How to read the report: CTR, conversions and cost per result
Three numbers to look at first, and what to do when one of them drops.
AiryAds Team
Guides1 min read
A campaign report has plenty of numbers, but three are enough to make decisions. Keep an eye on them and you can see what works and what to change.
CTR
CTR shows what share of the people who saw an ad clicked on it. A low CTR means the creative doesn't catch attention or the audience is wrong.
Conversions
A conversion is the action you launched the campaign for: a lead, a purchase, an app install. Many clicks and few conversions usually point to the page the ad leads to.
Cost per result
Cost per result is spend divided by the number of conversions. This is the number that shows whether advertising pays off, so compare channels by it, not by the number of impressions.
When a number drops
CTR fell. Replace the worn-out creative or add a new one.
Few conversions. Check the page: does it open fast, and is it easy to leave a request?
Cost per result went up. See which channel is getting more expensive and redistribute the budget.
Compare week to week, not day to day: daily numbers fluctuate even in a campaign that works well.
