{"id":730442,"date":"2026-05-30T10:40:17","date_gmt":"2026-05-30T07:40:17","guid":{"rendered":"https:\/\/buradabiliyorum.com\/en\/why-your-b2b-ppc-metrics-may-be-lying-to-you\/"},"modified":"2026-05-30T10:40:17","modified_gmt":"2026-05-30T07:40:17","slug":"why-your-b2b-ppc-metrics-may-be-lying-to-you","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/why-your-b2b-ppc-metrics-may-be-lying-to-you\/","title":{"rendered":"Why your B2B PPC metrics may be lying to you"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a431d33b3eea\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a431d33b3eea\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/why-your-b2b-ppc-metrics-may-be-lying-to-you\/#More_conversions_and_higher_ROAS_dont_always_translate_to_more_pipeline_or_revenue_Heres_how_to_measure_incremental_value_more_accurately\" >More conversions and higher ROAS don\u2019t always translate to more pipeline or revenue. Here\u2019s how to measure incremental value more accurately.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/why-your-b2b-ppc-metrics-may-be-lying-to-you\/#The_advertising_metrics_that_matter\" >The advertising metrics that matter<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/why-your-b2b-ppc-metrics-may-be-lying-to-you\/#Set_up_conversion_values_correctly\" >Set up conversion values correctly<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/why-your-b2b-ppc-metrics-may-be-lying-to-you\/#Get_more_specific_with_campaign-specific_goals\" >Get more specific with campaign-specific goals<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/buradabiliyorum.com\/en\/why-your-b2b-ppc-metrics-may-be-lying-to-you\/#The_success_metrics_for_measuring_incremental_conversions\" >The success metrics for measuring incremental conversions<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/buradabiliyorum.com\/en\/why-your-b2b-ppc-metrics-may-be-lying-to-you\/#The_true_test_of_whether_your_success_metrics_are_working\" >The true test of whether your success metrics are working<\/a><ul class='ez-toc-list-level-5' ><li class='ez-toc-heading-level-5'><ul class='ez-toc-list-level-5' ><li class='ez-toc-heading-level-5'><ul class='ez-toc-list-level-5' ><li class='ez-toc-heading-level-5'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/buradabiliyorum.com\/en\/why-your-b2b-ppc-metrics-may-be-lying-to-you\/#Topics_on_this_page\" >Topics on this page<\/a><\/li><\/ul><\/li><\/ul><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"More_conversions_and_higher_ROAS_dont_always_translate_to_more_pipeline_or_revenue_Heres_how_to_measure_incremental_value_more_accurately\"><\/span>More conversions and higher ROAS don\u2019t always translate to more pipeline or revenue. Here\u2019s how to measure incremental value more accurately.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\n<p>B2B PPC advertisers have more options than ever for measuring success. In the past, you had to rely on form-fill data alone. Now, you can feed a wealth of offline conversion data into Google Ads and Microsoft Ads.<\/p>\n<p>It\u2019s tempting to measure every possible metric, but optimizing toward all of them isn\u2019t a good idea. If you\u2019re optimizing toward everything, you\u2019ll probably end up succeeding at nothing.<\/p>\n<p>So how do you know whether you\u2019ve actually driven incremental value, and what are the right success metrics for B2B PPC campaigns? The metrics that matter might not be the ones you\u2019re focused on.<\/p>\n<h2 id=\"the-advertising-metrics-that-matter\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_advertising_metrics_that_matter\"><\/span>The advertising metrics that matter<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>I\u2019ve seen advertisers set up offline conversions and get excited because their total conversions increased. Then frustration sets in because they don\u2019t see corresponding increases in their bottom line.