Let’s explore a framework for setting effective key performance indicators (KPIs) and metrics aligned to your business goals for each funnel stage. PPC campaigns can help achieve many objectives, so understanding the difference between KPIs and metrics is key to setting yourself up for success. However, you should tailor goals and metrics based on the funnel stage to measure performance accurately. Why aligning PPC goals with the marketing funnel mattersWhile paid search benefits bottom-of-funnel marketing, exclusively relying on it is a mistake. Other times, you may have to get creative with aligning PPC efforts with the larger business goals.