Key metrics (CPL, CPA, ROAS)

Key metrics

CPL — Cost Per Lead

Formula: Ad spend / Number of leads

CPL measures how much acquiring a prospect costs you. In Metrikia, CPL is calculated from leads that actually entered your CRM, not from "conversions" reported by ad platforms.

Interpretation:

• A decreasing CPL may indicate better creative performance
• An increasing CPL may signal audience fatigue or increased competition
• Always compare CPL with conversion rate to assess lead quality

CPA — Cost Per Acquisition

Formula: Ad spend / Number of acquired customers

CPA goes beyond CPL by counting only leads converted into customers. It is the most direct profitability metric.

Interpretation:

• A CPA lower than your average order value = profitable campaign
• Compare CPA by channel to identify the most efficient one
• CPA includes the full acquisition cost (not just the first click)

ROAS — Return On Ad Spend

Formula: CRM Revenue / Ad spend

ROAS measures the return per dollar/euro invested. A 3x ROAS means each dollar spent on ads generates $3 in revenue.

In Metrikia, ROAS is "real":

• Revenue comes from your CRM (signed deals), not Meta/Google estimates
• Spend includes all platforms
• No double counting thanks to CRM-based attribution

Industry benchmarks: