The discussion centers on identifying key metrics and methods for evaluating marketing campaign performance.
Primary Metrics Recommended:
Attribution Standards:
Most participants recommend a 7-day click / 1-day view attribution window, with some suggesting data-driven models when available.
Pass/Fail Thresholds:
One user flags campaigns when MER drops below 3.0 or CAC increases 20% week-over-week.
Tools Mentioned:
The consensus emphasizes using MER as the ultimate truth metric while monitoring multiple KPIs for a complete performance picture.
What’s your go-to way to judge campaign success? Which metrics matter most? Grab this list from some website: ROAS, MER, CAC, CVR, AOV, LTV.
What attribution window/model are you using, and how do you set pass/fail thresholds? Much appreciated if someone could share tools/dashboards and examples. Thanks.
Hi @Arcs
To give you some pointers, your most important “North Star” metric should be MER (Marketing Efficiency Ratio), calculated as Total Store Revenue / Total Ad Spend. This is your true source of truth because it cuts through the inflated attribution numbers from platforms like Facebook and Google. Your primary goal is to keep your MER above your break-even point (e.g., a MER of 3.0 or higher).
Next, for long-term health, you must ensure your business model is profitable by watching your LTV to CAC ratio. The lifetime value (LTV) of a customer should be at least three times your customer acquisition cost (CAC). This confirms you are not overpaying for growth. The two daily levers you can pull to improve both MER and CAC are increasing your Conversion Rate (CVR) and, most importantly, your Average Order Value (AOV) through tactics like bundles and shipping thresholds.
For attribution, the standard is a 7-day click, 1-day view window, but always default to your MER for the real picture. While you can track this in a spreadsheet, most data-driven stores use a tool like Triple Whale or Northbeam to get a unified dashboard that calculates these key metrics automatically.
Hope this helps!
i guess as such all metrics have their own value. whenever i judge a campaign’s performance, i do it using a blend of all of them. for sure, some matter more to me than others.
for example, RoAS would always take precedence over MER as it reflects overall efficiency at the ad spend level. but apart from RoAS, i would say you should also closely track CAC, CVR, and AOV. these will enable you to understand how efficiently as a business you are acquiring customers, how well your traffic is converting, and how valuable each conversion (or purchase) is.
for attribution, a 7-day click click and 1-day view window can be good to follow. and yeah, these using a data-driven model (when available depending on the platform).
for tools, i would say depends on your specific marketing platform (google ads, facebook, etc.) for google ads, their dashboard should suffice. or google analytics can also be considered.
hi @Arcs
I usually look at ROAS, MER, and CAC first to gauge profitability, then check CVR and AOV for quick campaign health. LTV helps validate long-term return.
For attribution, I stick with a 7-day click / 1-day view window (Meta + GA4 blended view). My pass/fail rule: if MER drops below 3 or CAC rises 20% week-over-week, it’s time to tweak.
When it comes to measuring the success of a marketing campaign, I usually look at a mix of key performance metrics that reflect both efficiency and actual impact.
The first thing I check is Ad Channel performance — understanding which platforms drive the most valuable traffic helps allocate future budgets more effectively. Then comes Ad Spend, which gives me a clear picture of how much was invested versus what was achieved.
Next, I look at Units Sold and Gross Sales — these are straightforward indicators of campaign impact on revenue. But to truly understand performance, I also track Conversion Rate (CVR) and Cost per Acquisition (CPA). CVR shows how well our campaign turns viewers into buyers, while CPA tells me how efficiently we’re acquiring each customer.
Finally, Return on Ad Spend (ROAS) is the ultimate efficiency metric — it directly connects ad investment with the revenue generated.
In short, I don’t rely on just one number. A successful campaign, to me, is one that maintains strong ROAS and healthy conversion metrics while keeping acquisition costs reasonable and driving consistent sales growth.