Last Updated: December 23, 2025
Reading time: 9 min
Best Practices

Campaign Health Dashboard | Metrics to Monitor for Ad Success

Learn which metrics to monitor together for campaign health. Understand key performance indicators and when to take action.

Campaign Health Dashboard: Metrics to Monitor

Monitoring the right metrics together gives you a complete picture of campaign health. This guide explains which metrics to track, how they relate to each other, and when to take action based on performance indicators.

What is Campaign Health?

Campaign health is a holistic view of how well your ad campaigns are performing across multiple dimensions:

  • Performance: Are you hitting your goals?
  • Efficiency: Are you spending efficiently?
  • Sustainability: Can you maintain this performance?
  • Growth Potential: Is there room to scale?

Key Metrics to Monitor Together

The Core Health Metrics:

  1. ROAS - Revenue efficiency (use our ROAS Calculator)
  2. CPA - Acquisition cost (use our CPA Calculator)
  3. CPM - Reach cost (use our CPM Calculator)
  4. CTR - Engagement level
  5. Conversion Rate - Landing page effectiveness
  6. Frequency - Audience saturation

Healthy Campaign Indicators

Performance Indicators:

  • ROAS: Meeting or exceeding target (typically 3:1+)
  • CPA: Within acceptable range for your margins
  • Conversion Rate: Stable or improving
  • Revenue: Consistent or growing

Efficiency Indicators:

  • CPM: Stable or decreasing
  • CPC: Within expected range
  • CTR: Above platform average
  • Quality Score: High (for Google Ads)

Sustainability Indicators:

  • Frequency: Optimal range (2-4 for most platforms)
  • Reach: Growing or stable
  • Creative Age: Fresh (under 14 days)
  • Audience Saturation: Not maxed out

Campaign Health Dashboard Components

1. Performance Metrics

Metric Healthy Range Action if Below
ROAS 3:1 to 5:1+ Review targeting, creatives, landing pages
CPA Below target CPA Optimize targeting, improve conversion rate
Conversion Rate 2-5% (varies by industry) Improve landing page, test offers
Revenue Growing or stable Increase budget or improve conversion rate

2. Efficiency Metrics

Metric Healthy Range Action if Above
CPM Stable or decreasing Check competition, refresh creatives
CPC Within expected range Improve Quality Score, refine targeting
CTR Above 1% (varies by platform) Test new creatives, improve targeting

3. Sustainability Metrics

Metric Healthy Range Action if Outside Range
Frequency 2-4 times per week Refresh creatives if above 5
Reach Growing or stable Expand audiences if stagnant
Creative Age Under 14 days Refresh creatives

How Metrics Relate to Each Other

The Performance Chain:

CPM → CPC → CPA → ROAS

Lower CPM → Lower CPC → Lower CPA → Higher ROAS

Key Relationships:

CPM and CTR Affect CPC:

  • Lower CPM = Lower CPC (if CTR stays same)
  • Higher CTR = Lower CPC (if CPM stays same)
  • Both affect your cost efficiency

CPC and Conversion Rate Affect CPA:

  • Lower CPC = Lower CPA (if conversion rate stays same)
  • Higher Conversion Rate = Lower CPA (if CPC stays same)
  • Both determine acquisition cost

CPA and Average Order Value Affect ROAS:

  • Lower CPA = Higher ROAS (if AOV stays same)
  • Higher AOV = Higher ROAS (if CPA stays same)
  • Both determine profitability

Daily Health Check

What to Check Daily:

  1. Spend vs Budget: On track?
  2. ROAS: Meeting target? (use our ROAS Calculator)
  3. CPA: Within range? (use our CPA Calculator)
  4. Conversions: On pace?
  5. Alerts: Any platform notifications?

