric calculates the total value of all conversions, attributed to the date of conversion. It helps in understanding the financial impact of conversions over time.

39. All Conversions By Conversion Date: This metric counts the total number of all conversions, attributed to the date of conversion. It provides insight into the timing of conversion success.

40. Conversions Value By Conversion Date: This metric calculates the total value of conversions, attributed to the date of conversion. It helps in assessing the financial impact of conversions over time.

41. Conversions By Conversion Date: This metric counts the total number of conversions, attributed to the date of conversion. It provides insight into the timing of conversion success.

42. Value Per All Conversions By Conversion Date: This metric calculates the average value per conversion, attributed to the date of conversion. It helps in understanding the financial impact of conversions over time.

43. Value Per Conversions By Conversion Date: This metric calculates the average value per individual conversion, attributed to the date of conversion. It provides insight into the financial impact of conversions over time.

44. New Customer Lifetime Value: This metric projects the revenue a new customer will generate over their lifetime. It is important for understanding the long-term value of acquiring new customers.

45. All New Customer Lifetime Value: This metric calculates the total projected revenue from all new customers over their lifetimes. It provides a comprehensive view of the long-term value of customer acquisition.

46. Orders: This metric counts the total number of orders placed by customers. It is a basic measure of sales success.

47. Average Order Value Micros: This metric calculates the average value of an order, expressed in micros. It provides a precise measure of the financial impact of each order.

48. Cost Of Goods Sold Micros: This metric calculates the total cost of goods sold, expressed in micros. It is important for understanding the cost structure of a business.

49. Gross Profit Micros: This metric calculates the total gross profit, expressed in micros. It provides a precise measure of the profitability of a business.

50. Revenue Micros: This metric calculates the total revenue generated, expressed in micros. It provides a precise measure of the financial success of a business.

51. Units Sold: This metric counts the total number of units sold. It is a basic measure of sales volume.

52. Cross Sell Cost Of Goods Sold Micros: This metric calculates the cost of goods sold for cross-sell items, expressed in micros. It helps in understanding the cost structure of cross-selling efforts.

53. Cross Sell Gross Profit Micros: This metric calculates the gross profit from cross-sell items, expressed in micros. It provides a precise measure of the profitability of cross-selling efforts.

54. Cross Sell Revenue Micros: This metric calculates the revenue generated from cross-sell items, expressed in micros. It provides a precise measure of the financial success of cross-selling efforts.

55. Lead Cost Of Goods Sold Micros: This metric calculates the cost of goods sold for lead-generated items, expressed in micros. It helps in understanding the cost structure of lead generation efforts.

56. Lead Gross Profit Micros: This metric calculates the gross profit from lead-generated items, expressed in micros. It provides a precise measure of the profitability of lead generation efforts.

57. Lead Revenue Micros: This metric calculates the revenue generated from lead-generated items, expressed in micros. It provides a precise measure of the financial success of lead generation efforts.