What key reporting metrics should I focus on?

In the Amplify dashboard, there are certain performance metrics you’ll see by default: Clicks, Impressions, CTR, CPC, and Conversions (if you’re tracking them). Each of these metrics is important individually and contextually, and can give you a great deal of insight into how your campaign is performing.


Clicks represent how many times a user clicks on your content. As our platform charges based on clicks (CPC model), and our system optimizes toward what content/traffic sources are most likely to receive clicks, this metric is a key indicator of a campaign’s health.


Impressions reflect the number of times your content was displayed by our publisher network. While our platform does not charge based on impressions received, impressions are a vital piece of determining your campaign’s CTR.

Click-Through Rate (CTR)

A click-through rate (CTR) acts as a quality score, or in our case, an “interest” score, rating the amount of attention your content generates from our readers. Clicks ÷ impressions = CTR. For example, if you had 15 clicks and 2,500 impressions, your CTR would be 0.6%.

Cost-Per-Click (CPC)

The cost-per-click (CPC) is how much you’re willing to spend each time a user clicks on your advertisement. The Average CPC takes into account the total amount of clicks your campaign has received and the CPCs you’ve set. In other words, it shows you the average amount you pay for clicks. Setting a higher CPC increases your campaign’s prioritization, which is why we recommend starting high to remain competitive.


Conversions are the measurable actions a user takes once they arrive on your website. Do they sign up for your newsletter? Fill out a form for a quote? Add items to their shopping cart? Complete a purchase? You can create conversions for these types of events and more, and are able to track multiple conversion events on one campaign if desired.


Optimization Tips:

  • Generally speaking, a healthy CTR is anywhere between 0.10% and 0.25%, but this can vary widely depending on your campaign strategy, target audiences, and content.
  • The more content you have, the more likely you are to have a strong CTR, so it’s important to build your campaign with this in mind.
  • If you’re receiving too few impressions, this could indicate that your device, location, or audience targeting is too narrow, or that your CPC is too low. If you aren’t receiving any impressions at all even though your campaign is active, there may be a problem with your account. You can contact our Support team to diagnose the issue.
  • Our platform optimizes for clicks by default, but by changing the Bid Strategy in your campaign settings, you can instead optimize for conversions.

Have questions or want some tips on improving your metrics? Reach out to our DIY Customer Success team.

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