If you’re still measuring your PPC success based on click-through rate and impressions alone, you’re about to be left behind.
The role of paid media has changed – and not just because Google Ads released another round of automation.
It’s changing because people have changed. We live in a multi-device, privacy-first, AI-influenced world where attention spans are shorter, conversion paths are messier, and attribution is murkier than ever.
And yet, many advertisers still optimize like it’s 2015 – staring at dashboards full of click-through-rate, cost-per-click, and average positions like they’re the final word.
Here’s the uncomfortable truth: PPC has never been just about getting someone to click. It’s about driving real, measurable business outcomes – profitable, incremental, sustainable outcomes – even when the platforms don’t make it easy.
This article isn’t another “PPC KPI listicle” telling you to improve your CTR or lower your CPC. We’re going deeper.
The KPIs below are the ones that actually move the needle today, the ones you need in your toolbox if you want to keep your budget, secure executive buy-in, and prove paid media’s value without hiding behind vanity metrics.
1. Profit (Not Just ROAS)
Return on ad spend (ROAS) has long been the default north star in PPC reporting, but frankly, it’s overdue for a demotion.
On its own, ROAS offers a dangerously incomplete picture. It tells you how much revenue was generated for every dollar spent – but revenue isn’t profit.
A campaign might boast a stellar 600% ROAS, but if fulfillment costs, discounts, or shipping fees gobble up 70% of that revenue, what are you really left with?