Turn campaign data into decisions.

How to use marketing metrics responsibly

Advertising metrics are most useful when definitions stay consistent. Use spend, revenue, clicks, impressions, customers and conversions from the same reporting period. Check whether your platform reports click-through, view-through or modeled conversions, and use the same attribution window when comparing campaigns.

ROAS measures attributed revenue efficiency, while CAC and CPA measure acquisition cost. CPC and CPM describe media delivery. Conversion rate describes funnel behavior. LTV and profit margin add business context. No single metric proves incrementality or profitability, so review the connected measures together before increasing a budget.