How to measure campaign performance: a checklist
Short answer: Campaign performance is measured by comparing clicks, installs, attributed conversions and spend over the same date range, with the same attribution rules.
Metrics to track
- Click-through rate (CTR): Clicks per impression.
- Cost per install (CPI): Spend divided by attributed installs.
- Conversion rate: The share of installs that make a purchase.
- ROAS: Attributed revenue ÷ spend.
Rules for fair comparison
- Use the same attribution window and model.
- Give new campaigns at least a week of data.
- Note seasonal effects such as holidays and promotions.
Decide with several metrics
Look at several complementary metrics, not one number. Attrely shows spend and attributed revenue side by side for each campaign.