Paid Media KPI Cheat Sheet

Use this as your working checklist

• CPM — What does reach cost?
  Cost per thousand impressions measures media delivery cost.
• CTR — Are people clicking?
  Click-through rate helps diagnose message, creative, targeting, and intent.
• CPC — What does traffic cost?
  Cost per click measures paid traffic efficiency.
• Conversion Rate — Does traffic act?
  Conversion rate shows how often visits or clicks become the desired action.
• CAC — What does a customer cost?
  Customer acquisition cost connects marketing spend to new customers.
• ROAS — Is ad spend producing revenue?
  Return on ad spend measures advertising revenue efficiency.
• Break-even ROAS — What return covers margin?
  Use gross margin to estimate the minimum simple revenue multiple.
• ROI — Is the overall investment worthwhile?
  ROI considers return relative to broader campaign cost.