Start with a simple question: What do I need this campaign to do? Do you need more traffic directed to your website? Focus on the number of clicks and the cost per click. Are you only interested in driving sales on your website? Utilize the conversion tool and judge performance by number of conversions and cost per acquisition (CPA), i.e. what you pay per sale. The beauty of digital advertising is that you can decide what’s important to you and funnel your budget toward those goals. As an agency, our favorite metrics are impressions, clicks, click-through rate (clicks divided by impressions), cost per click (CPC), conversions and CPA.