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7 Google Ads Metrics Every SaaS Business Should Track

Navigating the world of Google Ads can feel like exploring a dense jungle, with countless metrics vying for your attention.

But fear not, for we are here to guide you through the thicket, ensuring you focus on the important Google Ads metrics to measure your ads’ success.

Let the journey begin!

Why Tracking the Right Google Ads Metrics Matters

In the digital marketing realm, data reigns supreme, especially for SaaS businesses where the landscape is ever-evolving and highly competitive.

It’s the compass that guides your campaigns, pointing you in the direction of success. By honing in on the key metrics, you unlock a treasure trove of insights, arming yourself with the knowledge needed to optimize your campaigns for maximum ROI.

From click-through rates that reveal the allure of your ads, to conversion rates that gauge the effectiveness of your landing pages, each metric tells a story.

And it’s by piecing together these stories that you can paint a vivid picture of your campaign’s performance, ultimately steering it towards success.

1. Click-Through Rate (CTR)

What is CTR and Why Does it Matter?

Click-through rate, or CTR, is the percentage of people who click on your ad after seeing it. It’s a pivotal metric in Google Ads that provides a window into the effectiveness of your ad copy and creativity. 

CTR is a direct indicator of how well your ad resonates with your target audience. For SaaS businesses, a high CTR means that the ad is effectively communicating the value proposition of the software, compelling potential customers to learn more.

This is crucial in the competitive SaaS market where grabbing the user’s attention and differentiating from competitors is key.

A high CTR signifies that your ad is striking a chord with your audience, prompting them to take action. Conversely, a low CTR could be a signal that your ad requires some fine-tuning. 

How to Improve Your CTR

  • Refine Your Ad Copy: Craft ad copy that is clear, concise, and tailored to your target audience. Employ persuasive language that underscores the benefits of your product or service.
  • Use High-Quality Images: A compelling image can speak volumes. Opt for high-quality images that complement your ad copy and capture attention.
  • Optimize Your Ad Rank: Your ad rank dictates the placement of your ad on the search results page. A superior ad rank can translate to a higher CTR. Enhance your ad rank by improving your quality score and adjusting your bid amount.

[Image of a high CTR ad featuring persuasive copy and an eye-catching image]

2. Conversion Rate

What is Conversion Rate and Why Does it Matter?

Conversion rate is the percentage of individuals who complete a desired action post-clicking on your ad. 

Conversion rate is vital for SaaS businesses as it directly correlates with the effectiveness of the ad in driving desired actions, such as sign-ups, free trials, or demo requests.

A high conversion rate indicates that the ad and the landing page are well-aligned with the customer’s needs, leading to higher customer acquisition.

How to Improve Your Conversion Rate

  • Optimize Your Landing Page: Ensure your landing page is pertinent to your ad and offers a seamless user experience. It should be easy to navigate with a clear call-to-action.

Here’s one of the examples of good SaaS landing pages:

  • Employ A/B Testing: Experiment with different elements of your landing page, such as the headline, copy, and call-to-action, to discern what resonates most with your audience.
  • Provide Incentives: Entice conversions by offering incentives like discounts or free trials.

✏️ We’ve created a handy calculator for your CTR and Conversion Rate.

3. Cost Per Conversion (CPC)

What is CPC and Why Does it Matter?

Cost Per Conversion (CPC) represents the amount you expend for each conversion derived from your ad. It’s a vital metric that sheds light on the ROI of your Google Ads campaign.

A lofty CPC can diminish your profits, while a modest CPC indicates you’re maximizing your budget.

How to Improve Your CPC

  • Enhance Your Quality Score: Your quality score is a reflection of the relevance and quality of your ad. A superior quality score can lead to a reduced CPC.
  • Implement Negative Keywords: Negative keywords prevent your ad from appearing in irrelevant searches, thereby potentially lowering your CPC.
  • Zero in on the Right Audience: Ensure your ad is targeted at the right audience. The more pertinent your ad is to your audience, the lower your CPC is likely to be.

✏️ Here’s a handy Google Ads budget tracker template to get your ad spend under control.

4. Quality Score

What is Quality Score and Why Does it Matter?

Quality Score is a metric used by Google Ads to measure the relevance and quality of your ads and keywords.

It plays a crucial role in determining your ad rank and the cost per click (CPC) of your ads.

A high Quality Score indicates that your ad is relevant to the user’s search query and provides a good user experience, which can lead to lower CPC and better ad placement.

How to Improve Your Quality Score

  • Optimize Ad Copy: Ensure your ad copy is clear, relevant, and includes the target keyword.
  • Improve Landing Page Quality: Your landing page should be relevant to your ad and provide a good user experience.
  • Use Relevant Keywords: Choose keywords that are closely related to your ad and landing page content.
  • Improve Ad Relevance: Make sure your ad is closely related to the user’s search query.

5. Return on Ad Spend (ROAS)

What is ROAS and Why Does it Matter?

Return on Ad Spend (ROAS) is a metric that measures the revenue generated for every dollar spent on advertising.

It is an important metric for SaaS businesses as it helps to determine the effectiveness of your advertising campaigns and the overall ROI.

How to Improve Your ROAS

  • Optimize Ad Campaigns: Regularly review and optimize your ad campaigns to ensure they are performing well.
  • Use Targeted Keywords: Use keywords that are relevant to your product or service to attract qualified leads.
  • Improve Landing Page Quality: Ensure your landing page is relevant to your ad and provides a good user experience.

6. Impression Share

What is Impression Share and Why Does it Matter?

Impression Share is a metric that measures the percentage of impressions your ads receive compared to the total number of impressions they were eligible to receive.

It is an important metric as it helps to determine the reach of your ad and the potential for increased visibility.

How to Improve Your Impression Share

  • Increase Bid Amount: Consider increasing your bid amount to improve your ad rank and increase your impression share.
  • Improve Ad Quality: Ensure your ads are of high quality and relevant to the user’s search query.
  • Use Relevant Keywords: Choose keywords that are closely related to your ad and landing page content.

7. Customer Acquisition Cost (CAC) and Lifetime Value (LTV)

What is CAC and LTV and Why Do They Matter?

Customer Acquisition Cost (CAC) is the cost associated with acquiring a new customer, while Lifetime Value (LTV) is the total revenue generated from a customer over their lifetime. 

CAC and LTV are crucial metrics for SaaS businesses as they directly impact the profitability and sustainability of the business.

A low CAC and a high LTV mean that the business is acquiring customers at a low cost and maximizing the revenue generated from each customer over their lifetime.

This is essential for the long-term success of the SaaS business model, which relies on recurring revenue from subscriptions.

How to Improve Your CAC and LTV

  • Optimize Ad Campaigns: Regularly review and optimize your ad campaigns to ensure they are performing well and driving qualified leads.
  • Improve Customer Retention: Focus on retaining existing customers to increase their LTV.
  • Offer Upsells and Cross-Sells: Offer additional products or services to existing customers to increase their LTV.


These 7 were the most important metrics to track for every SaaS business.

Sometimes less is more principle works for metrics too. Focus and work on increasing the important ones and the results will follow.

If you liked this one, make sure to check out our 13 Google Ads Tips for 2024.

Michael Schroder

Michael Schroder

Michael Schroder is a Google Ads and SaaS marketing consultant. He has been managing $200k-$300k monthly ad spend and has worked with 200+ SaaS companies. The thing that makes him unique is his data-led approach and his focus on SaaS businesses.