In digital marketing, creating a campaign involves a learning curve — but proving its effectiveness is the real work. Marketers measure campaign impact through return on investment (ROI). Recently, I ran a Google Display Ad campaign for Hunter Pet Store, a luxury brand specializing in handcrafted leather collars, leashes, and feeding accessories. This post breaks down how ROI can be measured using both Google Ads reports and Shopify (or another website host) analytics.
Campaign Objective
The campaign’s primary objective was to drive sales while raising brand awareness. The ads ran across Google Display placements, Gmail, and YouTube. Using a mixture of luxury branding and promotional messaging with free shipping, Hunter’s ads help marketers understand which messages resonate most with the audience.
Metrics to Track ROI
Google Ads
- Click-Through Rate (CTR): Shows whether the creative resonates and keeps the audience engaged.
- Conversions: Tracks purchases completed from ad clicks.
- Cost per Acquisition (CPA): Assesses whether ad spend is efficient in reaching campaign goals.
- Demographics: Identifies which audiences (age, income, household type) responded best to the campaign.
Shopify Analytics
- Traffic Sources: Measures how much site traffic came directly from the campaign.
- Engagement: Bounce rate indicates whether visitors found the site content valuable.
- Conversion Pathways: Pinpoints which landing pages or products generated sales.
- New vs. Returning Customers: Shows whether ads attracted fresh buyers or reactivated existing ones.
ROI Beyond Purchases
Immediate sales are only one piece of ROI. This campaign also created long-term value by:
- Increasing search interest in “Hunter Pet Store.”
- Growing email sign-ups that support future marketing.
- Expanding remarketing audiences for retargeted campaigns.
Forward Thinking
Future campaigns can be improved with:
- More creative testing to see which visuals and messages perform best.
- Stronger storytelling formats like video carousels.
- Cross-channel connections between Google Ads, social media, and email flows.
· Stronger audience targeting, such as running one campaign focused on ‘luxury’ messaging and another on ‘promotional’ offers, to clarify brand positioning.
Learn about shock advertising HERE