Start by acknowledging your goals. If you’re involved with e-commerce, it’s fairly simple—an understanding of your profit margins and customer lifetime value will tell you where you stand. If you’re running lead generation campaigns, it’s a little more complicated but still achievable. You need to follow leads through your funnel to understand who is moving along and, ultimately, converting.
One caveat on measurement: you need to move beyond last-click attribution. By utilizing other forms of attribution, you get a truer sense of how effectively your PPC campaigns work for you.