🎯 Short Answer: Focus on Conversions

• The ultimate goal of most ad campaigns is sales or leads.

• So your #1 priority metric = conversions.

• All other metrics are secondary they help you understand why something is or isn’t converting.

• Conversions (purchases, leads)

• Cost per conversion (how much you're paying for each sale or lead)

• These are the only stats that actually move the business forward.

Soft stats help you evaluate how well your ad content is performing socially:

• CTR (Click-Through Rate) – Are people clicking your ad?

• CPC (Cost Per Click) – How much are those clicks costing you?

• CPM (Cost per Thousand Impressions) – Are you reaching people efficiently?

• Frequency – How often is the same person seeing the ad?

Soft stats help diagnose issues with the ad creative, but they don’t tell you if it’s driving revenue.

• High CTR, no conversions?
  → Ad is grabbing attention, but landing page may be the problem.
  → Install tools like Hotjar or Microsoft Clarity to analyze user behavior on-site.

• Low CTR?
  → Your creative might not be strong or relevant enough.

• Running ads = only 20% of the battle.

• The other 80% is everything else:

  • Website quality

  • Product page effectiveness

  • Funnel setup

  • Offer strength

  • Actual product quality

Even great creator content can't fix a broken offer or bad landing page.

• ✅ Prioritize conversions when measuring performance.

• ✅ Use soft stats to troubleshoot ad creative.

• ✅ Don’t judge performance on engagement alone.

• ✅ If clicks are high but sales are low: look at your website, not just the ad.

• ✅ Use behavior analytics tools to diagnose post-click issues.

Let me know if you want this turned into a dashboard cheat sheet or client-facing explainer!

🧠 The Two Types of Metrics1. Hard Stats = SALES DATA2. Soft Stats = DIAGNOSTIC DATA🛠️ How to Interpret the Metrics🧩 The Bigger Picture✅ Summary Checklist