{"id":24406,"date":"2024-07-03T12:16:51","date_gmt":"2024-07-03T06:46:51","guid":{"rendered":"https:\/\/www.karooya.com\/blog\/?p=24406"},"modified":"2024-07-03T12:16:52","modified_gmt":"2024-07-03T06:46:52","slug":"ppcchat-getting-kpis-right","status":"publish","type":"post","link":"https:\/\/www.karooya.com\/blog\/ppcchat-getting-kpis-right\/","title":{"rendered":"PPCChat | Getting KPIs Right | 2nd July 2024"},"content":{"rendered":"\n<p class=\"lead\">Experts frequently encounter scenarios where clients or stakeholders concentrate on the wrong metrics, leading PPC professionals to work hard to align the KPIs properly. In this week\u2019s discussion, host <a href=\"https:\/\/twitter.com\/NeptuneMoon\" target=\"_blank\" rel=\"noreferrer noopener\">Julie F Bacchini <\/a>explored the common KPIs tracked by experts. She also examined which KPIs are most commonly misunderstood by PPC professionals and their clients or stakeholders, and explored the reasons behind these misunderstandings.<\/p>\n\n\n\n<!--more-->\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-q1-what-are-the-kpis-that-you-are-most-often-asked-to-track\"><strong>Q1: What are the KPIs that you are most often asked to track?<\/strong><\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Store Visits and Website Conversions. We do a lot of foot traffic and education\/engagement campaigns. <a href=\"https:\/\/twitter.com\/JuliaVyse\" target=\"_blank\" rel=\"noreferrer noopener\">@JuliaVyse<\/a><\/p>\n\n\n\n<p>Most clients are most interested in conversion rates and cost per conversion. Some want click-through rates (CTR) and cost per click (CPC) tracked closely as well. <a href=\"https:\/\/twitter.com\/NeptuneMoon\" target=\"_blank\" rel=\"noreferrer noopener\">@NeptuneMoon<\/a><\/p>\n\n\n\n<p>Often \u2018asked\u2019 to track <a href=\"https:\/\/www.linkedin.com\/in\/alimehdimukadam\/\" target=\"_blank\" rel=\"noreferrer noopener\">@alimehdimukadam<\/a><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Clicks<\/li><li>Impressions &amp; Reach (Meta)<\/li><li>CTR<\/li><li>CPC<\/li><li>CPM (Meta)<\/li><li>Sales<\/li><\/ul>\n\n\n\n<p>I mainly work with lead gen businesses so&nbsp;I\u2019m&nbsp;asked to track online conversions (phone calls, contact forms, purchase of services) and cost per conversion. With B2B there is an extra layer of tracking qualified leads. <a href=\"https:\/\/www.linkedin.com\/in\/sofiaakritidou\/\" target=\"_blank\" rel=\"noreferrer noopener\">@SofiaAkritidou<\/a><\/p>\n\n\n\n<p>Most clients conceptually want to know\u00a0<strong>spend\u00a0<\/strong>(gotta keep in the budget) &amp;\u00a0<strong>efficiency\u00a0<\/strong>(usually reported in some combo of conversion rate, CPA, ROAS that makes the most sense for the advertiser). Most other metrics are fluff if you&#8217;re delivering good results on the above. <a href=\"https:\/\/twitter.com\/robert_brady\" target=\"_blank\" rel=\"noreferrer noopener\">@robert_brady<\/a><\/p>\n\n\n\n<p>Our reports go over: <a href=\"https:\/\/twitter.com\/adwordsgirl\" target=\"_blank\" rel=\"noreferrer noopener\">@adwordsgirl<\/a><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Clicks<\/li><li>Impressions<\/li><li>CTR<\/li><li>Avg CPC<\/li><li>Conversions<\/li><li>CPA<\/li><li>CR<\/li><li>ROAS when applicable<\/li><li>Spend<\/li><\/ul>\n\n\n\n<p>Conversions, CPA, ROAS. <a href=\"https:\/\/twitter.com\/revaminkoff\" target=\"_blank\" rel=\"noreferrer noopener\">@revaminkoff<\/a><\/p>\n\n\n\n<p>Conversions, CPL\/CAC, ROAS, CTR, Impression Share <a href=\"https:\/\/twitter.com\/Austin_Dillman\" target=\"_blank\" rel=\"noreferrer noopener\">@Austin_Dillman<\/a><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Q2: What are the KPIs that you are most often asked to optimize toward?