Technically we have two type of metrics – primary and secondary metrics.
Primary metrics is actually a business goal or KPI that was set upon us during client onboarding
Secondary metrics is the supporting numbers that you use to troubleshoot the ads performance.
| Campaign Objective | Primary Metrics | Secondary Metrics |
| Conversion | •ROAS • Purchase Conversion Value • Purchase Count • Conversion Rate | • CTR (All) • Outbound CTR • Init. Checkout • ATC • View Content |
| Lead (WhatsApp) | • Outbound Click • Outbound CTR • Cost per Outbound Click | • CTR (All) • CPM |
| Lead (Messenger/Lead Gen) | • Cost Per New Message/Lead • New Messaging Connection/Lead | • CTR (All) • CPM |
| Traffic (Website) | • Outbound Click • Outbound CTR • Cost per Outbound Click | • CTR (All) • Comment/Share |
| Video Views | • Thumbstop (3-sec video view/Impression – custom metrics) • Average Play Time | • CTR (All) • Comment/Share • Outbound CTR |