Most advertisers obsess over impressions, likes, and CTR — then wonder why ROAS never improves. Here are the 5 metrics that actually move the needle, plus 3 vanity metrics you should stop tracking.
1. MER / Blended ROAS
Total revenue divided by total ad spend across all channels. Platform-reported ROAS lies because of attribution gaps — MER tells the truth about whether your ads are actually profitable.
2. CAC (Customer Acquisition Cost)
If you don’t know what each customer costs you, you’re flying blind. Track CAC per campaign and compare it against your margins.
3. Thumb-Stop Rate
3-second video views divided by impressions. If nobody stops scrolling, nothing else matters — your creative is the problem, not your targeting.
4. Landing Page Conversion Rate
Clicks are cheap; conversions pay the bills. A high CTR with a low landing page conversion rate means your ad promises something your page doesn’t deliver.
5. LTV:CAC Ratio
Lifetime value divided by acquisition cost. 3:1 or better means healthy growth. Below that, you’re burning money to acquire customers.
3 Vanity Metrics to Ignore
- Impressions: reach without action is just noise.
- Page likes & followers: they don’t pay the bills.
- CTR alone: a high CTR means nothing if those clicks don’t convert.
Conclusion
Stop optimizing for numbers that don’t matter. Track MER, CAC, thumb-stop rate, landing page conversion, and LTV:CAC — and watch your real profitability improve.
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