Weekly Health Review:

  1. Performance Trends: Improving or declining?
  2. Frequency: Approaching fatigue threshold?
  3. Creative Performance: Which creatives are winning?
  4. Audience Performance: Which audiences convert best?
  5. Budget Allocation: Optimize with our Budget Allocator

Warning Signs of Unhealthy Campaigns

Red Flags (Immediate Action Needed):

  • ROAS drops below 2:1 - Campaign may be unprofitable
  • CPA exceeds target by 50%+ - Acquisition cost too high
  • Frequency exceeds 7 - Severe creative fatigue
  • CTR drops 30%+ - Creative or targeting issues
  • Zero conversions in 48+ hours - Campaign broken

Yellow Flags (Monitor Closely):

  • ROAS declining gradually - May need optimization
  • CPA increasing slowly - Competition or fatigue
  • Frequency approaching 5 - Plan creative refresh
  • CTR declining - Test new creatives
  • CPM increasing - More competition or narrower targeting

Metrics by Campaign Objective

Awareness Campaigns:

  • Primary: CPM, Impressions, Reach
  • Secondary: CTR, Frequency
  • Health Indicator: Low CPM, high reach, frequency 2-4

Traffic Campaigns:

  • Primary: CPC, CTR, Click Volume
  • Secondary: CPM, Bounce Rate
  • Health Indicator: Low CPC, high CTR, quality traffic

Conversion Campaigns:

  • Primary: ROAS, CPA, Conversion Rate
  • Secondary: CPC, CTR, CPM
  • Health Indicator: ROAS 3:1+, CPA below target, stable conversion rate

Retargeting Campaigns:

  • Primary: CPA, ROAS, Conversion Rate
  • Secondary: Frequency, CTR
  • Health Indicator: Lower CPA than cold audiences, higher conversion rate

Building Your Health Dashboard

Essential Metrics to Track:

  1. ROAS - Calculate with our ROAS Calculator
  2. CPA - Calculate with our CPA Calculator
  3. CPM - Calculate with our CPM Calculator
  4. CTR - Engagement indicator
  5. Conversion Rate - Landing page health
  6. Frequency - Audience saturation
  7. Spend - Budget health
  8. Revenue - Performance indicator

    9. Dashboard Layout:

    • Top Row: ROAS, CPA, Revenue (performance)
    • Middle Row: CPM, CPC, CTR (efficiency)
    • Bottom Row: Frequency, Reach, Conversion Rate (sustainability)

    Taking Action Based on Health Metrics

    If ROAS is Low:

    • Check CPA - is it too high?
    • Review conversion rate - landing page issues?
    • Examine CPM - paying too much for reach?
    • Test new creatives or audiences

    If CPA is High:

    • Check CPC - paying too much per click?
    • Review conversion rate - landing page problems?
    • Examine targeting - too broad or narrow?
    • Test different audiences or offers

    If CPM is High:

    • Check competition levels
    • Review targeting - too narrow?
    • Examine creative quality
    • Consider different ad placements

    If Frequency is High:

    • Refresh creatives immediately
    • Expand audiences
    • Reduce budget or pause campaign
    • Use our Creative Specs Checker for new creatives

    Campaign Health Scorecard

    Score Your Campaign (1-5 for each):

    • ROAS: 5 = 4:1+, 4 = 3-4:1, 3 = 2-3:1, 2 = 1.5-2:1, 1 = Below 1.5:1
    • CPA: 5 = Well below target, 4 = Below target, 3 = At target, 2 = Above target, 1 = Way above
    • Efficiency: 5 = CPM/CPC decreasing, 4 = Stable, 3 = Slight increase, 2 = Moderate increase, 1 = High increase
    • Sustainability: 5 = Frequency 2-3, 4 = Frequency 3-4, 3 = Frequency 4-5, 2 = Frequency 5-6, 1 = Frequency 7+

    Overall Health:

    • 18-20: Excellent - Scale aggressively
    • 14-17: Good - Monitor and optimize
    • 10-13: Fair - Needs optimization
    • Below 10: Poor - Major changes needed

    Tools for Monitoring Campaign Health

    Regular Health Check Schedule

    Daily:

    • Check spend vs budget
    • Review ROAS and CPA
    • Check for alerts

    Weekly:

    • Full health scorecard
    • Review all metrics
    • Check frequency levels
    • Plan optimizations

    Monthly:

    • Comprehensive review
    • Compare to benchmarks
    • Plan major changes
    • Budget reallocation

    Related Tools: Track all your metrics with our calculators and plan optimizations with our campaign tools.

    Related Guides: Learn about troubleshooting in our Troubleshooting Guide and metrics in our Metrics Guide.

Related Tools

Use these tools to implement the strategies discussed in this article:

ROAS Calculator
Use Tool
CPA Calculator
Use Tool
CPM Calculator
Use Tool
Creative Specs Checker
Use Tool

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