The great thing about Pay-Per-Click advertising (PPC) is that there is so much data, meaning there is so much insight and so much potential. However, this also means it can be tricky for organisations to determine which metrics are most important to them. Is it impressions? Click-through-rate (CTR)? Cost-per-click (CPC)? Of course, it depends on your business goals. If your main goal is to generate brand awareness, then impressions is an important metric to measure. But for many organisations, impressions are often the least important metric in PPC. Focusing too much on the wrong metrics means organisations are not able to optimise their campaigns in order to achieve their business goals. This often results in them thinking that PPC is a waste of money, when in fact, it’s quite the opposite.