Depending on the goals and development stage of each business, there will be different sets of indicators to evaluate the effectiveness of Twitter (X). Nova Adworks evaluates the effectiveness of Google Ads campaigns based on two main criteria: Traffic and Conversion Rate.
Traffic measures the number of visits to your website from ads, while conversion rate measures customer value-creating behavior, such as scrolling, time on page, clicking on other items, live chat, filling out forms, calling hotlines, etc. Conversion rate is calculated as the ratio of value-creating actions to ad clicks. Conversion rates vary by industry, company, product, and landing page.