Intent over impressions.

01 / The challenge

The problem behind the brief.

A campaign can produce substantial reach while contributing relatively few purchases. A channel comparison needs to preserve the campaign rows, spend and actual outcomes.

02 / The decisions

Where the work changed.

1. 01

   Compare purchases against cost.

   One Search row reports 223 purchases at approximately SAR 11,496 in spend. The Performance Max row beneath it reports 34 purchases at SAR 3,010.41.

2. 02

   Treat impressions as context.

   The Performance Max row records 894,157 impressions at a 1.75% interaction rate. That delivery scale is not itself a purchase result.

3. 03

   Read the second Search signal.

   Another Search campaign reports 127 purchases and a 22.07% interaction rate. The useful comparison sits at campaign level rather than in a blended impression total.

03 / The outcome

The difference it made.

Two Search campaigns recorded 223 and 127 purchases, alongside a Performance Max campaign with 34. The campaign rows reveal the differences that an impression total would conceal.

First Search campaign purchases

223

Second Search campaign purchases

127

Second Search interaction rate

22.07%

Compared Performance Max purchases

34