<\/strong><\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>For our clients, it&#8217;s usually bringing down CPA. <a href=\"https:\/\/twitter.com\/adwordsgirl\" target=\"_blank\" rel=\"noreferrer noopener\">@adwordsgirl<\/a><\/p>\n\n\n\n<p>Most clients want to at a minimum keep their cost per acquisition\/conversion steady if not improve it. <a href=\"https:\/\/twitter.com\/NeptuneMoon\" target=\"_blank\" rel=\"noreferrer noopener\">@NeptuneMoon<\/a><\/p>\n\n\n\n<p>For lead gen, it&#8217;s cost\/conversion. For e-commerce, it&#8217;s usually ROAS. <a href=\"https:\/\/twitter.com\/robert_brady\" target=\"_blank\" rel=\"noreferrer noopener\">@robert_brady<\/a><\/p>\n\n\n\n<p>CPA is the most universal. <a href=\"https:\/\/twitter.com\/revaminkoff\" target=\"_blank\" rel=\"noreferrer noopener\">@revaminkoff<\/a><\/p>\n\n\n\n<p>CPA &amp; ROAS for my clients. <a href=\"https:\/\/www.linkedin.com\/in\/amandawituckionlinemarketing\/\" target=\"_blank\" rel=\"noreferrer noopener\">@AmandaWitucki<\/a>&nbsp;<\/p>\n\n\n\n<p>and there&#8217;s the rub. I will occasionally be measured on Goals we are not briefed on. So the usual &#8211; cost per acquisition, volume of acquisition. But also, a fun little &#8216;oh, we noticed this random other thing, can we talk about it?&#8217; The most recent one for me was an awareness campaign I was briefed on, where they measured cost per app download. folks, I would not have bought CTV at those levels if you briefed me on CPI rather than awareness. <a href=\"https:\/\/twitter.com\/JuliaVyse\" target=\"_blank\" rel=\"noreferrer noopener\">@JuliaVyse<\/a><\/p>\n\n\n\n<p>Universal &#8211;&nbsp;ROAS. We can spend unlimited if you give us a ROAS of X.We try to keep CPA, conversion rate and ROI for some businesses) above and beyond ROAS as north stars.And qualified lead for some advertisers. <a href=\"https:\/\/www.linkedin.com\/in\/alimehdimukadam\/\" target=\"_blank\" rel=\"noreferrer noopener\">@alimehdimukadam<\/a><\/p>\n\n\n\n<p>Depending on seasonality, it is spend and clicks (to hit a certain budget before end of year, for ex), as well as absorbing more real estate from the competition (populating more data in Google Ads, for ex), and also the additional site visitors for remarketing (understandably, not all extra traffic is quality traffic). <a href=\"https:\/\/www.linkedin.com\/in\/amandawituckionlinemarketing\/\" target=\"_blank\" rel=\"noreferrer noopener\">@AmandaWitucki<\/a>&nbsp;<\/p>\n\n\n\n<p>Number of conversions and\/or cost\/conv <a href=\"https:\/\/twitter.com\/Austin_Dillman\" target=\"_blank\" rel=\"noreferrer noopener\">@Austin_Dillman<\/a><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Q3: What KPI(s) do you think are the most important to track and\/or optimize toward and why?<\/strong><\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>My favourite &#8211; it depends. I think mostly CPA and Conversion Volume. ROAS where appropriate. But in cases of short, punchy product launches, there&#8217;s good reason to make a lot of noise and measure IS, Views, and Overall Volume. <a href=\"https:\/\/twitter.com\/JuliaVyse\" target=\"_blank\" rel=\"noreferrer noopener\">@JuliaVyse<\/a><\/p>\n\n\n\n<p>Cost per conversion (or acquisition) is the one I focus on. Because if that cost gets out of whack, it doesn\u2019t matter if you have awesome impression share or click though rate or cost per click. How much it costs the client to get one lead really matters, even if they don\u2019t always look at it that way! Like are they really ok paying $500 per lead for a low-cost or single-purchase service or product???? <a href=\"https:\/\/twitter.com\/NeptuneMoon\" target=\"_blank\" rel=\"noreferrer noopener\">@NeptuneMoon<\/a><\/p>\n\n\n\n<p>It bears noting that the reliability and quality of lead data being given to the platform is a big, big deal here. If you only track form fills and don&#8217;t have a down-funnel measure of quality, then you can optimize all day to a low CPA and still kill the effort (and PMax is particularly good at this in my experience). <a href=\"https:\/\/twitter.com\/robert_brady\" target=\"_blank\" rel=\"noreferrer noopener\">@robert_brady<\/a><\/p>\n\n\n\n<p>CPA is a big focus. It&#8217;s one thing to get the conversion