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:
- ROAS - Revenue efficiency (use our ROAS Calculator)
- CPA - Acquisition cost (use our CPA Calculator)
- CPM - Reach cost (use our CPM Calculator)
- CTR - Engagement level
- Conversion Rate - Landing page effectiveness
- 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:
- Spend vs Budget: On track?
- ROAS: Meeting target? (use our ROAS Calculator)
- CPA: Within range? (use our CPA Calculator)
- Conversions: On pace?
- Alerts: Any platform notifications?
Weekly Health Review:
- Performance Trends: Improving or declining?
- Frequency: Approaching fatigue threshold?
- Creative Performance: Which creatives are winning?
- Audience Performance: Which audiences convert best?
- 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:
- ROAS - Calculate with our ROAS Calculator
- CPA - Calculate with our CPA Calculator
- CPM - Calculate with our CPM Calculator
- CTR - Engagement indicator
- Conversion Rate - Landing page health
- Frequency - Audience saturation
- Spend - Budget health
- Revenue - Performance indicator
- Top Row: ROAS, CPA, Revenue (performance)
- Middle Row: CPM, CPC, CTR (efficiency)
- Bottom Row: Frequency, Reach, Conversion Rate (sustainability)
- Check CPA - is it too high?
- Review conversion rate - landing page issues?
- Examine CPM - paying too much for reach?
- Test new creatives or audiences
- Check CPC - paying too much per click?
- Review conversion rate - landing page problems?
- Examine targeting - too broad or narrow?
- Test different audiences or offers
- Check competition levels
- Review targeting - too narrow?
- Examine creative quality
- Consider different ad placements
- Refresh creatives immediately
- Expand audiences
- Reduce budget or pause campaign
- Use our Creative Specs Checker for new creatives
- 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+
- 18-20: Excellent - Scale aggressively
- 14-17: Good - Monitor and optimize
- 10-13: Fair - Needs optimization
- Below 10: Poor - Major changes needed
- ROAS Tracking: Use our ROAS Calculator
- CPA Tracking: Use our CPA Calculator
- CPM Tracking: Use our CPM Calculator
- Budget Planning: Use our Budget Allocator
- Campaign Planning: Use our Campaign Scheduler
- Creative Health: Use our Creative Specs Checker
- Check spend vs budget
- Review ROAS and CPA
- Check for alerts
- Full health scorecard
- Review all metrics
- Check frequency levels
- Plan optimizations
- Comprehensive review
- Compare to benchmarks
- Plan major changes
- Budget reallocation
Dashboard Layout:
Taking Action Based on Health Metrics
If ROAS is Low:
If CPA is High:
If CPM is High:
If Frequency is High:
Campaign Health Scorecard
Score Your Campaign (1-5 for each):
Overall Health:
Tools for Monitoring Campaign Health
Regular Health Check Schedule
Daily:
Weekly:
Monthly:
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.