Get serious about your remarketing campaigns with KPIs that show the real impact on sales and ROI.
You know that feeling when an ad you barely remember seeing keeps popping up, almost like it’s stalking you around the internet? Yeah, that’s remarketing. But for marketers like us, it’s not about being creepy—it’s about being effective. Remarketing can be a game-changer, turning indecisive prospects into paying customers. The trick, however, is knowing whether your campaign is actually working. Spoiler alert: it’s not just about clicks.
In the world of digital marketing, guesswork just doesn’t cut it anymore. Remarketing should be data-driven, intentional, and—most importantly—trackable. Let’s break down the key performance indicators (KPIs) and metrics you should be tracking to ensure your remarketing campaigns aren’t just waving at prospects from across the web but actually pulling them into the sales funnel.
ROI: The Metric Your CFO Actually Cares About
Let’s not sugarcoat it—ROI (Return on Investment) is the first and last thing that matters when running a remarketing campaign. If you’re spending more than you’re making, it’s time to recalibrate. Over the years, I’ve run my fair share of remarketing campaigns for my agency and now as a consultant. Trust me when I say ROI isn’t just about dollars and cents—it’s about efficiency. You want to know how much revenue your campaign is bringing in and how much it’s costing you to get that revenue.
How to measure it: (Revenue generated from ads - Ad spend) / Ad spend.
Pro Tip:
- Split your campaigns by audience segments. Don’t lump everyone into one group. You’ll find that high-intent audiences tend to deliver better ROI, while broad audiences might just eat up your budget.
Conversion Rate: The Ultimate Deal Closer
We’ve all heard it before—clicks don’t pay the bills. It’s what happens after the click that matters. Your conversion rate tells you how many ad-clicking visitors actually do what you want them to do—whether that’s making a purchase, filling out a form, or downloading an eBook. If your conversion rate is low, your remarketing might be attracting the wrong crowd or leading them to the wrong place.
How to measure it: (Number of conversions / Total number of clicks) x 100.
Pro Tip:
- Make sure your landing page matches the message in your ad. If you promise free shipping in the ad, the landing page better be all about free shipping. Don’t create friction for the user—it kills conversions.
CTR: Clicks Are the Start, But Not the End
Click-through rate (CTR) measures how well your ads entice people to click. While it’s not the only metric that matters, a high CTR shows that your creativity and messaging are hitting the mark. On the other hand, a low CTR could mean your ads are falling flat or aren’t aligned with your audience. When I ran my digital marketing agency, we A/B tested everything from button colors to headlines. One tweak can make all the difference.
How to measure it: (Number of clicks / Number of impressions) x 100.
Pro Tip:
- Don’t settle for one version of your ad. Test different headlines, images, and CTAs to see what resonates best with your audience. We increased a client’s CTR by 40% by changing the CTA from "Learn More" to "Shop Now."
Frequency: Don’t Be That Annoying Ad
Frequency refers to how often the same person sees your ad. Here’s the thing—too little exposure and you’re forgettable, but too much and you’re downright annoying. There’s a fine balance here, and it’s crucial to get it right. If your frequency is too high, not only are you wasting ad spend, but you’re also risking brand fatigue. And trust me, winning them back is tough once people start zoning out.
How to measure it: Impressions / Unique users.
Pro Tip:
- Keep an eye on the sweet spot—usually between 5 and 7 ad exposures per week per user. Anything more, and you’re likely doing more harm than good. If your CTR drops while the frequency rises, it’s a sign to dial back.
Sales Boost: The Unarguable Metric
At the end of the day, nothing speaks louder than sales. Remarketing campaigns should drive actual revenue growth, not just website traffic. If your sales numbers aren’t moving, it’s time to reassess. While it’s tempting to focus on vanity metrics like impressions or clicks, sales boost is the only metric that truly shows the effectiveness of your campaign. In my agency days, we learned to always ask one question: “Is this making the cash register ring?”
- How to measure it: Track the percentage increase in sales from people who’ve interacted with your remarketing ads.
Pro Tip:
- Implement UTM tracking on all your ads to see which directly influences purchases. This will allow you to focus on the ads that actually drive sales.
View-Through Conversions: Don’t Ignore the Silent Influencers
Many marketers overlook this gem. View-through conversions measure when a user sees your ad but doesn’t click and later converts through another channel. This is a great way to capture the full picture of your remarketing campaign’s influence. At my agency, we often saw that while direct clicks mattered, a significant chunk of conversions came from users who saw our ads but needed another touchpoint before converting.
How to measure it: Track the conversions attributed to people who saw but didn’t click your ads within a set attribution window.
Pro Tip:
- Make sure your attribution window aligns with your customer journey. For example, if your buying cycle typically lasts 30 days, set your view-through window accordingly to capture delayed conversions.
Final Thoughts: Data Is Your Friend
Ultimately, the success of your remarketing campaigns hinges on your ability to track, analyze, and optimize the right metrics. Whether it’s ROI, conversion rates, CTR, or sales boost, every number tells a story about what’s working and what’s not. If you’re not consistently evaluating these KPIs, you’re flying blind—and wasting money.
FREE CONSULTATION
Your remarketing campaigns should deliver real results, not just clicks. Contact me today to discuss how we can refine your campaigns and boost your bottom line.
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