Channel Performance Metrics

Too many advertisers obsess over one metric in isolation: ROAS, CTR, MER, etc. But Facebook ads don’t work in silos. To find and fix performance issues, you need to look at all the metrics together. Here’s how I do it. These are the 9 metrics I track, why they matter, and when they matter: Top 3 for General Business Performance: 💥 Cost Per Purchase This has to fit within your unit economics. If it’s too high, you’re losing money on every sale. A good campaign is profitable, period. 💥 ROAS (Return on Ad Spend) This shows whether your clicks are converting into valuable paying customers. It’s your direct line to revenue performance. 💥 Click-to-Purchase Conversion Rate (CVR) This metric bridges your ads and your website. Both should convert in the 1-2% range. If one is off, you know where to start optimizing. Top 3 for Ad Scalability: 🚀 Reach and Frequency For ads that have been live for a few weeks, these metrics highlight fatigue. A rising frequency means your ad is hitting the same people over and over instead of finding new ones. 🚀 Ad Set Purchase Volume Meta’s algorithm thrives on data. Hitting 7+ purchases per day per ad set (50+ per week) is critical for exiting the learning phase and unlocking better performance. 🚀 Cost Per New Customer Purchase Popsixle sends a separate bonus event for new customer purchases. This is a key metric for effectively running prospecting ads to scale up a business. Top 3 for Monitoring New Ad Creatives: 💣 CTR (Click-Through Rate) This is especially important for new ads in the learning phase. A CTR over 1.5% tells me an ad is doing its job of driving curiosity and clicks. 💣 Ad Quality, Engagement, and Conversion Rankings These rankings tell you how your creative performs across campaigns. Above average on all three dimensions is the standard of excellence. 💣 Incremental Reach Filter your campaigns to show only your new campaign and your previous top performing, top scaled campaign. Compare the reach of each campaign to the unduplicated reach in the summary to see if the new campaign is reaching incremental people. Summary: There’s no one metric that tells the full story. The magic happens when you connect the dots. What metrics do you rely on most to evaluate your Facebook ads?

🧵 Data Will Humble You. Let It - Part 5 of 6 Building a brand feels creative. But scaling one? That’s pure discipline. And the biggest unlock we’ve had at Koparo didn’t come from a campaign or influencer post. It comes from quiet, unsexy channel wise metrics and repeat analysis. You can feel like something is working. Ads are clicking. Reviews are good. But until you see how many customers come back, when, and for what, you’re running on vibes. Here’s what we’ve learned by looking at our numbers, hard and often: 1. Repeat is the real business. CAC will always rise. Retention is the only insurance. We track 30-day and 60-day repeat on our own platform and as many platforms as will share such data: What our hero SKUs actually are How long it takes a customer to reorder What percentage of people cross over into other products 2. Your best SKU might not be your best business. One of our top-selling SKUs had solid volume but weak repeat. Looked great in topline dashboards. Terrible in LTV. We stopped glorifying that metric the moment we saw the real picture. That’s when we doubled down on SKUs that anchored stronger behaviour over time. 3. Some channels look great until you zoom out. A channel can show great CACs or GM% at a snapshot but it may not have the underpinnings to give you scale.  We’ve killed things that looked “efficient” because they didn’t build a base. Data gives you the courage to walk away from false signals for us this was at least 4 product lines that were just brining in new users who did not want to use the core daily staple cleaning liquids. 4. Experiment to know your baseline.  That will keep you honest. Switch on ads, hyper scale, turn them off, spend in the mornings only, spend only on weekends, switch on meta ads and switch off platform ads. Do it all till you know what is your baseline and what are the drivers of growth. This is gold. The only truth is increasing brand searches - everything else is has so much noise built in. If you’re in year 2–3, fall in love with these metrics: 30/60/90 day repeat % of customers buying 2+ SKUs Category stickiness Contribution margin by channel A good ad gives you sales. A good cohort tells you the truth. Don’t ignore it.

