Metric Guide
All 19 metrics, their units, sources, and formulas.
Input
| Metric | Unit | Source | Formula |
|---|
| Ad spend (USD) | $ USD | Ad platform | — |
| Impressions | whole # | Ad platform | — |
| Clicks | whole # | Ad platform | — |
| Landing page views | whole # | Ad platform | — |
| Sessions | whole # | GA4 | — |
| Total qualified leads | whole # | CRM | — |
| Total qualified leads (CAS) | whole # | CRM | — |
| Demo done | whole # | CRM | — |
| Subscribed | whole # | CRM | — |
| Subscribed (CAS) | whole # | CRM | — |
Ratio (%)
| Metric | Unit | Source | Formula |
|---|
| CTR | % | Computed | Clicks / Impressions |
| Click-to-session rate | % | Computed | Sessions / Clicks |
| Session-to-lead rate | % | Computed | Total qualified leads / Sessions |
| Lead-to-subscribed rate | % | Computed | Subscribed / Total qualified leads |
Efficiency (cost)
| Metric | Unit | Source | Formula |
|---|
| CPM | $ USD | Computed | Ad spend / Impressions × 1,000 |
| CPC | $ USD | Computed | Ad spend / Clicks |
| Cost per session | $ USD | Computed | Ad spend / Sessions |
| CPL | $ USD | Computed | Ad spend / Total qualified leads |
| CAC | $ USD | Computed | Ad spend / Subscribed |
Notes
- Total column: Additive metrics are summed. Ratio and efficiency metrics are recalculated from summed inputs — not summed directly.
- Zero denominators: Ratio and efficiency metrics display — when the denominator is zero.
- CRM date logic: Records are bucketed by the date in the Touchpoints field — the date the person entered via the matching UTM param.
- UTM matching: A session or CRM record is attributed to an ad only when all non-empty UTM params on the ad URL match.
- Short.io links: Destination URLs containing share.juan.ac are resolved via the Short.io API before UTM extraction.
- Currency: All spend values are converted to USD at the time of fetch.