The Five Metrics That Actually Matter When Running Ads
You open your ads manager.
There are columns everywhere.
Reach. Frequency. CPM. CPC. CTR. CPA. ROAS. Engagement rate.
It feels technical. Overwhelming. Slightly intimidating.
But here’s the truth:
Most dashboards look complicated because they show too much at once.
When you’re starting out, especially if you’re running ads for listings, valuation offers, or buyer inquiries — you only need to focus on five things.
That’s it.
1. Impressions
How many people saw your ad?
This tells you whether your campaign is actually reaching your target audience.
If impressions are low:
Your budget might be too small
Your targeting may be too narrow
Or your ad may not be delivering properly
Platforms like Meta and Google can’t generate leads if they’re not showing your ad.
First question:
Is the ad reaching people?
2. Clicks
How many people were interested enough to visit your page?
Clicks indicate curiosity.
If someone clicks your:
“Get Your Home Value” ad
New listing promotion
Buyer guide offer
It means your message caught attention.
But clicks alone don’t mean success.
They simply mean interest.
3. Click-Through Rate (CTR)
What percentage of people who saw the ad actually clicked?
This is one of the most important beginner metrics.
CTR tells you whether your message is clear and compelling.
Low CTR usually means:
The audience doesn’t feel targeted
The headline is vague
The offer isn’t strong enough
For example, “Thinking About Moving?” is weaker than:
“Homeowners in [Suburb], See What Your Property Could Sell For in Today’s Market.”
Higher clarity → Higher CTR.
Second question:
Is the message landing?
4. Conversions
How many people completed the action you wanted?
This is where it gets real.
A conversion might be:
A valuation form submission
A buyer consultation booking
A property viewing registration
A seller inquiry
If clicks are strong but conversions are low, the issue likely isn’t your ad.
It’s your landing page.
Third question:
Is the page working?
5. Cost Per Result
How much did each conversion cost?
This metric connects marketing to business reality.
If a seller lead costs $25 and you consistently turn one in ten into a listing, that may be incredibly profitable.
If a buyer inquiry costs $200 and rarely converts, something needs adjusting.
Fourth question:
Is the cost sustainable?
Everything Else Is Noise (At First)
CPM. Frequency. Quality ranking. Engagement breakdowns.
They matter later.
But until you have enough data, they’re distractions.
When you focus on these five metrics, you simplify everything:
Impressions → Is the ad reaching people?
CTR → Is the message clear?
Conversions → Is the funnel working?
Cost per result → Is this profitable?
You don’t need to be a marketing expert.
You just need to know which levers exist.
Why This Matters for Agents
When real estate agents feel overwhelmed by dashboards, they either:
Turn ads off too early
Or ignore data completely
Neither helps.
But when you understand these five numbers, you stop reacting emotionally.
You start diagnosing logically.
And that’s when advertising stops feeling like gambling, and starts feeling like strategy.
Final Thought
You don’t need to master every metric.
You just need to master the right ones.
Start with these five.
Everything else can wait.
