PPC ROI should be measured using the business outcomes that matter most to the client, whether that is sales, leads, phone calls, form submissions, sign-ups, donations, or revenue. The most important metrics may include cost per acquisition, cost per lead, return on ad spend, conversion rate, lead quality, and total revenue generated, not just clicks and impressions.
The specific data to be measured should be decided on before the campaigns are launched. This ensures the team is on the same page, and that the correct data is being tracked. Many Mannix Marketing clients have different stats they measure that are aligned with their goals. Recently one ecommerce campaign delivered 6.7:1 ROAS and $120,000 in revenue from ads, while another reduced cost per conversion by 68% and increased sales by 88%. Both were undoubtedly successful PPC campaigns.