Last week, a CMO sent me their 'daily executive dashboard.' It had 37 metrics. No wonder nobody was making decisions. Measurement strategies (and reporting) should differ across teams/roles. DAILY DECISIONS (Performance Teams): - ROAS by channel - Traffic & CVR - Inventory & promo plans Measurement: - Platform metrics - Basic measurement - Last-click attribution is ok here - Incremental coefficients are nice to have Why: Speed over perfection. Daily optimization needs quick data. Tip: DO NOT send these to your execs unless you want your inbox roasted. WEEKLY OPTIMIZATIONS (Marketing Managers): - Campaign performance - Segment/audience behavior - Creative performance - Funnel analytics Measurement - Multi-touch attribution (MTA) - A/B testing (campaign/adset/ad) - Site/Landing Page CRO Why: Balance between speed and accuracy. Enough data to spot real patterns. MONTHLY STRATEGY (Department Heads): - Channel effectiveness - CAC by segment - LTV & RFM trends - Market share Measurement: - Incrementality testing - cohort analysis Why: Time to validate true business impact. QUARTERLY PLANNING (C-Suite): - Growth trajectory & Forecasting - Unit economics - Marketing efficiency (MER) Measurement - Marketing mix modeling - Scenario planning Why: Long-term strategic decisions need comprehensive data. The goal is to measure and report based on: - The speed of the decision - The team making it - The right measurement approach Performance teams need daily data for tactical optimization. Executives need quarterly trends for strategy. Sending both teams the same daily dashboard? - That's why your media team is drowning in "tweaks and signoffs". - That's why your managers don't have time to review trends. - That's why your executives are lost in the noise. Different teams, different decisions, different data needs. Match your measurement & reporting to your audience. ♻️ Share this with a marketer who needs it 🔔 Follow me for more rants on data + marketing

Channel Management : In FMCG In the FMCG (Fast-Moving Consumer Goods) sector, channel management are especially crucial to ensuring that products reach consumers efficiently & distribution channels are optimized for speed, reach & profitability. I. Channel Leveling in FMCG 1. Segment Channels Based on Market Reach Primary Channels: Typically involve wholesalers, distributors, and large retailers who help cover broad market needs. These are often responsible for volume sales. Secondary Channels: This includes smaller retailers stores & direct-to-consumer online channels. Secondary channels help penetrate regional and local markets, catering to specific customer segments. 2. Define Roles & Responsibilities for Each Channel Distributor Responsibilities: Distributors often cover specific geographic areas and are responsible for handling stock, logistics & replenishment. Retailer Responsibilities: Retailers provide end-customer access, display & promote products, especially in high-traffic areas. 3. Minimize Channel Conflicts Price Consistency: Avoid price disparities across channels, which can lead to customer dissatisfaction and partner conflicts. Set standard pricing guidelines to maintain consistency. Geographic & Market Exclusivity: Consider giving distributors exclusivity in certain regions or channels to reduce intra-channel competition, which can improve focus & accountability. 4. Align Channel Incentives Volume Discounts for Wholesalers/Distributors: Provide volume-based discounts or rebates for bulk orders, which encourage large purchases and improve economies of scale. Retail Display and Marketing Support: Offer incentives or co-marketing funds to retailers who meet display & stocking guidelines, as well as promotional goals. II. Performance Management in FMCG Channels Major Elements 1. Set Key Performance Indicators (KPIs) Sales Volume: Measures the total product units sold through each channel. Distribution Reach and Market Penetration: Measures how widely products are available across regions, especially important for FMCG. Stock Turnover Rate: Tracks how quickly inventory moves through each channel to minimize holding costs & avoid stockouts. 2. Channel-Specific Performance Reviews Monthly or Quarterly Reviews: Review each channel’s performance regularly to evaluate sales volume, distribution reach & other KPIs. Scorecards for Key Partners: Develop scorecards with metrics for each channel partner, and share performance results to encourage transparency & improvement. 3. Incentives Based on Performance Performance-Based Rebates: Offer rebates or bonuses for hitting sales targets, increasing reach, or improving stock turnover. This is particularly effective with high-volume FMCG distributors. 4. Continuous Feedback Mechanism Partner Feedback: Collect regular feedback from distributors, retailers, and direct channels to understand challenges they face, and use this data to improve channel support and performance.

Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat. Wise words from Sun Tzu. These words ring true in many areas, but how can we apply this ancient wisdom to our modern-day email strategy? 🤔 As email marketers, we love our metrics. But it's important to understand which metrics inform strategy and which ones inform tactics. Tactical metrics (the day-to-day stuff that shows if you’re moving in the right direction): 📬 Delivery rate 🚫 Bounce rate 📈 Open rate 💥 Click-through rate ❌ Unsubscribe rate 😡 Complaint rate 💰 Revenue from a specific Email Strategic metrics (the high-level data that gives you the big picture): 💸 Total Revenue from Email as a channel 🚦 Total Traffic/Clicks via Email as a channel 🛒 Total Conversions 📈 Audience Growth & Size 📨 Open & Click Reach Rate 📊 IPR (Inbox Placement Report) by Domain In short, strategic metrics are your big-picture, long-term data points, while tactical metrics dive into the granular details of your day-to-day activities.