Introduction to KPI tracking

We know that the most important measure of success when managing PPC are the KPIs you or your clients are trying to achieve, so we’ve put KPIs at the heart of Adpulse.

Adpulse now supports defining KPIs against Smart Budgets and tracking the performance in the Budget List. You can set a KPI when creating a new budget, or update an existing Budget with a KPI by choosing Edit from the Budgets page. 

Available KPIs:

  1. CPA
  2. ROAS
  3. # Conversions
  4. CTR
  5. Impressions
  6. Cost Of Sale

Available measurement types:

  1. Fixed value - you have a defined KPI that you wish to track, eg. CPA target of $5.25 OR 41 conversions per month
  2. Last x Periods - these are rolling historic periods, so will update each new period - where a period could be a month or a week
    1. Last Period - eg. if the current budget period is a month and you're in November, this will generate a target looking at all of October's data
    2. Last 2 Periods - eg. if in November, would use data from September and October - the last 2 periods
    3. Last 3 Periods - eg. if in November, would use data from August, September and October - the last 3 periods
  3. Same period last year - great for a seasonal campaign that compares this period to the same period last year

KPIs are given below in the Budget Details section:


You can choose between a KPI target for Conversion Value/Cost or Cost per Conversion.

Choose KPI

Select the KPI you wish to track and then set the target:
Enter KPI Target

Once defined, you can check the performance of your Smart Budget KPI in the Budgets page. Red = not achieving target, Green = target achieved.


You can sort by the KPI column to bring the best or worst performers to the top of the budget list.

New 'Rolling period' KPIs

We have updated how the 'Last x Days' KPIs work, and as such have updated the labels.
  • Last 30 days = Last Period
  • Last 60 days = Last 2 Periods
  • Last 90 days = Last 3 Periods
The reasons for the update:

1. The 30/60/90 date ranges didn't work particularly well for weekly or custom time periods.

2. If using 'Last 30 days' on a monthly budget, as you reach the end of the month the target will always equal the actual.

The new period-based KPI will always look at the previous period, so; if a monthly budget, Nov will look at Oct; if a weekly budget this week will look at last week.

What you need to do:  Nothing - we have migrated the Last 30/60/90 day KPIs to Period / 2 Periods / 3 Periods
We think this is a better solution to the rolling KPIs, but if you have comments or questions, please let me know at

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