What metrics do you track?
We track metrics that inform decisions and connect to business outcomes—not vanity indicators that look good but don't guide action.
Primary metrics (decision-driving):
Customer Acquisition Cost (CAC) What does it cost to acquire a customer, by channel and campaign? This is the fundamental efficiency metric.
Return on Ad Spend (ROAS) How much revenue does each dollar of ad spend generate? Contextualized by payback period and lifetime value.
Conversion Rates Performance at each funnel stage. Where are people dropping off? What's improving?
Lifetime Value (LTV) What is a customer worth over time? This determines how much you can afford to spend on acquisition.
Secondary metrics (signal quality):
Click-through rates and engagement Indicators of message-audience fit and creative effectiveness.
Creative performance Which creative approaches are working? What's fatiguing?
Audience quality Are we reaching the right people? Are they converting at expected rates?
What we don't focus on:
- •Impressions and reach (unless specifically relevant)
- •Engagement metrics that don't correlate with business outcomes
- •Platform-specific vanity metrics
All metrics are contextualized within your specific business model and growth objectives. The goal is signal quality, not data volume.
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