The Paid Media Overview page in Milestone Analytics provides agencies and businesses with a consolidated view of paid advertising performance across different channels (e.g., Google Ads, Facebook Ads). This helps users track return on investment (ROI), optimize spend, and identify opportunities for improvement.

Overview Widget

The Overview widget gives agencies and businesses a quick snapshot of how paid media campaigns are performing over a selected time period. It tracks multiple Key Performance Indicators (KPIs) in one place and displays them as both summary numbers and trend lines for easy comparison.

What You See in the Widget

The Overview Widget allows you to toggle between multiple KPIs to view their trends over time. Below are the definitions of each KPI:

• Impressions: The total number of times your ads were displayed to users. Helps measure reach and visibility.
• Clicks: The total number of times users clicked on your ads. Indicates engagement with your ad creatives.
• Bookings: The number of confirmed reservations or transactions generated directly from ads.
• Revenue: The monetary value attributed to bookings or transactions from paid campaigns.
• Leads: The number of inquiries, form fills, or potential customer details captured through ads.
• Cost: The total spend on your paid media campaigns.
• ROAS (Return on Ad Spend): Revenue generated divided by ad spend. A measure of efficiency (e.g., a ROAS of 4 means $4 earned for every $1 spent).
• Paid Sessions: Website visits that originated from paid advertising campaigns.
• Paid Leads: Leads specifically driven by paid campaigns, separate from organic or referral sources.
• Click to Calls: The number of direct phone calls initiated by users clicking on a “call” button in your ads.
• Estimated Phone Revenue: Revenue attributed to phone bookings or calls generated through ads.
• Average CPC (Cost Per Click): The average amount you paid per ad click (Cost ÷ Clicks).
• CTR (Click Through Rate): The percentage of impressions that resulted in clicks (Clicks ÷ Impressions). Indicates ad relevance and effectiveness.

Performance Comparison (Across Paid Channels)

The Performance Comparison widget allows you to analyze how different paid advertising channels contribute to overall results. In the example shown, the two channels are:

• Google Ads (orange)
• Facebook Ads (blue)

Each bar represents the relative share of performance metrics by channel, helping you understand which platform is driving the most value.

How to Interpret

• Distribution by Channel: Each bar shows the percentage split between Google Ads and Facebook Ads. For example, if 70% of clicks are from Google Ads and 30% from Facebook Ads, you’ll see this reflected visually.
• Cost vs. Outcome Analysis: Compare spend (Cost) with performance outcomes (Bookings, Revenue, Leads) to identify the most cost-effective platform.
• Channel Strengths: One platform may generate higher impressions while another drives stronger bookings or revenue.