Reply To: What’s the first metric you look at now that you ignore CPC?

[adsaremykink]

I’m obsessed with blended ROAS across all channels now. Like you said, CPC is basically meaningless if you’re not tracking what happens after the click.

I spent way too long optimizing individual campaign ROAS before I realized I was missing the whole picture. Someone clicks my Facebook ad, doesn’t buy, then comes back through Google a week later and converts. If I’m only looking at Facebook performance, that campaign looks terrible even though it actually drove the sale.

Now I look at overall revenue divided by total ad spend across everything – Facebook, Google, TikTok, whatever. That tells me if my marketing is actually profitable or just moving money around between channels.

The other thing I track religiously is repeat purchase rate at 90 days. A campaign might look great on first purchase ROAS but if those customers never buy again, it’s garbage. I’d rather pay more upfront for customers who stick around. Way easier to scale when you know your LTV isn’t trash.

One metric that’s been super helpful is day-7 ROAS vs day-30. Helps me figure out payback windows without waiting forever to make decisions. If something looks decent at 7 days and I know my historical lift from 7 to 30, I can scale faster instead of sitting around waiting for perfect data.

Honestly contribution margin is probably the smartest thing to focus on. I still don’t track it as cleanly as I should but it’s way more honest than pretending a 3x ROAS means anything when your margins are thin.