Most advertisers optimise for the wrong number. Here are three metrics I check before touching a single bid — and what they actually tell you about your account.
1. Cost per acquisition, not cost per click
A cheap click that never converts is expensive. Judge campaigns on what a customer costs, then work backwards to the click.
2. ROAS at the account level, not the ad level
Winning ads can hide losing ones. Always zoom out to blended return before you scale.
3. Attribution windows that match your sales cycle
A 7-day window on a 30-day purchase decision throws away conversions you paid for. Match the window to reality.
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