Performance metrics glossary
How to read this page
Each metric uses a compact table with Definition · Formula · Example · Optimize. The design follows the Next.js docs style and adapts to light/dark automatically.
Impressions
| Definition | Number of times an ad is shown. |
|---|---|
| Formula | Impressions = sum of all ad views. |
| Example | Ad shown 5,000 times → Impressions = 5,000. |
| Optimize | Low impressions → raise budget/bids or widen reach. High impressions + low clicks → refresh creative / refine targeting. |
Clicks
| Definition | Total number of ad clicks. |
|---|---|
| Formula | Clicks = count of user clicks on the ad. |
| Example | 10,000 impressions, 500 clicks → Clicks = 500. |
| Optimize | Strengthen hook/visual/CTA; narrow audiences to lift CTR. |
CTR (Click‑Through Rate)
| Definition | Ratio of clicks to impressions. |
|---|---|
| Formula | CTR (%) = (Clicks / Impressions) × 100. |
| Example | 2,000 clicks / 50,000 impressions → CTR = 4%. |
| Optimize | A/B test first frame, headline, and CTA; match message to intent. |
Visits
| Definition | Sessions to your site/landing page from ads. |
|---|---|
| Formula | Visits = sessions attributed to the campaign. |
| Example | Facebook drives 1,000 sessions → Visits = 1,000. |
| Optimize | Retarget to drive repeat visits; scale high‑quality sources. |
Conversion
| Definition | Desired action (purchase, signup, download, etc.). |
|---|---|
| Formula | Conversion Rate (CR %) = (Conversions / Clicks) × 100. |
| Example | 10 purchases from 100 visitors → CR = 10%. |
| Optimize | Speed up pages; clarify value; test CTAs; reduce friction; retarget. |
CR (Conversion Rate)
| Definition | % of clicks that convert. |
|---|---|
| Formula | CR (%) = (Conversions / Clicks) × 100. |
| Example | 5 conversions / 100 clicks → CR = 5%. |
| Optimize | Reduce checkout friction; personalize offers; add social proof. |
Revenue
| Definition | Total earnings from the campaign. |
|---|---|
| Formula | Revenue = sum of order values (or assigned values). |
| Example | 50 purchases totaling $5,000 → Revenue = $5,000. |
| Optimize | Scale winners; increase AOV with bundles/cross‑sells/upsells. |
Profit
| Definition | Revenue minus spend. |
|---|---|
| Formula | Profit = Revenue − Spend. |
| Example | $2,500 revenue − $1,000 spend → Profit = $1,500. |
| Optimize | Cut wasted spend; amplify high‑ROAS pockets; improve efficiency. |
ROI (Return on Investment)
| Definition | Profitability relative to cost. |
|---|---|
| Formula | ROI (%) = ((Revenue − Cost) / Cost) × 100. |
| Example | Spend $500 → revenue $1,500 → ROI = 200%. |
| Optimize | Lift CR/AOV, reduce CPA; reinvest into top cohorts. |
RPM (Revenue per Mille)
| Definition | Revenue per 1,000 impressions. |
|---|---|
| Formula | RPM = (Revenue / Impressions) × 1000. |
| Example | $500 from 100,000 impressions → RPM = $5. |
| Optimize | Improve audience quality; bid toward profitable inventory; emphasize higher‑value SKUs. |
EPV (Earnings per Visitor)
| Definition | Average revenue per visit. |
|---|---|
| Formula | EPV = Revenue / Visits. |
| Example | $1,000 revenue / 500 visits → EPV = $2. |
| Optimize | Lift CR or AOV via personalization, bundles, targeted offers. |
RPC (Revenue per Click)
| Definition | Average revenue per ad click. |
|---|---|
| Formula | RPC = Revenue / Clicks. |
| Example | $2,000 revenue / 1,000 clicks → RPC = $2. |
| Optimize | Strengthen persuasion and cart flow; surface higher‑value products. |
Spend
| Definition | Total money spent on the campaign. |
|---|---|
| Formula | Spend = sum of platform costs. |
| Example | $1,000 (FB) + $500 (Google) → Spend = $1,500. |
| Optimize | Reallocate budget toward higher ROAS/ROI channels and segments. |
CPM (Cost per Mille)
| Definition | Cost per 1,000 impressions. |
|---|---|
| Formula | CPM = (Spend / Impressions) × 1000. |
| Example | $200 spend / 100,000 impressions → CPM = $2. |
| Optimize | Improve audience fit and placement mix; reduce wasted reach. |
CPV (Cost per View)
| Definition | Amount paid per qualifying video view. |
|---|---|
| Formula | CPV = Spend / Video Views. |
| Example | $100 spend / 500 views → CPV = $0.20. |
| Optimize | Narrow to engaged audiences; test shorter creatives to boost VTR. |
CPR (Cost per Registration)
| Definition | Cost incurred for each signup/registration. |
|---|---|
| Formula | CPR = Spend / Registrations. |
| Example | $200 spend / 50 registrations → CPR = $4. |
| Optimize | Simplify forms; reinforce value; prefill where possible. |
CPC (Customer)
| Definition | Acquisition cost per customer (note: CPC often means Cost per Click elsewhere). |
|---|---|
| Formula | CPC (Customer) = Spend / Number of Customers. |
| Example | $500 spend / 25 customers → $20 per customer. |
| Optimize | Improve targeting and funnel steps to lower acquisition cost. |
EPC (Earnings per Customer)
| Definition | Revenue per acquired customer. |
|---|---|
| Formula | EPC = Revenue / Number of Customers. |
| Example | $2,000 revenue / 50 customers → EPC = $40. |
