INSIGHTS Metrics & Signals
The metrics and signals that drive our daily decisions. Each article is a distillation of our field expertise.
Insights Grid
MER vs ROAS: Why ROAS is Misleading
Platform ROAS is self-reported and overestimated by design (post-view attribution, duplication). MER (Revenue ÷ Total Spend) is the only metric that reconciles with your real P&L.
Server-Side Tracking: The End of Pixel-Only
With iOS 14.5+, browser-side tracking loses 30-40% of signals. Server-Side Conversions API + GTM Server recovers that lost data and restores attribution quality.
The Scaling Plateau: How to Break Through
Every account hits a performance ceiling. To break through: creative diversification, geographic expansion, CBO/ABO restructuring, and new format introduction (Advantage+).
Blended CAC: The Forgotten Metric
Per-channel CAC isn't enough. Blended CAC (total marketing spend ÷ new customers) reveals the true acquisition cost, including halo effects and untracked channels.
Net Contribution > ROAS
A 5x ROAS on a 20%-margin product generates less than a 3x ROAS on a 60%-margin product. Net contribution (Revenue - COGS - Ad Spend) is the true compass.
The LTV/CAC Ratio as Investment Guide
An LTV/CAC ratio > 3 indicates a healthy acquisition engine. Below that, the model burns cash. Above 5, you're under-investing and leaving growth on the table.
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