Update 10/7/2020: Users may now customize the metrics defined in Insights and other modules.
Top Funnel Metrics: Spend & CTR
- Spend and CTR metrics are ingested from Facebook and directly displayed within Insights.
- There is no manipulation of this data between ingestion and display.
Down-Funnel Metrics: CPA & ROAS
- CPA (cost per acquisition) and ROAS (return on ad spend) are a calculated metric informed by campaign level “conversion trackers.”
- CPA is calculated by dividing spend by desired conversion event (spend/conversions).
- ROAS is calculated by dividing revenue by spend (revenue/spend)
- A conversion tracker is a Jove concept that equates to Facebook’s ad-set delivery optimization event. Account level conversion trackers are automatically set upon account ingestion. However, users can manually apply conversion events at the campaign level.
- Insights’ CPA and ROAS are dynamically calculated, at the ad level, determined by the associated conversion tracker of the campaign that ad lives within.
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- Example:
- Ad “A“ lives within a campaign that is optimized toward a purchase event
- Ad “A’s” CPA is calculated by dividing ad level spend by ad level purchase events (spend/purchases)
- Ad “A’s” ROAS is calculated by dividing ad level revenue by ad level spend (revenue/spend)
- Ad “B” lives within a campaign that is optimized toward view content
- Ad “B’s” CPA is calculated by dividing ad level spend by ad level view content events (spend/view content)
- Ad “B’s” ROAS will appear as N/A because no revenue is associated with a view content event.
- Ad “A“ lives within a campaign that is optimized toward a purchase event
- Example:
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- Insights’ CPA and ROAS are dynamically calculated, at the ad level, determined by the associated conversion tracker of the campaign that ad lives within.
FAQ
- Getting Started With Insights
- How Do I Use Filters?
- How Do I Use the Different Views?
- How do I change my default KPIs?
- Help! I can't find the metrics I want!