In today's advertising ecosystem, advertisers manage an average of 4 to 6 different platforms. Without a consistent KPI strategy, you risk losing visibility on your real performance. Discover how CentrAds helps you choose and track the right metrics to maximize your ROI.
Table of Contents
1. Universal Multi-Platform KPIs
These metrics are measurable across all platforms and allow for direct comparison:
📊 Performance KPIs
- • ROAS (Return on Ad Spend): Revenue / Ad spend
- • CPA (Cost Per Acquisition): Cost per conversion
- • Conversion Rate: % of visitors who convert
- • Revenue per Click: Revenue generated per click
- • Customer Lifetime Value: Customer value over time
🎯 Efficiency KPIs
- • CTR (Click-Through Rate): Click rate
- • CPC (Cost Per Click): Cost per click
- • CPM (Cost Per Mille): Cost for 1000 impressions
- • Frequency: Average number of exposures per user
- • Reach: Number of unique users reached
💡 CentrAds Tip
Absolute priority: ROAS is the most important KPI for measuring overall profitability. A ROAS of 4:1 means every dollar invested generates $4 in revenue.
With CentrAds, you get automatic cross-platform ROAS calculation in real-time.
2. Platform-Specific KPIs
Each platform has its own optimal performance indicators:
🔍 Google Ads
Search Campaigns:
- • Quality Score
- • Impression Share
- • Search Impression Share
- • Average Position
Display & Video:
- • Viewability Rate
- • Video Completion Rate
- • Engagement Rate
- • Brand Lift
📱 Meta (Facebook/Instagram)
Performance:
- • Relevance Score
- • Engagement Rate
- • Video View Rate
- • Link Click Rate
Audience:
- • Audience Overlap
- • Frequency Cap
- • Custom Audience Performance
- • Lookalike Performance
B2B Focus:
- • Lead Quality Score
- • Cost Per Lead (CPL)
- • Lead-to-Customer Rate
- • Sales Qualified Leads
Engagement:
- • Click-to-View Rate
- • Comment Rate
- • Share Rate
- • Professional Demographics
🎵 TikTok
Viral Metrics:
- • Video Completion Rate
- • Share Rate
- • Comment Rate
- • Like Rate
Performance:
- • Cost Per View (CPV)
- • Cost Per Action (CPA)
- • Brand Awareness Lift
- • Ad Recall Rate
3. Cross-Platform Attribution
The major challenge of multi-platform campaigns is correct conversion attribution:
🔄 Attribution Models
First-Click Attribution
100% credit to the first touchpoint
Ideal for: Acquisition campaigns
Last-Click Attribution
100% credit to the last touchpoint
Ideal for: Conversion campaigns
Linear Attribution
Equal credit across all touchpoints
Ideal for: Fair measurement
Time-Decay Attribution
More credit to recent interactions
Ideal for: Short sales cycles
| Platform | First-Click Attribution | Last-Click Attribution | Linear Attribution |
|---|---|---|---|
| Google Ads | 25% | 45% | 35% |
| Meta | 35% | 30% | 32% |
| 20% | 15% | 18% | |
| TikTok | 20% | 10% | 15% |
4. Unified Dashboard
CentrAds provides you with a comprehensive overview of your multi-platform performance:
Unified Dashboard
Consolidated view of all your KPIs in real-time
Synchronization
Data synchronized every hour
AI Alerts
Automatic notifications of anomalies
🎯 CentrAds Dashboard Example
Global KPIs
- • Global ROAS: 4.2x
- • Average CPA: $28
- • Conversion Rate: 3.8%
- • Total Revenue: $125,000
Performance by Platform
- • Google Ads: ROAS 4.8x
- • Meta: ROAS 3.9x
- • LinkedIn: ROAS 5.2x
- • TikTok: ROAS 2.1x
5. Continuous Optimization
KPI optimization is a continuous process that requires a methodical approach:
📅 Recommended Analysis Frequency
Daily
ROAS, CPA, Budget
Weekly
CTR, CPM, Audiences
Monthly
Attribution, Consistency
⚠️ Warning Signals to Watch
- • ROAS dropping by more than 20%: Check competition and audiences
- • CPA rising by more than 30%: Analyze lead quality
- • CTR plummeting: Test new creatives
- • Unbalanced attribution: Readjust budgets by platform
Conclusion
Choosing the right KPIs for your multi-platform campaigns is crucial to maximizing your ROI. With CentrAds, you benefit from a unified view and advanced optimization tools that transform your data into concrete actions.
Advertisers who use a structured KPI approach see an average improvement of 40% in their ROAS and a 25% reduction in their CPA. Investing in the right measurement tools is essential for the success of your campaigns.
📊 Ready to optimize your KPIs?
Discover how CentrAds can help you choose and track the right metrics for your multi-platform campaigns.
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