Measuring Is Not Just Reporting

It’s about interpreting. Making decisions that improve not only your next campaign—but your entire strategy.

At Revfy, we believe these metrics shouldn't be left to the algorithm alone. They should sit at the heart of your marketing decisions.

Metrics you need to know:

• CPM (Cost per Mille / Thousand Impressions): How much it costs to show your ad 1,000 times. Useful for awareness—but it doesn't measure action.

• CPC (Cost per Click): How much you pay every time someone clicks. Can indicate initial interest, but without follow-up action, it might just be noise.

• CTR (Click Through Rate): Percentage of clicks relative to impressions. Measures how relevant your message is in context.

• CPA (Cost per Acquisition): How much each desired action (sign-up, purchase, lead) costs. Vital for performance-driven campaigns.

• LTV (Lifetime Value): The total value a customer generates throughout their relationship with your brand. Key to understanding long-term profitability.

• ROAS (Return on Ad Spend): Revenue generated for each dollar invested. Connects marketing impact with business outcomes.

• Viewability: The percentage of ads that are actually seen.

• Frequency Cap: The maximum number of times an ad is shown to the same user. Helps control saturation and increase efficiency.

How We Use These Metrics at Revfy

Not every metric fits every context. We tailor KPIs based on:

• Campaign objectives

• Funnel stage

• Type of audience reached

Examples:

• A high CTR with no conversions might point to a bad user experience or a misleading promise.

• A low CPA may hide low-quality leads—if there's no validation layer.

• A great ROAS may look impressive—but if there’s no customer retention, it may not be sustainable.