but it&#8217;s another to pay $650 for that conversion. We do our best to work with clients to understand their margins so we can generate those conversions at a cost that would be profitable for the. <a href=\"https:\/\/twitter.com\/adwordsgirl\" target=\"_blank\" rel=\"noreferrer noopener\">@adwordsgirl<\/a><\/p>\n\n\n\n<p>It is always wild to me when a client is more focused on cost per click than cost per acquisition. <a href=\"https:\/\/twitter.com\/NeptuneMoon\" target=\"_blank\" rel=\"noreferrer noopener\">@NeptuneMoon<\/a><\/p>\n\n\n\n<p>Conversion Rate &amp; Cost Per Conversion are the ones I track more often.ROAS, Growth in Sales, etc &amp; ROI (where possible) twice a month or monthly.Have started working on incorporating CM2 Margins as a metric to track for one e-commerce client. Different clients have different objectives. Some want to increase top line basis their funding and plans, others want sustainable growth.<a href=\"https:\/\/www.linkedin.com\/in\/alimehdimukadam\/\" target=\"_blank\" rel=\"noreferrer noopener\">@alimehdimukadam<\/a><\/p>\n\n\n\n<p><a href=\"https:\/\/www.linkedin.com\/in\/alimehdimukadam\/\" target=\"_blank\" rel=\"noreferrer noopener\">@alimehdimukadam<\/a> I worked on an account several years ago where they literally did not care about CPA and only about showing strong sales numbers. It was the most bizarre account to work on because they were not interested in doing things to bring costs down &#8211; at all. Their sales only happened with massive discounts but they did not care. <a href=\"https:\/\/twitter.com\/NeptuneMoon\" target=\"_blank\" rel=\"noreferrer noopener\">@NeptuneMoon<\/a><\/p>\n\n\n\n<p>It depends on the client, but typically Conversions, CPA, and ROAS are the big three. However, it is equally important to be tracking down funnel &#8212; were the conversions any good? <a href=\"https:\/\/twitter.com\/revaminkoff\" target=\"_blank\" rel=\"noreferrer noopener\">@revaminkoff<\/a><\/p>\n\n\n\n<p><a href=\"https:\/\/twitter.com\/NeptuneMoon\" target=\"_blank\" rel=\"noreferrer noopener\">@NeptuneMoon<\/a> It is fun at times and sometimes it feels irresponsible. We have to show growth to investors was something that I heard a lot during the ZIRP era. Have also seen people asking to spend simply coz they have unused budget that was allocated without any regard to the metrics. The only metric which mattered was \u2018Cost\u2019 <a href=\"https:\/\/www.linkedin.com\/in\/alimehdimukadam\/\" target=\"_blank\" rel=\"noreferrer noopener\">@alimehdimukadam<\/a><\/p>\n\n\n\n<p>Oh all that VC money made for some wild business decisions <a href=\"https:\/\/www.linkedin.com\/in\/alimehdimukadam\/\" target=\"_blank\" rel=\"noreferrer noopener\">@alimehdimukadam<\/a>. Here I am thinking \u201cthis makes no sense\u201d and offering my marketing expertise and being told&nbsp; essentially \u201cthat\u2019s nice but we don\u2019t care as long as we show growth\u201d <a href=\"https:\/\/twitter.com\/NeptuneMoon\" target=\"_blank\" rel=\"noreferrer noopener\">@NeptuneMoon<\/a><\/p>\n\n\n\n<p><a href=\"https:\/\/twitter.com\/NeptuneMoon\" target=\"_blank\" rel=\"noreferrer noopener\">@NeptuneMoon<\/a>  So much this!  lol. <a href=\"https:\/\/twitter.com\/revaminkoff\" target=\"_blank\" rel=\"noreferrer noopener\">@revaminkoff<\/a><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Q4: What KPI do you think is the most misunderstood by either PPCers and\/or clients\/stakeholders? Why do you think it is misunderstood?<\/strong><\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>I feel like clients can lose their minds over ROAS. Granted, I work in lead gen where clients tend to be more focused on CPA than ROAS. But the stories I hear about clients\u2019 desired ROAS are bonkers.