Advertising can be measured more precisely than most channels, so this section asks for more precision.
Include when you ask for help or share results:
- Platform
- What you sell and at what price
- Monthly budget
- Who you target and how
- The ad itself, or a description of it
- Where the click lands
- Numbers: spend, clicks, cost per click, signups, cost per signup, customers, cost per customer
- What a customer is worth to you over their lifetime, if you know
Terms used here
- Cost per acquisition: what you spend to get one paying customer
- Lifetime value: what that customer pays you in total
- Payback period: how many months until a customer has repaid what it cost to get them
House rules
- Do not post personal data from ad accounts.
- Say how long a test ran and how much was spent. Results from a tiny spend are noise.
- Screenshots of dashboards are welcome with account details hidden.
Ads amplify an offer that already converts. They rarely rescue one that does not.