<\/p>\n<p>Usually, those conversion increases h<a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">app<\/a>en because the advertiser added more conversion actions and <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/support.google.com\/google-ads\/answer\/11461796?hl=en&amp;sjid=1023226550902365970-NA\" target=\"_blank\" rel=\"noopener\">set them all to primary<\/a>. Before making changes, they were only tracking form fills. Afterward, they were tracking form fills, leads, marketing qualified leads (MQLs), sales qualified leads (SQLs), and opportunities.<\/p>\n<p>Instead of one conversion action, they now have four. But the same person could complete all four, meaning leads are being quadruple-counted. A similar issue can happen with platform-reported return on ad spend (ROAS). If you\u2019ve attached conversion values to each action \u2014 which you absolutely should do \u2014 you\u2019ll also see ROAS increase. Both are false signals created by faulty math.<\/p>\n<p>Focusing only on average cost per action (CPA) can also be misleading. Average CPA can mask your marginal CPA \u2014 the cost of acquiring one additional conversion as marketing spend increases. You might be overspending on incremental conversions as you scale your account.<\/p>\n<div style=\"background: radial-gradient(circle at 30% 40%, rgba(184, 111, 255, 0.15), rgba(0, 169, 255, 0.15) 40%, #CDE8FD 70%); padding: 30px; width: 100%; max-width: 802px; color: #000000 !important; font-family: Arial, sans-serif; margin: 25px 0 30px 0; border-radius: 8px; box-shadow: 0 2px 4px rgba(0, 0, 0, 0.1); position: relative; box-sizing: border-box;\">\n<div style=\"width: 100%; max-width: 100%; margin-bottom: 20px; text-align: left; padding-right: 20px; box-sizing: border-box;\">\n<div id=\"semrush-one-headline\" class=\"headline-responsive\" style=\"font-family: Oswald, sans-serif; font-size: 30px; font-weight: normal; margin: 0; color: #000000 !important; line-height: 1.2;\">\n        Your customers search everywhere. Make sure your brand <span style=\"background: linear-gradient(90deg, #D56EFE 0%, #068EF8 51%); -webkit-background-clip: text; -webkit-text-fill-color: transparent; background-clip: text;\">shows up<\/span>.\n      <\/div>\n<p id=\"semrush-one-subhead\" style=\"font-family: Roboto, sans-serif; font-size: 18px; font-weight: 300; line-height: 25px; margin: 12px 0 0 0; color: #000000 !important;\">\n        The SEO toolkit you know, plus the AI visibility data you need.\n      <\/p>\n<\/p><\/div>\n<div style=\"margin-bottom: 15px;\">\n      <span id=\"semrush-one-cta\" style=\"display: inline-block; background-color: #FF642D; color: white; height: 44px; border: none; border-radius: 5px; cursor: pointer; font-size: 16px; padding: 0 24px; font-weight: bold; white-space: nowrap; box-sizing: border-box; text-decoration: none; line-height: 44px;\">Start Free Trial<\/span>\n    <\/div>\n<div style=\"font-size: 12px;\">\n<div style=\"font-family: Roboto, sans-serif; font-weight: 300; color: #000000; margin-bottom: 4px;\">Get started with<\/div>\n<p>      <img loading=\"lazy\" width=\"400\" height=\"52\" decoding=\"async\" http: alt=\"Semrush One Logo\" style=\"height: 16px; width: auto; display: block;\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/11\/semrush-one.webp\"><img loading=\"lazy\" width=\"400\" height=\"52\" decoding=\"async\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/11\/semrush-one.webp\" alt=\"Semrush One Logo\" style=\"height: 16px; width: auto; display: block;\">\n    <\/div>\n<\/p><\/div>\n<style>\n  @media (max-width: 768px) {\n    .headline-responsive {\n      font-size: 30px !important;\n      line-height: 1.3 !important;\n    }\n  }\n<\/style>\n<\/p>\n<h2 id=\"set-up-conversion-values-correctly\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Set_up_conversion_values_correctly\"><\/span>Set up conversion values correctly<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Setting up conversion values is a must for offline conversions. A lot of B2B advertisers get hung up on this step. They say, \u201cWe don\u2019t know the value of the conversion at the time it happens. We won\u2019t know that until it works its way through the system.