Campaign Objectives and Performance Metrics

Here is a list of performance metrics that are available for campaigns and ad groups based on the selected campaign objective. For more details, read about the Terminology and Reporting Metrics used in XPO. 

Campaign Dashboard:

Ad Group Dashboard:

• Metrics from the campaign performance dashboard will also be displayed on the ad group performance dashboard for Programmatic channels only.
• Performance metrics for Facebook and Adwords ad groups are currently NOT available.

CAMPAIGN OBJECTIVE	DESCRIPTION	PERFORMANCE METRICS
Brand Awareness	Build brand awareness and interest in your product or service. Example: Say you are launching a chain of supermarkets. Using the Brand Awareness objective, you can create a campaign that highlights their fresh, organic produce to people in the local area.	Budget Spent (CPM) Impressions (Viewability) Click-throughs (CTR) Engagements (ER) Views Conversions (CPA) Revenue (ROI)
Reach	Increase your ad's visibility among your target audience. Selecting the Reach objective is especially ideal if you are launching a new collection, or if you have received special offers from multiple brands.	Budget Spent (CPM) Reach (Frequency) Impressions (Viewability) Click-throughs (CTR) Engagements (ER) Conversions (CPA) Revenue (ROI)
Traffic	Drive visitors to your website, app, or landing page.  Example: Say you have a new website that explains your story and lists some of your shop's unique offerings. Using the Traffic objective, you can create a campaign that encourages people to visit your website to learn more.	Budget Spent (CPC) Click-throughs (CTR) Impressions (Viewability) Engagements (ER) Views Conversions (CPA) Revenue (ROI)
Video Views	Promoting your company's videos and share them with people on different channels to encourage further exploration of your brand. This objective is not suitable for driving immediate clicks or conversions.	Budget spent (CPV) Views (CPCV) / Thruplay (CPT) Engagements (ER) Reach (Frequency) Impressions (Viewability) Click-throughs (CTR) Revenue (ROI)
Lead Generation	Collect leads for your business. Create ads that collect information from people interested in your product, such as sign-ups for newsletters, or have people give your business a call.	Budget Spent (CPL) Leads (CPL) / Conversions (CPA) Impressions (Viewability) Click-throughs (CTR) Reach (Frequency) Engagements (ER) Revenue (ROI)
App Installs	Promote your app. This objective is specifically intended for advertisers with apps to promote.	Budget Spent (CPI) App Installs (CPI) Impressions (Viewability) Click-throughs (CTR) Reach (Frequency) Engagements (ER) Revenue (ROI)
Conversions	Encourage people to take a specific action on your business's site, such as having them add items to a basket, download your app, register for your site, call your business, or make a purchase.  This objective is ideal for targeting individuals who are either at the bottom or near the bottom of your sales funnel.	Budget Spent (CPA) Conversions (CPA) Impressions (Viewability) Click-throughs (CTR) Reach (Frequency) Engagements (ER) Revenue (ROI)
Catalog Sales/Post Engagement/Page Likes	Promote a few, or all products from your e-commerce store to generate sales and boost post engagements. This objective is ideal for targeting individuals who are at the bottom of your sales funnel.	Budget Spent (CPM) Impressions (Viewability) Click-throughs (CTR) Reach (Frequency) Engagements (ER) Conversions (CPA) Revenue (ROI)

Channels x Supported Campaign Objectives

Here is the list of channels with their supported campaign objectives:

• The Thruplay performance metric is only available for Meta Ads campaigns with Video View objectives.
• The TrueView performance metric is only available for Video View campaigns on YouTube.