Understand dashboard metrics

Objective

This guide is your reference for understanding every metric displayed in the Metrikia dashboard. For each indicator: definition, formula, and most importantly what it means for your media buying decisions.

Why it matters: Running campaigns without understanding your metrics is like driving without a dashboard. Misreading ROAS or CPL can lead you to kill a profitable campaign, or scale a money pit.

Spend metrics

Total Spend

Definition: Total amount spent across all your campaigns for the selected period.

Formula: Sum of spend across all active campaigns

Interpretation: This is your gross investment. Compare it to Revenue for a quick profitability ratio. Spend increasing without a proportional revenue increase is a red flag.

Daily Spend

Definition: Amount spent per day.

Formula: Total Spend / Number of days in period

Interpretation: Helps detect abnormal spending spikes. If your daily spend doubles on a Tuesday for no reason, check your Meta/Google budgets.

CPM (Cost Per Mille)

Definition: How much 1,000 impressions of your ad cost you.

Formula: (Total Spend / Impressions) × 1,000

Interpretation: A high CPM indicates audience saturation or overly narrow targeting. A low CPM does not mean the campaign is performing, check CTR and CPL alongside.

Engagement metrics

CTR (Click-Through Rate)

Definition: Percentage of people who click your ad after seeing it.

Formula: (Clicks / Impressions) × 100

Interpretation: A good CTR depends on the platform (Meta: 1-2% is decent, Google Search: 3-5%). Low CTR with high impressions = your creative is not capturing attention. Test a new visual hook.

CPC (Cost Per Click)

Definition: How much you pay on average for each click on your ad.

Formula: Total Spend / Clicks

Interpretation: CPC alone is not a performance indicator. A high CPC can be acceptable if the resulting lead has a high conversion rate. Always look at CPC × conversion rate for the true acquisition cost.

Clicks & Impressions

Definition: Total number of clicks and views of your ads.

Interpretation: Impressions measure reach, clicks measure interest. The ratio between them is your CTR. High impressions with few clicks signals a creative or targeting problem.

Lead metrics

CPL (Cost Per Lead)

Definition: How much it costs to acquire one lead.

Formula: Total Spend / Number of leads generated

Interpretation: This is THE reference metric for lead generation campaigns. A $50 CPL is excellent if your average deal is $5,000, but catastrophic if you sell a $100 product. Always contextualize with deal value.

Leads (Lead count)

Definition: Total number of leads generated in the period.

Interpretation: Raw volume. Caution: 100 leads at $5 each are worthless if they don't convert. Always cross-reference with qualification rate.

Lead-to-Appointment Rate

Definition: Percentage of leads who book an appointment.

Formula: (Booked appointments / Leads) × 100

Interpretation: Measures the quality of your leads AND the effectiveness of your Setting team. A rate below 20% signals a lead qualification or setter responsiveness issue.

Revenue metrics

ROAS (Return on Ad Spend)

Definition: How much each dollar invested in advertising returns.

Formula: Revenue / Total Spend

Interpretation: A ROAS of 3 means each dollar spent returns 3. Below 1, you are losing money.

CRM ROAS vs Platform ROAS, the key distinction

Platform ROAS: Calculated by Meta/Google/TikTok from their pixel. Overestimated by 20-50% on average due to view-through tracking, duplications, and biased attribution models.

CRM ROAS (Metrikia): Calculated from your actual sales recorded in the CRM. This is the number that matters for your P&L.

Pro tip: If your Platform ROAS is 5 but your CRM ROAS is 2, the platforms are overestimating your conversions by 150%. Never scale based on Platform ROAS alone.

Cash Collected vs Deal Value

Deal Value: Total signed amount (the contract).

Cash Collected: Amount actually received (payments collected).

Interpretation: For installment sales, a deal signed for $10,000 may have only collected $3,000. Metrikia tracks both to give you a realistic view of your cash flow vs signed revenue.

Efficiency metrics

MER (Marketing Efficiency Ratio)

Definition: Overall marketing efficiency ratio across all channels.

Formula: Total Revenue / Total Marketing Spend (all channels)

Interpretation: Unlike ROAS which is per-channel, MER measures the efficiency of your entire marketing mix. A MER of 5 means for every dollar spent (Meta + Google + TikTok + other), you generate $5 in revenue. This is the CFO's favorite metric.

mROAS (Marginal ROAS)

Definition: Profitability of the last dollar spent.

Formula: Δ Revenue / Δ Spend (change in revenue divided by change in spend)

Interpretation: If your mROAS is below 1, every additional dollar spent is losing you money. This is the metric that tells you when to stop scaling.

Pipeline metrics

Cost Per Appointment

Definition: How much a booked appointment costs you.

Formula: Total Spend / Number of booked appointments

Show-up Rate

Definition: Percentage of booked appointments where the prospect actually shows up.

Formula: (Completed appointments / Booked appointments) × 100

Interpretation: A show-up rate below 70% is a problem. Set up SMS/email reminders 24h and 1h before the appointment.

Close Rate

Definition: Percentage of completed appointments that result in a sale.

Formula: (Won deals / Completed appointments) × 100

Average Deal Value

Definition: Average amount per won deal.

Formula: Total Revenue / Number of won deals

CAC (Customer Acquisition Cost)

Definition: Total cost to acquire one customer.

Formula: Total Spend / Number of customers acquired (won deals)

Interpretation: CAC must be lower than LTV (Lifetime Value) of your customers. An LTV/CAC ratio of 3:1 is considered healthy.

Technical note: data normalization

Metrikia normalizes data from different platforms to ensure consistency:

• Google Ads stores amounts in micros (1 EUR = 1,000,000 micros). Metrikia automatically converts to cents.
• Meta Ads has a priority system for conversion deduplication: omni_purchase > fb_pixel_purchase > purchase. Metrikia uses this hierarchy to avoid double-counting conversions.
• TikTok Ads reports amounts in standard currency. Metrikia converts to cents for uniformity.

Pro tip: If you notice a discrepancy between the spend shown in Metrikia and the platform, first check the timezone and selected period. Platforms use the ad account's timezone, Metrikia uses UTC then converts to local time.