How to measure adwords campaing success on an non ecommerce/leads website

[teconsite]

Hello,
We have a website of a furniture company that runs an Adwords campaign. This company has a lot of distributors. They have several objetives:

• people explore the online catalog
• people visit the distributor page (where they can find the nearest distributor in his/her area)
• people share the pictures and info in social media. (For example: pictures in pinterest)
• people watch videos
• new distributors contact them to be a new distributor

and so on. As this is not an eccommerce website they can not buy

We have created objectives in analytics to meassure those engament results.
My question is how to measure this in Google Adwords...
If I import GA objetives into adwords, I get conversions rates of 350% and even more, and the number of conversions is to high. For example. If one objetive is to visit Distributors page (the one where users can see a map and search for the nearest distributor), I find with a lot of conversions of this type.

I was thinking in importing some objectives and giving them a value in $ and instead of evaluating conversion rates, evaluate ROAS.

But I really would like to know, what you are doing with this kind of companies. How do you measure the campaign success when most of the objetives are measuring engagement.

Please, could you give me any advice?

Thank you!

[teconsite]

Thank very much! 
Great advice! I will do it that way.

[katemorris]

I would focus on the goals that historically lead to revenue. If they all do, calculate that. None of these things should be a page visit though, that's not a strong engagement metric. If I were you, I'd do:

1. Visit duration threshold (objective:people explore the online catalog)

2. This might help, it talks about support sites, which isn;t you, but if you implement it correctly, it can help you, just don't copy this implementation https://blog.kissmetrics.com/pageviews-time-on-site/

3. Click on a distributors website, track each individually (objective: people visit the distributor page)

4. https://support.google.com/analytics/answer/1033068?vid=1-635779271421213638-3696063864

5. Click on top social sites share buttons (objective: people share the pictures and info in social media)

6. https://support.google.com/analytics/answer/1033068?vid=1-635779271421213638-3696063864

7. After 30 seconds of video watch, it registers the goal (objective: people watch videos)

8. analytics.js and Tag Manager: http://www.lunametrics.com/blog/2015/05/11/updated-youtube-tracking-google-analytics-gtm/

9. ga.js: http://www.lunametrics.com/blog/2010/11/09/video-tracking-google-analytics-introduction/

10. Contact form completion (objective: new distributors contact them to be a new distributor)

The articles above are sometime ga.js, the old version of analytics. If you are running analytics.js, you'll need to work with Tag Manager. Hope that makes sense and helps.

[anthonydnelson]

As you mentioned above, giving each objective a $ value is going to be absolutely necessary to measure ROAS. Hopefully, you can use some historical data to help you come up with the numbers.