Metrics guide
Paid media metrics: what each one tells you and what to do about it
Formula, worked example and the point where each number misleads. A "good number" comes from your own business math, not an industry average.
CPACost per acquisitionCPA = Spend ÷ ConversionsSee the metric CTRClick-through rateCTR = Clicks ÷ Impressions × 100See the metric CPMCost per thousand impressionsCPM = Spend ÷ Impressions × 1,000See the metric CPCCost per clickCPC = Spend ÷ ClicksSee the metric FrequencyAd frequencyFrequency = Impressions ÷ ReachSee the metric
More metrics on the blog
ROAS, CAC, CPL and conversion rate have their own guides.
Stop calculating by hand.
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