Let’s talk about brand awareness ads.
They’re tricky. You’re not expecting direct conversions (though those are a nice bonus), but you still need a way to know if your ads are working.
Most folks look at clicks. Makes sense, right? More clicks = more interest.
But here’s the catch: not all clicks are created equal.
If someone clicks your ad and bounces off the site in 5 seconds… what was that click worth?
Instead of just tracking Cost Per Click (CPC), we recommend looking at CPC divided by Bounce Rate. Think of it like a “quality-adjusted” cost.
Sure, Ad B is cheaper per click, but it results in way more bounces. Ad A might be giving you better bang for your buck in real brand engagement.
Quick Note on Bounce Rate in GA4:
It’s not the same as it used to be. In GA4, bounce rate is defined as the percentage of sessions that lasted under 10 seconds, had no conversion event, and viewed only one page.
So now, it’s more meaningful—it’s not just “they didn’t click anything,” it’s “they didn’t stick around and didn’t engage.”
Bottom line: If you’re running ads for awareness and consideration,
measuring engagement quality matters more than ever.
Try this CPC/Bounce Rate ratio this week—you might find your “cheapest” ad isn’t your best one.