<a href=\"https:\/\/twitter.com\/NeptuneMoon\" target=\"_blank\" rel=\"noreferrer noopener\">@NeptuneMoon<\/a><\/p>\n\n\n\n<p>Clients needing\/wanting to see traffic going up and to the right at all times. It&#8217;s really easy to send bad quality traffic at scale. It&#8217;s much more important, in my opinion, to make sure that traffic is actually qualified and achieving your desired outcomes. <a href=\"https:\/\/twitter.com\/revaminkoff\" target=\"_blank\" rel=\"noreferrer noopener\">@revaminkoff<\/a><\/p>\n\n\n\n<p>Hmm. I don&#8217;t know if just one is misunderstood more than others, except maybe CPC is pretty self-explanatory. There is a lot of magical thinking on the part of clients that performance media fixes all things. And there&#8217;s a risk of myopia on our part that what we see as the most important thing, might be super important, but secondary to what&#8217;s going on inside the business. <a href=\"https:\/\/twitter.com\/JuliaVyse\" target=\"_blank\" rel=\"noreferrer noopener\">@JuliaVyse<\/a><\/p>\n\n\n\n<p>Clients can misinterpret volume metrics like clicks or impressions easily because of the &#8220;more is better&#8221; mentality regarding site traffic &amp; awareness. <a href=\"https:\/\/twitter.com\/robert_brady\" target=\"_blank\" rel=\"noreferrer noopener\">@robert_brady<\/a><\/p>\n\n\n\n<p>I think vanity metrics can also play a role in outsizing a metric\u2019s perceived importance too. Ever show a client auction insights and have them become obsessed with their position in the auction???? <a href=\"https:\/\/twitter.com\/NeptuneMoon\" target=\"_blank\" rel=\"noreferrer noopener\">@NeptuneMoon<\/a><\/p>\n\n\n\n<p>In my opinion, a lot of them have expectations &amp; reliance based on their past experiences (good &amp; bad). They carry it over. Back then the CPC was\u2026<br>Back then ROAS was. We got good results when\u2026.And from these experiences, they latch on to a metric or two. <a href=\"https:\/\/www.linkedin.com\/in\/alimehdimukadam\/\" target=\"_blank\" rel=\"noreferrer noopener\">@alimehdimukadam<\/a><\/p>\n\n\n\n<p>Auction Insights is one of the toughest to explain with rows and columns on a weekly basis. And they keep searching for their ad after that&nbsp;Pandora\u2019s box&nbsp;is opened. <a href=\"https:\/\/www.linkedin.com\/in\/alimehdimukadam\/\" target=\"_blank\" rel=\"noreferrer noopener\">@alimehdimukadam<\/a><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Q5: What KPI would you like to see go away forever, never to be spoken of again and why?<\/strong><\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Seems a bit harsh, but I would put OptiScore on the chopping block first. Quality Score next. <a href=\"https:\/\/twitter.com\/robert_brady\" target=\"_blank\" rel=\"noreferrer noopener\">@robert_brady<\/a><\/p>\n\n\n\n<p>And Ad Strength third <a href=\"https:\/\/twitter.com\/robert_brady\" target=\"_blank\" rel=\"noreferrer noopener\">@robert_brady<\/a><\/p>\n\n\n\n<p>Yes Please, Opti Score should go away. <a href=\"https:\/\/www.linkedin.com\/in\/alimehdimukadam\/\" target=\"_blank\" rel=\"noreferrer noopener\">@alimehdimukadam<\/a><\/p>\n\n\n\n<p>I was going to say Ad Strength. Although I am not sure you\u2019d call Ad Strength a KPI <a href=\"https:\/\/twitter.com\/NeptuneMoon\" target=\"_blank\" rel=\"noreferrer noopener\">@NeptuneMoon<\/a><\/p>\n\n\n\n<p>Somedays, all of them! but agreed, Opti-Score, Ad Strength, and if we could please just kill all brand lift studies. They don&#8217;t show anything valuable, they can&#8217;t show exclusivity between platforms, and they are so expensive! <a href=\"https:\/\/twitter.com\/JuliaVyse\" target=\"_blank\" rel=\"noreferrer noopener\">@JuliaVyse<\/a><\/p>\n\n\n\n<p><a href=\"https:\/\/twitter.com\/NeptuneMoon\" target=\"_blank\" rel=\"noreferrer noopener\">@NeptuneMoon<\/a> While not a metric in my official reporting, I have(\/had) clients often bring up Ad Strength. <a href=\"https:\/\/www.linkedin.com\/in\/amandawituckionlinemarketing\/\" target=\"_blank\" rel=\"noreferrer noopener\">@AmandaWitucki<\/a>&nbsp;<\/p>\n\n\n\n<p><a href=\"https:\/\/www.linkedin.com\/in\/amandawituckionlinemarketing\/\" target=\"_blank\" rel=\"noreferrer noopener\">@AmandaWitucki<\/a>&nbsp; Oh