I am starting an AdWords campaigns and I will measure conversion rates using the AdWords conversion tracking pixel.

Conversion might be account creation or a concrete sale.

As it will be a test campaign to have some insights on CTR, CR, etc... on the future, I am likely to try several configurations:

• Two different ads with different landing URL and messages: one with a focus on the product / the other will contains a discount embedded in the URL.
• 4 different groups or themes of keywords.

I guess I have to

• build 4 ads groups based on the keywords
• 2 ads with the different messages
• assign the two ads to each ads groups
• follow the campaign precisely in the ads tabs where I can see the effectiveness of each Ads per Ads Groups (for a total of 8 lines of reporting)

Also, what are the key performance indicators that I can have from an AdWords campaign to measure global effectiveness?

• measure of return on investment from concrete sales (tracking pixel with e-commerce tag on confirmation page)
• measure o return on investment from leads acquisition (tracking pixel on account creation)
• measure of traffic increase with the campaign