Analytics9 min readPublished:
Analytics and ROI in the cabinet
How to read reports, calculate CPA/ROAS, and decide on scaling.
Core metrics
Impressions, clicks, CTR, spend — baseline. ROI needs post-click events: signup, deposit, purchase.
Reconcile cabinet vs landing analytics weekly — >10% gap needs UTM audit.
- Daily spend vs plan
- CTR by ad group
- CPA = spend / conversions
Dashboards and periods
Compare like windows: 7 vs 7 days. Do not mix weekends without seasonality note.
Export daily breakdown for stakeholders.
- Filter by campaign and creative
- Cohort view after major change
- Benchmarks from portfolio cases
Scaling decisions
Scale bundles with stable CPA for 5+ days. Raise budget max 20% per step.
On ROI drop check creative fatigue before bids.
- Kill switch at CPA > target × 1.5
- Holdout segment for control
- Document learnings
Frequently asked questions
- What is «Analytics and ROI in the cabinet» about?
- How to read reports, calculate CPA/ROAS, and decide on scaling.
- Core metrics?
- Impressions, clicks, CTR, spend — baseline. ROI needs post-click events: signup, deposit, purchase. Reconcile cabinet vs landing analytics weekly — >10% gap needs UTM audit.
- Dashboards and periods?
- Compare like windows: 7 vs 7 days. Do not mix weekends without seasonality note. Export daily breakdown for stakeholders.
- Rule of thumb
- Daily spend vs plan