Marketing data can provide valuable insights, but only when you understand what the numbers are actually telling you. This strategy note explains some of the key metrics you may encounter across your Google Ads, Meta Ads, and wider marketing activity. Rather than focusing on numbers in isolation, we explore how metrics such as clicks, impressions, conversion rates, cost per lead, and return on advertising spend can help you understand performance. You will learn why context matters and why a single metric should rarely determine a business decision. By understanding your data more clearly, you can ask better questions, identify opportunities, recognise potential problems, and make more informed marketing decisions.
