Kendall gives you a lot of metrics. This is a simple framework for which ones to watch and why, so you can grow without quietly eroding your margins. Steady monitoring and small adjustments matter more than any single number.
Keep a regular eye on Sales, Blended ROAS, Ad Spend as a percentage of Sales, and Contribution Margin. Together these tell you whether growth is actually profitable, so a cash crunch doesn't catch you off guard. Set the cost inputs behind Contribution Margin (COGS, payment processing, and fulfillment and postage) in Store Settings.
Some metrics move before your sales and profit do. Meta CPM (cost per 1,000 impressions) and CTR (click-through rate), along with AOV and Refunds, often act as early warnings. A rising CPM or a falling CTR usually shows up in your ROAS a little later.
A campaign can post a strong ROAS while mostly re-engaging customers who would have bought anyway. Check the New Customer Ratio (in All Sources and Ads (PPC)) on every campaign to see how much of its revenue is genuinely new business, and use NC ROAS to judge how efficiently it acquires new customers. If a campaign is weak on NC ROAS, consider pausing it and moving the budget to campaigns that acquire new customers well.
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