Google Adwords Key Performance Indicators

Spend - the budget you have to spend on ads.

Quality Score - Google’s determination of the relevance, quality and probable user satisfaction of your ads and landing pages.

Clickthrough Rate - [Ad Clicks/Impressions in the Adwords network]- a measure of ad and keyword effectiveness.

Conversion Rate – [Sales or Leads/Visitors via PPC] – a measure of ad, keyword, offer, and landing page effectiveness.

Return on Ad Spend – for each dollar spent on advertising, what is the return after all expenses.

Cost Per Lead – what does it cost for us to get a qualified lead (not sale) from our campaign. The sales process is still to be done.

Profit - [revenue - expenses (including product cost, ROAS, and overhead)]

Lifetime Value – the sales that might be expected from a typical customer over the lifetime of your business. Sometimes advertising buys must consider this for certain types of products.