\u201d<\/p>\n<p>While using actual conversion values is ideal, don\u2019t worry if you can\u2019t. Just assign relative values to each conversion action. Here\u2019s a simple example:<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"601\" height=\"360\" http: alt=\"Microconversion value\" class=\"wp-image-478932\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2026\/05\/Microconversion-value.jpeg\"><img fetchpriority=\"high\" decoding=\"async\" width=\"601\" height=\"360\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2026\/05\/Microconversion-value.jpeg\" alt=\"Microconversion value\" class=\"wp-image-478932\"><\/figure>\n<\/div>\n<p>In this case, the advertiser is measuring four conversion actions: video views, ungated asset downloads, form fills, and MQLs. MQLs come from offline conversions. The rest are measured through Google Tag conversions.<\/p>\n<p>Each conversion is worth 10x the previous action. Ungated asset downloads are worth 10x a video view, and so on. MQLs are worth 1,000x a video view. The advertiser would rather get one MQL than 999 video views.<\/p>\n<p>If you set arbitrary values, make sure to validate them against real data to ensure they\u2019re directing bidding algorithms accurately. Setting values that are too high for lower-funnel actions can cause the algorithm to favor those easier-to-generate actions while deprioritizing lower-funnel actions.<\/p>\n<p>This happened to us recently with a client who was getting a lot of leads, but very few MQLs and SQLs. We reduced the value of leads by a factor of 10, which made MQLs and SQLs look more valuable to the algorithm and increased MQLs and SQLs relative to leads.<\/p>\n<p>Within two weeks, MQL and SQL volume increased significantly, while leads stayed flat. That might not sound like a good thing, but it was. The client was getting higher-quality leads for the same cost.<\/p>\n<p>By using the right conversion values, even relative ones, you can measure incremental conversion value more effectively.<\/p>\n<p><strong><em>Dig deeper: <\/em><\/strong><strong><em>Why incrementality is the only metric that proves marketing\u2019s real impact<\/em><\/strong><\/p>\n<h2 id=\"get-more-specific-with-campaignspecific-goals\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Get_more_specific_with_campaign-specific_goals\"><\/span>Get more specific with campaign-specific goals<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>If you want Smart Bidding to focus on down-funnel actions, you can use campaign-specific goals. You can assign conversion actions at the campaign level, so Smart Bidding only optimizes toward those actions.<\/p>\n<p>You can find the feature in campaign settings in both Google Ads and Microsoft Ads.<\/p>\n<p>Here\u2019s what that looks like in Google:<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"769\" height=\"347\" http: alt=\"Google Ads campaign-specific goals\" class=\"wp-image-478933\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2026\/05\/Google-Ads-campaign-specific-goals.jpeg\"><img loading=\"lazy\" decoding=\"async\" width=\"769\" height=\"347\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2026\/05\/Google-Ads-campaign-specific-goals.jpeg\" alt=\"Google Ads campaign-specific goals\" class=\"wp-image-478933\"><\/figure>\n<\/div>\n<p>And here\u2019s what it looks like for Microsoft:<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"524\" height=\"336\" http: alt=\"Microsoft Ads campaign-specific goals\" class=\"wp-image-478934\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2026\/05\/Microsoft-Ads-campaign-specific-goals.png\"><img loading=\"lazy\" decoding=\"async\" width=\"524\" height=\"336\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2026\/05\/Microsoft-Ads-campaign-specific-goals.png\" alt=\"Microsoft Ads campaign-specific goals\" class=\"wp-image-478934\"><\/figure>\n<\/div>\n<p>Let\u2019s say you have a campaign that\u2019s driving a lot of leads, but few MQLs and SQLs. You could use campaign-specific goals to optimize only for MQLs and SQLs and ignore leads, even though leads are a primary conversion in the account.<\/p>\n<p>Note: If lower-funnel actions have low volume, this technique may not work. Automation still needs a clear enough signal to optimize toward. So if you only have one or two MQLs in a month, the automation might struggle.