Skip to content
English
Submit a ticket
Go to buyerbridge.com
  • There are no suggestions because the search field is empty.

Understanding Omnichannel Advertising Metrics

How to Identify Key Metrics for Facebook, Snapchat, TikTok, and Pinterest Ads in the BuyerBridge App

What each advertising metric means in BuyerBridge, how it is calculated, and where to find it in the app.

BuyerBridge reports the same core metrics across every channel you run, so you can compare performance without translating between platform dashboards. This guide defines each metric, gives the formula behind it, and shows where the numbers live in the app.

Quick Links

Where to Find Your Metrics

  1. Log in to BuyerBridge.
  2. Select the dealership you want to view.
  3. Go to Reports.
  4. Select the channel you want to see.

The report opens on the summary view with the metrics below shown as columns. Use the date selector at the top right to change the reporting window.

Note: Not every metric is available on every channel. Sales and Close Rate only appear once a sold report has been uploaded through the Offline Event Uploader.

Metric Definitions

Metric What it measures How it is calculated
Impressions How many times your ad was shown Counted by the platform
Spend Total amount spent on the campaign Counted by the platform
Clicks How many times someone clicked your ad Counted by the platform
Click-Through Rate How often people who saw your ad clicked it Clicks ÷ Impressions
Cost/Click What you paid for each click Spend ÷ Clicks
Lead How many people completed a lead action, such as a form fill or a call Counted by EventFlow and the platform
Conversion Rate How often a click turned into a lead Leads ÷ Clicks
Cost/Lead What you paid for each lead Spend ÷ Leads
Sales Vehicles sold that can be matched back to ad exposure From your uploaded sold report
Close Rate How often a lead became a sale Sales ÷ Leads
Cost/Sale What you paid for each matched sale Spend ÷ Sales

Metrics That Get Confused

Click-Through Rate is clicks divided by impressions, not the other way around.
A campaign with 100,000 impressions and 1,000 clicks has a 1% CTR. If your reported CTR is above 100%, the formula has been applied upside down somewhere. Flag it.

Conversion Rate is measured from clicks, not from impressions.
It answers "of the people who clicked, how many became a lead," so it will always look higher than a rate measured against everyone who saw the ad.

Close Rate is measured from leads, not from clicks.
It is the last step of the funnel and it depends on a sold report being uploaded. With no sold report, Sales, Close Rate and Cost/Sale stay empty.

Spend is what the platform billed, not what you invoiced the client.
Agency markup and management fees do not appear in these columns.

Continue Learning