New campaigns produce a flood of numbers. Most of them are signals at best and distractions at worst. In the first 90 days, focus on the few that connect spend to revenue.
01Measure: cost per result
Whatever your result is — a lead, a purchase, an install — know what each one costs. It's the number every decision rests on.
02Measure: conversion rate of the page
If ads bring the right people and the page doesn't convert them, no amount of ad optimisation will fix it. Track the share of visitors who take the action.
03Measure: what happens after the lead
A lead that never gets a reply is worth nothing. Track how fast enquiries are answered and how many turn into customers. This is often where the biggest gains hide.
Count the rupees that come back, not the people who scrolled past.
04Ignore, for now
Follower counts, raw impressions and post likes. They're not useless, but in the first 90 days they mostly tell you that the ads ran — which you already knew.
We send these numbers in a weekly report, in plain language, with what we're changing next and why.