Common KPIs tracked by Media Buyers

For Media Buyers, performance is everything. Each dollar spent must contribute to a clear business goal—whether that’s brand awareness, lead generation, or direct conversions. To achieve this, Media Buyers rely on a range of key performance indicators (KPIs) to assess how campaigns are performing, where optimizations are needed, and how to allocate budgets more effectively. Here are the most common KPIs every Media Buyer should track across campaigns and platforms.

1. Cost Per Mille (CPM)

CPM refers to the cost of 1,000 ad impressions and is a standard metric for measuring the cost-efficiency of awareness campaigns.

• Formula: (Total Spend ÷ Impressions) × 1,000
• Useful for evaluating reach and visibility
• Lower CPM means more exposure for your budget

Media Buyers use CPM to benchmark the cost-effectiveness of brand awareness initiatives.

2. Click-Through Rate (CTR)

CTR measures the percentage of users who clicked on your ad after seeing it.

• Formula: (Clicks ÷ Impressions) × 100
• Indicates how engaging and relevant your ad is to your audience
• Higher CTRs generally correlate with stronger messaging or creative

A low CTR may signal the need to adjust creative, targeting, or placement strategy.

3. Cost Per Click (CPC)

CPC shows how much you pay for each click on your ad. It's especially important for performance-driven campaigns.

• Formula: Total Spend ÷ Total Clicks
• Helps evaluate bidding strategies and cost efficiency
• Lower CPC can lead to better ROI, assuming conversion rates are healthy

Media Buyers optimize CPC by testing ad creatives, placements, and audiences.

4. Conversion Rate (CVR)

CVR reveals how well your ads are turning clicks into desired actions, such as purchases or sign-ups.

• Formula: (Conversions ÷ Clicks) × 100
• Measures campaign effectiveness at driving real results
• Can vary by landing page experience, offer relevance, and audience intent

High conversion rates indicate a well-aligned message and offer.

5. Cost Per Acquisition (CPA)

CPA tracks how much it costs to gain one new customer or lead through your advertising efforts.

• Formula: Total Spend ÷ Conversions
• Used for assessing ROI and budget allocation
• Benchmarked against customer lifetime value (CLV) for profitability analysis

Media Buyers aim to lower CPA while maintaining or increasing conversion volume.

6. Return on Ad Spend (ROAS)

ROAS measures how much revenue is earned for every dollar spent on ads.

• Formula: Revenue Generated ÷ Ad Spend
• Used in e-commerce and direct-response campaigns
• Higher ROAS indicates more profitable media placements

Optimizing for ROAS ensures advertising contributes directly to business growth.

7. Frequency

Frequency indicates how often the same person is shown your ad.

• Helps identify ad fatigue or overexposure
• High frequency with low engagement may require creative refresh
• Ideal frequency varies by campaign type and platform

Managing frequency is key to maintaining audience interest and campaign effectiveness.

8. Viewability Rate

This KPI measures the percentage of your ad that was actually seen by users.

• Ensures impressions are not wasted on invisible placements
• Benchmarked by industry standards (e.g., IAB guidelines)
• Critical for display, video, and programmatic campaigns

High viewability ensures your ads have the opportunity to make an impact.

Conclusion

Tracking the right KPIs allows Media Buyers to make smarter decisions, justify ad spend, and optimize campaigns in real time. Whether managing awareness or performance-driven campaigns, KPIs like CPM, CTR, CPC, CPA, and ROAS provide critical insights into campaign health and effectiveness. By monitoring these metrics consistently, Media Buyers can enhance strategy, reduce waste, and deliver greater value for every advertising dollar.