<\/p>\n<p><strong><em>Dig deeper: Why Google Ads, GA4 and CRM numbers never match<\/em><\/strong><\/p>\n<p><!-- START INLINE FORM --><\/p>\n<p><!-- END INLINE FORM --><\/p>\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background\">\n<h2 id=\"the-success-metrics-for-measuring-incremental-conversions\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_success_metrics_for_measuring_incremental_conversions\"><\/span>The success metrics for measuring incremental conversions<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Looking at simple CPA and ROAS metrics isn\u2019t enough to measure success. You also need to look at each conversion action and measure incremental conversions. A basic way to measure incremental conversions is to establish your baseline first and then measure the CPA and ROAS of conversions at a higher spend level.<\/p>\n<p>For example, let\u2019s say you\u2019re currently spending $5,000 per week and getting an average of 50 conversions, so your CPA is $100.<\/p>\n<p>Now let\u2019s say you increase your weekly spend to $7,500 and end up getting 70 conversions, for an average CPA of $107 \u2014 not much higher than the previous CPA of $100.<\/p>\n<p>Your marginal spend is $2,500, marginal conversions are 20, and marginal CPA is $125 \u2014 25% higher than the original CPA.<\/p>\n<p>The difference in CPA may or may not be acceptable for your goals. It might make sense to invest more to increase sales. But you need to understand where your upper limit is. At some point, you may exceed the amount you\u2019re willing to invest for an additional lead while still making fiscal sense.<\/p>\n<p>If you want to get more sophisticated, you can use a marketing mix modeling tool (MMM) to run an incrementality test.<\/p>\n<p>There are several MMM tools you could use to do this. Some are expensive, and some are low-cost or even free.\u00a0<\/p>\n<p>For example, Google\u2019s Meridian is an open-source tool and it\u2019s free, but the trade-off is that it requires technical know-how to set up and use.\u00a0<\/p>\n<p>MMMs also require a significant amount of historical data \u2014 two or more years\u2019 worth \u2014 but once the data is ingested, they\u2019re fantastic for measuring incrementality.\u00a0<\/p>\n<p><strong><em>Dig deeper: <\/em><\/strong><strong><em>How to avoid marketing mix modeling mistakes that derail results<\/em><\/strong><\/p>\n<div style=\"background: radial-gradient(circle at 30% 40%, rgba(184, 111, 255, 0.15), rgba(0, 169, 255, 0.15) 40%, #CDE8FD 70%); padding: 30px; width: 100%; max-width: 802px; color: #000000 !important; font-family: Arial, sans-serif; margin: 25px 0 30px 0; border-radius: 8px; box-shadow: 0 2px 4px rgba(0, 0, 0, 0.1); position: relative; box-sizing: border-box;\">\n<div style=\"width: 100%; max-width: 100%; margin-bottom: 20px; text-align: left; padding-right: 20px; box-sizing: border-box;\">\n<div id=\"semrush-one-headline-bottom\" class=\"headline-responsive\" style=\"font-family: Oswald, sans-serif; font-size: 30px; font-weight: normal; margin: 0; color: #000000 !important; line-height: 1.2;\">\n        See the <span style=\"background: linear-gradient(90deg, #D56EFE 0%, #068EF8 51%); -webkit-background-clip: text; -webkit-text-fill-color: transparent; background-clip: text;\">complete picture<\/span> of your search visibility.\n      <\/div>\n<p id=\"semrush-one-subhead-bottom\" style=\"font-family: Roboto, sans-serif; font-size: 18px; font-weight: 300; line-height: 25px; margin: 12px 0 0 0; color: #000000 !important;\">\n        Track, optimize, and win in Google and AI search from one platform.