Weekly metrics the owner should look at (and the ones to ignore)

Mariana Lopes · 2026-10-07

Result

Metrics that matter

1. Cost per Acquisition (CPA)

CPA is essential for understanding how much you’re spending to acquire a customer. A high CPA may indicate that your campaigns need adjustments. Ideally, your CPA should be lower than the average order value.

1. Return on Ad Spend (ROAS)

ROAS measures the revenue generated for every real invested in ads. A 4:1 ROAS is considered healthy. If it’s below that, it’s time to review your targeting and creatives.

1. Conversion Rate (CVR)

This metric shows the percentage of visitors who actually make a purchase. A CVR above 2% is desirable. If your rate is low, evaluate the user experience on your site and the offers available.

1. Average Order Value (AOV)

AOV shows how much each customer spends per purchase, on average. An increase in AOV may be a sign that your upsell and cross-sell strategies are working. The goal should always be to increase this value.

1. Customer Retention Rate

Knowing how many customers come back to buy again is crucial. A retention rate above 30% is a good sign that you’re building a strong relationship. Focusing on loyalty can reduce CPA.

Metrics that distract

1. Impressions

While important, the number of impressions doesn’t reflect real engagement. You can have a lot of impressions and few conversions.

1. Clicks

The number of clicks doesn’t equal sales. A click may not translate into purchase intent, so you need to look beyond this number.

1. Page Views

While they show traffic, they don’t indicate whether visitors are ready to buy. Focusing only on this can distract you from what really matters.

1. Click-Through Rate (CTR)

A high CTR may look good, but if it doesn’t result in sales, it’s just a pretty number. Evaluate traffic quality and the customer journey.

1. Social Media Engagement

Likes and comments are positive, but they don’t necessarily impact sales. Focusing on engagement metrics without a direct link to conversion can be a waste of time.

Monday ritual

Every Monday, set aside some time to review your metrics. Choose a dashboard that shows the metrics that matter and do a deep analysis. Identify trends, compare with previous periods, and adjust your campaigns as needed. This helps align the team and keep everyone focused on the goals.

Decisions

Base your decisions on concrete data. If CPA is high, review your targeting. If ROAS drops, test new creatives. Put emphasis on the metrics that really impact the business and don’t get carried away by numbers that distract you.

Dashboard

Build a visual dashboard with the relevant metrics. Use charts and tables to make them easier to interpret. Ideally, this dashboard should be updated weekly and accessible to everyone involved in the process.

Which metric do you consider most critical for your business? Reply with a number!