What To Track Across Your Ad Account
There's a number in your ad account that would fix your worst channel.
And you have no clue, because you never look past the obvious metric.
A lot of brands track the right numbers across their ad accounts and then don't change anything based on them.
Knowing what to track is half the job.
Acting on it is the other half.
Here's what to track across your account, and exactly what to do with it:
📊 Meta Ads
↳ Track: ROAS, CPM, thumb-stop ratio, frequency
If frequency is climbing and ROAS is dropping, that's creative fatigue, not a targeting problem.
Refresh the creative before you touch the budget.
If thumb-stop ratio is high but ROAS is low,
the hook is working, and the offer or landing page isn't.
Fix that before making more ads.
🔍 Google Ads
↳ Track: ROAS, CPC, impression share, conversion rate.
If impression share is capped, you're leaving demand on the table.
Raise budget before you change anything else.
If clicks are healthy but conversion rate is weak,
the landing page doesn't match what the ad promised.
📧 Email & SMS
↳ Track: Open rate, click rate, revenue per recipient, unsubscribe rate.
If opens are strong but clicks are flat,
the subject line is doing all the work and the email itself isn't.
Fix the body before the subject line.
If unsubscribes spike after a send, check frequency before blaming the content.
🛒 Store
↳ Track: Conversion rate, AOV, repeat purchase rate, cart abandonment
If traffic is healthy but conversion is weak,
that's a major red flag that your offer or landing page isn't converting the traffic you're already paying for.
If repeat purchase rate is flat, that's a retention gap no amount of new customer spend will fix.
🎬 Creative
↳ Track: Hook rate, spend concentration, fatigue window
If 2 or 3 creatives are carrying most of the spend,
you're one algorithm shift away from a bad month.
Build new batches ASAP before that happens.
📈 The whole account
↳ Track: MER, blended CAC, LTV to CAC
If MER is flat while individual channel ROAS looks fine,
something's off in attribution.
E.g. 2 platforms both claiming credit for the same purchase.
Every brand we onboard has no idea which number actually matters until we show them.
That's step one, every time.
So if a metric hasn't changed your brief, budget, or next test in the last 30 days...
Take this as your sign to act ASAP.
Which one of these do you track religiously, and which one do you always skip?
♻️ Repost this for the marketer collecting data instead of acting on it.
And follow me, Jacob Rokeach, for more on growth and creative strategy in retail, beauty, and fashion.