Selecting the Campaign Summary report, available under Reports > Marketing > Campaigns, provides you with the following campaign metrics:
| Metric | Description |
|---|---|
| Impressions | The number of times your online ad was viewed. |
| Clicks | The total number of clicks performed by campaign visitors. |
| Unique CCL | The number of initial campaign clicks within the visit sessions. It is possible to have multiple clicks during one visit, but only the first click is the unique click. This metric is visit-specific, so if the same visitor has a second visit, the first click during the visit will count as a unique click. |
| Returning CCL | The number of returning visits to your website from visitors who first visited the site though a campaign and then returned, regardless of whether the return visit was campaign or non-campaign generated. Any returning visits will be counted for the campaign that generated the visitor’s first visit. |
| Bounce Rate | The percentage of people exiting the site immediately after entering (i.e., visitors who viewed only one page on your website). Calculated by dividing the number of Bounces by the number of Visits. |
| Cost | The amount spent on the advertising campaign during the selected period. The campaign cost is taken from your campaign settings or is provided by search engines. |
| Revenue | The total amount of revenue generated by first time and returning campaign visitors. |
| Action | The number of actions performed by your visitors. If your actions are set to unique, then the Action metric shows the number of unique actions (e.g., if a visitor makes three purchases during a visit, only one unique action is counted). Otherwise, the Action metric shows the total number of (non-unique) actions (e.g., if an action occurs more than once during a visit, it will be counted every time it occurs). |
| Conversion (%) | The number of actions divided by the number of visitors. Calculated by dividing the number of Actions by the number of Campaign Clicks. If your actions are set to unique, then this metric is calculated by dividing the number of unique actions by the number of clicks. Otherwise, this metric is calculated by dividing the number of total (non-unique) actions by the number of clicks. |
| ROAS | Return on Ad Spend - This shows the revenue generated by a marketing campaign divided by the cost of that campaign. Calculated by dividing the Revenue by the Cost of advertising, and is expressed as a percentage. The cost of advertising is taken from your campaign settings or is provided by search engines. |
| CPA | Cost per Action - The cost of your advertising campaigns divided by the number of Actions. This metric shows the effectiveness of your marketing campaigns. The campaign cost is taken from your campaign settings or is provided by search engines. |
| eCPM | Effective cost per thousand impressions. This metric is used to measure the effectiveness of your marketing campaigns. The campaign cost is taken from your campaign settings or is provided by search engines. |
Conversion Action = A Yahoo! Web Analytics term used for an action defined by you and taken by a visitor on your website, e.g., completing a sale, visiting a specific page, submitting a form, downloading a file, subscribing to a newsletter, etc.