How to read an ad campaign report without getting lost

A campaign report is full of terminology: Reach, CTR, CPM, Frequency. You do not need to become a marketing expert — you just need to read four core numbers.

The four numbers

• Reach: how many people saw the ad — a size indicator, not a success one.
• Click-through rate (CTR): how many of those who saw it actually clicked.
• Cost per lead (CPL): the cost of each serious enquiry.
• Actual customers: the number that really matters — how many bought.

Just four numbers in any report actually need your attention — the rest is secondary detail.