it is a super annoying topic, for sure <a href=\"https:\/\/twitter.com\/NeptuneMoon\" target=\"_blank\" rel=\"noreferrer noopener\">@NeptuneMoon<\/a><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>PPCChat Participants<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Julie F Bacchini\u00a0<a href=\"https:\/\/twitter.com\/NeptuneMoon\" target=\"_blank\" rel=\"noreferrer noopener\">@NeptuneMoon<\/a><\/li><li>Julia Vyse\u00a0<a href=\"https:\/\/twitter.com\/JuliaVyse\" target=\"_blank\" rel=\"noreferrer noopener\">@JuliaVyse<\/a><\/li><li>Reva Minkoff\u00a0<a href=\"https:\/\/twitter.com\/revaminkoff\" target=\"_blank\" rel=\"noreferrer noopener\">@revaminkoff<\/a><\/li><li>Robert Brady\u00a0<a href=\"https:\/\/twitter.com\/robert_brady\" target=\"_blank\" rel=\"noreferrer noopener\">@robert_brady<\/a><\/li><li>Ali Mehdi Mukadam\u00a0<a href=\"https:\/\/www.linkedin.com\/in\/alimehdimukadam\/\" target=\"_blank\" rel=\"noreferrer noopener\">@alimehdimukadam<\/a><\/li><li>Austin D\u00a0<a href=\"https:\/\/twitter.com\/Austin_Dillman\" target=\"_blank\" rel=\"noreferrer noopener\">@Austin_Dillman<\/a><\/li><li>Ameet Khabra\u00a0<a href=\"https:\/\/twitter.com\/adwordsgirl\" target=\"_blank\" rel=\"noreferrer noopener\">@adwordsgirl<\/a><\/li><li>Amanda Witucki\u00a0<a href=\"https:\/\/www.linkedin.com\/in\/amandawituckionlinemarketing\/\" target=\"_blank\" rel=\"noreferrer noopener\">@AmandaWitucki<\/a>\u00a0<\/li><li>Sofia Akritidou <a href=\"https:\/\/www.linkedin.com\/in\/sofiaakritidou\/\" target=\"_blank\" rel=\"noreferrer noopener\">@SofiaAkritidou<\/a><\/li><\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Related Links<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><a href=\"https:\/\/www.karooya.com\/blog\/mastering-google-ads-ad-copy-comprehensive-faq-guide\/\" target=\"_blank\" rel=\"noreferrer noopener\">Write Google Ads Copy Like a Ninja: Your FAQ Handbook<\/a><\/li><li><a href=\"https:\/\/www.karooya.com\/blog\/bing-keywords-rank-checker\/\" target=\"_blank\" rel=\"noreferrer noopener\">How &amp; Why To Check Your Keyword\u2019s Ranking In Bing?<\/a><\/li><li><a href=\"https:\/\/www.karooya.com\/blog\/amazon-ads-negative-keyword-match-types-2\/\" target=\"_blank\" rel=\"noreferrer noopener\">Negative Keyword Match Types in Amazon PPC<\/a><\/li><\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Experts frequently encounter scenarios where clients or stakeholders concentrate on the wrong metrics, leading PPC professionals to work hard to align the KPIs properly. In this week\u2019s discussion, host Julie F Bacchini explored the common KPIs tracked by experts. She also examined which KPIs are most commonly misunderstood by PPC professionals and their clients or&#8230;  <a href=\"https:\/\/www.karooya.com\/blog\/ppcchat-getting-kpis-right\/\" class=\"more-link\" title=\"Read PPCChat | Getting KPIs Right | 2nd July 2024\">Read more &raquo;<\/a><\/p>\n","protected":false},"author":6,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"ub_ctt_via":"","footnotes":""},"categories":[18],"tags":[],"class_list":["post-24406","post","type-post","status-publish","format-standard","hentry","category-ppc-chat"],"featured_image_src":null,"author_info":{"display_name":"Amita","author_link":"https:\/\/www.karooya.com\/blog\/author\/amita\/"},"_links":{"self":[{"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/posts\/24406","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/comments?post=24406"}],"version-history":[{"count":11,"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/posts\/24406\/revisions"}],"predecessor-version":[{"id":24417,"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/posts\/24406\/revisions\/24417"}],"wp:attachment":[{"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/media?parent=24406"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/categories?post=24406"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/tags?post=24406"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}