Most marketers chase vanity metrics like click-through rate and CPM, but they don't show if you're actually making money. Focus on cost per purchase, average order value, ROAS, and total revenue instead. If those four numbers look good, then dig into the rest.
Most advertisers spend way too much time staring at numbers that do not actually tell them whether the funnel is making money. They obsess over click-through rate, cost per click, CPM, and frequency, even though none of those numbers matter much if the funnel's not converting. You can have a great CTR and still make no money. That's why I keep coming back to the same 4 numbers: cost per purchase, average order value, return on ad spend, and total revenue. That's what actually matters. If cost per purchase is healthy and average order value is solid, a lot of the other metrics matter a lot less than people think. And if cost per purchase is too high, a pretty CTR is not going to save you. So when you open Ads Manager, start with the numbers tied to revenue. If those look good, move on. If they don't, then you can dig deeper. But if you've been spending all your time optimizing CTR instead of cost per purchase, you've probably been focused on the wrong thing.