\n      <\/p>\n<\/p><\/div>\n<div style=\"margin-bottom: 15px;\">\n      <span id=\"semrush-one-cta-bottom\" style=\"display: inline-block; background-color: #FF642D; color: white; height: 44px; border: none; border-radius: 5px; cursor: pointer; font-size: 16px; padding: 0 24px; font-weight: bold; white-space: nowrap; box-sizing: border-box; text-decoration: none; line-height: 44px;\">Start Free Trial<\/span>\n    <\/div>\n<div style=\"font-size: 12px;\">\n<div style=\"font-family: Roboto, sans-serif; font-weight: 300; color: #000000; margin-bottom: 4px;\">Get started with<\/div>\n<p>      <img loading=\"lazy\" width=\"400\" height=\"52\" decoding=\"async\" http: alt=\"Semrush One Logo\" style=\"height: 16px; width: auto; display: block;\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/11\/semrush-one.webp\"><img loading=\"lazy\" width=\"400\" height=\"52\" decoding=\"async\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/11\/semrush-one.webp\" alt=\"Semrush One Logo\" style=\"height: 16px; width: auto; display: block;\">\n    <\/div>\n<\/p><\/div>\n<style>\n  @media (max-width: 768px) {\n    .headline-responsive {\n      font-size: 30px !important;\n      line-height: 1.3 !important;\n    }\n  }\n<\/style>\n<\/p>\n<h2 id=\"the-true-test-of-whether-your-success-metrics-are-working\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_true_test_of_whether_your_success_metrics_are_working\"><\/span>The true test of whether your success metrics are working<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>MQLs, SQLs, and closed deals are important. But the true measure of incremental value is revenue or pipeline. That means you need to make sure you\u2019re actually measuring for it.<\/p>\n<p>Not all sales are created equal. You might see one deal for $5,000 and another for $2 million. Both register as closed sales in the CRM, but the two are nothing alike. Which would you rather have?<\/p>\n<p>It\u2019s easy to undervalue conversion actions if you\u2019re using proxy values like the ones described above. Yet pipeline and revenue are often determined outside the 90-day conversion window required for offline conversions.<\/p>\n<p>It\u2019s crucial to look at the data in your CRM and map it back to your paid search campaigns. Are there campaigns or content assets driving relatively few leads and MQLs, but a lot of pipeline? If so, don\u2019t devalue them. Make sure you keep them running and give them enough budget to succeed.<\/p>\n<p>Also, don\u2019t forget about incremental revenue.<\/p>\n<p>If you\u2019re scaling your spend, keep an eye on incremental revenue to find the point of diminishing returns. Doing this can prevent overspending on campaigns or channels once they\u2019re no longer cost-effective.<\/p>\n<div class=\"ttd-topics-display\">\n<div class=\"ttd-topics-content\">\n<h5><span class=\"ez-toc-section\" id=\"Topics_on_this_page\"><\/span>Topics on this page<span class=\"ez-toc-section-end\"><\/span><\/h5>\n<div class=\"ttd-topics-links\">Pay-per-clickCustomer relationship managementGoogle AdsMicrosoftArtificial intelligenceBusiness-to-businessConversion marketingCost per actionGoogleGoogle AnalyticsMarketing metricsMarketing mix modelingMicrosoft Advertising<\/div>\n<\/div>\n<div class=\"ttd-topics-show-extra-button\">+9 more<\/div>\n<\/div>\n<\/div>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/buradabiliyorum.com\/en\/category\/technology\/\" target=\"_blank\" >Technology<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/b2b-ppc-metrics-incremental-value-478925\" target=\"_blank\" >Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>More conversions and higher ROAS don\u2019t always translate to more pipeline or revenue. Here\u2019s how to measure incremental value more accurately. B2B PPC advertisers have more options than ever for measuring success. In the past, you had to rely on form-fill data alone. Now, you can feed a wealth of offline conversion data into Google&#8230;<\/p>\n","protected":false},"author":1,"featured_media":730443,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2026\/05\/Why-your-B2B-PPC-metrics-may-be-lying-to-you.png","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[],"class_list":["post-730442","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/730442","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=730442"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/730442\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/730443"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=730442"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=730442"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=730442"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}