| Optimize | Raise order values (bundles, subscriptions) and LTV. |
Bid Strategy
| Definition | How the platform sets bids (Target ROAS, Target CPA, Maximize Conversions, etc.). |
|---|---|
| Formula | — |
| Example | Choose Target ROAS 5:1 to bias toward profitable bids. |
| Optimize | Test strategies vs. goals; ensure enough conversion volume for learning. |
Bid Amount
| Definition | Max you’re willing to pay per action in auctions. |
|---|---|
| Formula | — |
| Example | Set $1 per click on a Facebook ad. |
| Optimize | Raise bids on winning segments; pull back where efficiency drops. |
Bid Cap
| Definition | Max you’ll pay for an action to control costs. |
|---|---|
| Formula | — |
| Example | Cap at $5 per click so bids never exceed $5. |
| Optimize | Prevent overspend, but avoid caps so low that delivery stalls. |
Searches
| Definition | Query volume for selected keywords. |
|---|---|
| Formula | Searches = total queries for terms. |
| Example | 2,000 searches for “home workout”. |
| Optimize | Prioritize high‑intent keywords; add negatives to filter irrelevant traffic. |
Keyword Set Name
| Definition | Label for a grouped keyword theme in search campaigns. |
|---|---|
| Formula | — |
| Example | “Summer Footwear” containing sandals, flip flops, slides. |
| Optimize | Keep sets tight to intent; split by match type/phase where useful. |
Run Time (of Campaign)
| Definition | Duration the campaign is active. |
|---|---|
| Formula | Run Time (days) = End Date − Start Date. |
| Example | June 1 → June 30 = 30 days. |
| Optimize | Review performance cadence; extend/shorten based on trend lines. |
Status
| Definition | Operational state (active, paused, completed, etc.). |
|---|---|
| Formula | — |
| Example | Past end date → Completed. |
| Optimize | Pause underperformers; reallocate budget toward stronger lines. |
Effective Status
| Definition | Actual delivery state after rules/budgets (may differ from Status). |
|---|---|
| Formula | — |
| Example | Marked Active but throttled by rules → effectively Paused. |
| Optimize | Check rules, budgets, and learning limits when delivery stalls. |
Traffic Source
| Definition | Origin of sessions (Facebook, Google, Direct, etc.). |
|---|---|
| Formula | Mix = % by platform/channel. |
| Example | 70% Facebook, 30% Google. |
| Optimize | Shift budget toward higher RPC/ROAS sources; test new channels. |
Language
| Definition | Language used in ad and/or landing page. |
|---|---|
| Formula | — |
| Example | Target French speakers with localized copy. |
| Optimize | Localize creatives and pages for higher relevance and conversion. |
Country
| Definition | Geographic targeting or origin of traffic. |
|---|---|
| Formula | — |
| Example | Target United States. |
| Optimize | Prioritize countries with strong purchasing power and proven CR. |
avgHandleTime (AHT)
| Definition | Average time to handle a customer interaction (talk + after‑work). |
|---|---|
| Formula | AHT = (Talk Time + Hold Time + After‑Call Work) / Total Calls. |
| Example | (200 min talk + 50 min ACW) / 100 calls → AHT = 2.5 min. |
| Optimize | Provide scripts/macros; deflect FAQs; coach for first‑call resolution. |
callCount
| Definition | Number of calls made/received in a period. |
|---|---|
| Formula | callCount = inbound + outbound calls. |
| Example | 1,200 calls handled this week. |
| Optimize | Staff to volume; identify peak hours and schedule accordingly. |
payoutAmount
| Definition | Total payouts (commissions/bonuses) tied to performance. |
|---|---|
| Formula | payoutAmount = sum of eligible payouts for the period. |
| Example | $7,500 paid in monthly bonuses. |
| Optimize | Align incentives to qualified outcomes (e.g., revenue‑backed conversions). |
timeToCall
| Definition | Time from lead action to first outbound call. |
|---|---|
| Formula | Time to Call = First Call Timestamp − Lead Creation Timestamp. |
| Example | Lead 10:00 → first call 10:07 → 7 minutes. |
| Optimize | Aim for sub‑5 minute response to boost connect & conversion rates. |
Results
| Definition | Outcome summary (clicks, conversions, revenue, etc.) vs. goal. |
|---|---|
| Formula | — |
| Example | 1,000 clicks, 200 conversions, $2,000 revenue. |
| Optimize | Tie metrics to business goals and optimize toward them. |
Funnel Type
| Definition | High‑level classification (Acquisition, Activation, Retention, Win‑back). |
|---|---|
| Formula | — |
| Example | Acquisition funnel for new customers. |
| Optimize | Choose KPIs matching the stage (e.g., CTR/CR vs. LTV/Churn). |
Funnel SubType
| Definition | Child category under funnel type (Lead Magnet, Demo, Free Trial, Reactivation, etc.). |
|---|---|
| Formula | — |
| Example | Free Trial within Acquisition. |
| Optimize | Tailor KPIs to subtype (e.g., Trial → Activation Rate, PQLs). |
Quick diagnosis cheats
- High Impressions + low CTR → fix creative/targeting.
- Good CTR + low CR → fix landing page/offer.
- Healthy CR but weak RPC/EPV → raise AOV/LTV.
- Rising CPM but flat RPM → tighten audience quality.
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