It’s imperative that every account has a goal and KPAs before going live. So what are goals and KPAs?

Goal

A goal is a quantifiable, tangible metric that’s used to objectively measure the success of your client’s campaign. While the general goal of a campaign could be to drive leads or increase sales, we need the specifics to make these measurable for all parties. Examples of quantifiable goals pertaining to driving leads and producing sales could be a $50 cost-per-lead, a $300 cost-per-purchase, or a 3x ROAS.

Take a look at the image below as an example. This client had a cost-per-purchase goal of $300. They knew if they maintained this number, the sky was the limit for their media spend. By continually achieving this goal, this account scaled from $280k to over $800k/month. That's a great thing for all parties.

KPA

KPA stands for Key Performance Action. It’s a measurable action (or actions) that leads to the desired goal. Every account will have a primary KPA and some could even have a secondary KPA. KPAs are the reason we require Google Tag Manager access for all accounts - this is where we setup all of the tracking.

Examples:

• using the $300 cost-per-purchase example, the primary KPA associated with this goal could be purchases, which could be tracked via the client’s website and shops on their social media platforms.

• using the $50 cost-per-lead example, the primary KPA associated could be a leads, which could be tracked as a combination of form fills and phone calls received as a result of the ads seen.