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Ad metrics

Articles about Ad metrics.

High CTR Does Not Mean Your Ads Work: Test 10 Creatives, Track Conversions
Guides11 min

High CTR Does Not Mean Your Ads Work: Test 10 Creatives, Track Conversions

Automated bidding and AI optimization have inflated click-through rates, so a high CTR no longer proves an ad works. Here is what to measure instead, and why cheap creative testing finds the ad that actually converts.

What Is ROAS? The Formula, a Worked Example, and the Break-Even Floor
Guides11 min

What Is ROAS? The Formula, a Worked Example, and the Break-Even Floor

ROAS (return on ad spend) is the revenue you earn for every dollar spent on ads. Here is the formula, a worked example, why a high ROAS can still lose money, what counts as a good ROAS, and how to improve it.