Campaign metrics guide

Paid media metrics answer different questions. A campaign can have a cheap CPM and still fail commercially, or a high CPC and still work if the conversion value is strong.

Use CPM for reach

CPM is useful when the goal is visibility, awareness or media buying comparison. It does not tell you whether people clicked, converted or bought.

Use CPC and CTR for response

CPC shows what traffic costs. CTR shows whether the audience responds to the creative or offer. Read them together: a low CPC can hide weak intent, while a strong CTR may still be unprofitable if conversion quality is poor.

Use CPA, ROAS and ROI for business impact

CPA helps with lead or sale efficiency. ROAS compares revenue to ad spend. ROI goes further by considering cost and profit. For ecommerce and SaaS teams, ROI is often the more honest metric once margin and retention matter.