In brief
The campaign list shows columns: spend, CPC, CPM, impressions, clicks, CTR, conversions, cost per conversion, conversion rate, results, cost per result, result rate. They are read together, never in isolation.
Why it matters
A single figure misleads: a high CTR with a very high CPM can be expensive; a low cost per result with few results proves little.
The steps
- Choose the period and the level: campaign, ad group or ad.
- Read the chain: CPM (cost per 1,000 impressions) → CTR (clicks ÷ impressions) → CPC (cost per click) → conversions and CVR (conversions ÷ clicks) → cost per result.
- Customize the columns: default columns, brand consideration, leads, reach.
- Use the breakdown (by day, week, month) to see the trend.
- Open a row’s detail to see the charts.
- Export the data if needed.
Pitfalls to avoid
- Drawing a conclusion from too little data (few days, few results).
- Comparing campaigns with different objectives.
- Looking at CTR without the cost per result.
- Forgetting that TRIALO’s numbers are fictional: they are for learning to read, not for forecasting.
Frequently asked questions
CPC (destination) or CPC? “Destination” only counts the clicks that lead to the chosen destination.
What is the “result”? The action the campaign objective is trying to achieve (clicks, views, followers, leads, purchases…).
Key takeaways
- Read as a chain: CPM → CTR → CPC → CVR → cost per result.
- Enough data before concluding.
- Compare campaigns with the same objective.
Practice in TRIALO
Publish, fast-forward 7 days, then open Columns and the breakdown: find the ad group with the lowest cost per result.