KPIs & Reporting Standards
What we measure, how we report, what good looks like
Last updated: March 2026
Primary KPIs (every client, every campaign)
| Metric | Definition | Benchmark | Platforms |
|---|---|---|---|
| CPL | Spend / conversions. The #1 metric for lead gen. | Set per-campaign after 2 weeks. | All |
| Conversion Rate | Conversions / clicks. LP + audience quality. | Google: 3–8%. Meta: 1–4%. TikTok: 0.5–3%. | All |
| CTR | Clicks / impressions. Ad relevance. | Google: 3–8%. Meta: 0.8–2%. TikTok: 0.5–1.5%. | All |
| CPC | Spend / clicks. Monitor inflation. | Track trend, not absolute number. | All |
| ROAS / ROI | Revenue / ad spend. Requires closed-loop tracking. | Goal: 3:1+ after sales cycle. | All |
| CAC | Spend / customers acquired. For e-commerce/Shopping/CPAS. | Must be below gross margin per customer. | All |
Secondary KPIs (platform-specific diagnostics)
| Metric | When to Check | Platform |
|---|---|---|
| Quality Score | Monthly. Low QS = higher CPCs. Fix relevance or LP. | |
| Impression Share | Weekly. Low = budget/bid too low. | |
| Frequency | Weekly. >2.5/wk = audience fatigue. | Meta |
| Hook Rate | Per creative. <25% = weak hook. Replace first 3 sec. | TikTok |
| Hold Rate | Per creative. <30% = not engaging after hook. | TikTok |
| Thumb-Stop Rate | Per creative. Views / impressions. | Meta / TikTok |
| CPL — LinkedIn | Benchmark separately. 3–5x higher but better B2B quality. | |
| Lead Form Completion | Per form. Below 10% = too long or weak offer. | |
| ROAS — Shopping/CPAS | Weekly. By product category + marketplace. | Google / Meta / TikTok |
Client Monthly Report Template
| Section | Contents |
|---|---|
| Executive Summary | Total spend, conversions, blended CPL/ROAS, MoM trend, top win, top issue. Clear, jargon-light. |
| Platform Breakdown | Per platform: spend, conversions, CPL, CTR, conversion rate. Best platform? |
| Campaign Breakdown | Per campaign: spend, conversions, CPL. Best objective/language/country? |
| Creative Insights | Top 3 ads across platforms. Winning angle/format. What flopped? |
| Actions Taken | Changes this month: keywords, creatives, bids, budget shifts. |
| Next Month Plan | What will be tested, changed, or scaled. Budget recommendation. |
Internal Portfolio Report (monthly, for Adfinity leadership)
| Section | Contents |
|---|---|
| Portfolio Overview | Total managed spend. Active clients, campaigns, platforms. Conversions delivered. |
| Client Scoreboard | Per client: spend, conversions, CPL, ROAS, health (green/amber/red). Flag at-risk. |
| Cross-Client Learnings | Winning formats, audience strategies, platform trends to apply broadly. |