The campaign metrics that matter and how to act on them

When most marketers think of campaign metrics, they think of the end-of-campaign report—the final numbers that determine success or failure. "Did we hit our targets? How was the CTR? What was the CPC?" These metrics are valuable, but if you’re only looking at them after your campaign ends, you’re missing a crucial opportunity.

Here’s the reality - waiting until the end is too late.

By the time those final numbers roll in, your budget is spent, your ads have run their course, and any improvements you could have made are now just lessons for next time. But what if you could make those numbers better before the campaign ends? What if you could use live metrics as a roadmap to improve performance while your ads are still running?

That’s the power of actioning metrics mid-campaign—and it’s how you transform data from a static report into a dynamic performance tool.

Metrics aren’t just numbers—they’re insights waiting to be used

If you’ve ever opened a platform like Meta’s Ads Manager, you know there’s no shortage of metrics. In fact, there are so many it can feel overwhelming. Thumb-stop rate, CTR, CPC, VCR, ROAS—the list goes on. And let’s be honest: many of these metrics overlap or tell you variations of the same thing. It’s easy to get caught up in the details, trying to decode what each number means or which one is the “right” metric to focus on.

But here’s the truth: it doesn’t really matter exactly which numbers you look at. What matters most is the insights you gather and—most importantly—the actions you take as a result.

Metrics are your audience’s way of telling you how they feel about your ad. Low engagement? They’re not connecting. High CPC? Something’s making people hesitant to click. The specific label of the metric isn’t as important as what it reveals about audience behaviour and how you can use that information to improve.

The best approach? Focus on what the numbers are telling you and how you can respond to improve effectiveness and efficiency. Metrics are only valuable if they lead to action

What to watch and how to act on it

Knowing what to look for is the first step. Acting on those insights is what drives results. While platforms like Meta offer a wide range of metrics, many of them overlap or point to similar audience behaviours. The key isn’t obsessing over a specific metric but understanding what your audience’s actions (or inactions) are telling you—and how you can respond.

Are people noticing your ad?

Relevant metrics: Thumb-stop rate, impressions-to-play rate, view rate

• Why it matters: If people aren’t stopping to look, the rest of your creative doesn’t stand a chance.
• What to do now: Improve the opening three seconds—use bold visuals, direct questions, or immediate product use. Consider testing different thumbnail images or hooks to capture attention.

Are viewers staying engaged?

Relevant metrics: Video completion rate (VCR), average watch time, drop-off rate

• Why it matters: High drop-off rates mean your content isn’t holding attention. If people leave early, they’re missing your key message.
• What to do now: Tighten the pacing, reduce video length, and lead with the most valuable information. Try using quick scene changes or incorporating creator-led storytelling to maintain interest.

Are people taking action?

Relevant metrics: Click-through rate (CTR), clicks, swipe-ups

• Why it matters: Strong engagement doesn’t always translate to action. CTR and related metrics show whether viewers find the content compelling enough to explore further.
• What to do now: Refine your call-to-action (CTA)—make it clearer, more benefit-led, or more prominently placed. Test different CTA styles (spoken vs. on-screen text) and consider timing it earlier in the video.

Is your ad cost-effective?

Relevant metrics: Cost-per-click (CPC), cost-per-impression (CPM), cost-per-view (CPV)

• Why it matters: High costs per engagement signal inefficiencies—either in creative, targeting, or both.
• What to do now: Adjust the creative to better resonate with the audience (try humour, different creators, or simplified messaging). Refresh assets to prevent fatigue and monitor how costs respond.

Are people connecting beyond clicks?

Relevant metrics: Engagement rate (likes, comments, shares), saves, sentiment analysis

• Why it matters: High engagement beyond clicks often correlates with stronger brand affinity and long-term value.
• What to do now: Use relatable storytelling, leverage creators your audience trusts, and include prompts that encourage comments or shares. Check sentiment in comments—positive reactions indicate resonance beyond surface-level engagement.

The goal isn’t to chase one "perfect" metric. It’s to interpret audience behaviour and use that information to make timely adjustments that improve both effectiveness and efficiency. Analysing the metrics offers a great starting point, but the real value comes from turning those numbers into actionable insights.

Acting mid-campaign isn’t just smart—it’s essential

If you’re thinking, "We’ll just learn for next time," consider this: Why settle for improving the next campaign when you can improve this one? Your metrics offer real-time insights. Don’t let that data go to waste.

Quick creative refreshes—like updating the opening visual, testing new copy, or trying a different creator—can yield immediate improvements. Brands that act mid-campaign often see up to double the efficiency in metrics like CPC and CTR.

Metrics aren’t the end—they’re the means

Metrics shouldn’t be a post-mortem. They should be a guide, helping you pivot, refine, and improve while your campaign is still live. They show you what’s working, what’s not, and—most importantly—what to do next.

By using metrics to make timely creative adjustments, you’re not just tracking performance—you’re shaping it. That’s how you go from simply running ads to running ads that work better, cost less, and connect more deeply with your audience.

Stop waiting for the end-of-campaign report. The best time to act is now.