Cost per lead or Cost per sale

When looking at ad metrics, it's very easy to get lost in the details of CPM, CTR, CPL etc.

What actually matters is, how much did you spend in the last 3 months, and what was your return?

If you spend $2,500 on ads and your cost/lead is 50 for 50 leads, and your ticket price lets say is $3,000, and for every 50 leads you get you close one deal. Then in reality the stat you need to be looking at is, for every $2,500 I spend I am closing a $3,000 deal. Which isn't that bad but it's not good either.

While looking at the cost/lead being at 50 is good, it doesn't tell the full story.

Instead, start optimizing your ads for higher intent by adding multiple steps, go for the $500/lead intentionally so they're more likely to close, so the next time you get a lead the chance of you actually making the sale is much higher.

I do want to highlight this could be a conversion or sales issue as well. Start tracking it manually.

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