3 Must-Track Meta Ad Metrics to Profitably Scale Your Online Course or Membership
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When I started running Meta ads for online courses, memberships, and service providers, I drove myself crazy tracking every metric and stat.
Now, my team and I manage over $750,000 in client ad spend a year, but we track only three key metrics.
If you want to simplify your ad reporting and run profitable campaigns, here are the only 3 key metrics you need to track.
Metric #1 – Unique Outbound Click-Through Rate
Unique Outbound Click-Through Rate (UOCTR) is the most underrated metric, especially for new ad campaigns.
Your UOCTR is the best metric for the quality of your ad. Your initial goal is 1% – 1.5%. Anything over a 2% UOCTR, and your ad is highly engaging. While UOCTR does not mean that the ad will produce the highest return, I’ve never seen a 0.2% UOCTR with a positive return.
UOTCR becomes less important for established campaigns, but this is a great metric to track as long as you keep your ad copy and creative aligned with your funnel.
Metric #2 – Cost Per Lead
Cost Per Lead (CPL) is a multiple of your cost per thousand impressions (CPM), UOCTR, and opt-in page conversion rate.
Don’t get me wrong, your goal isn’t to get cheap leads. But you can use this metric to calculate if it’s even possible for your funnel to make money. The biggest factor impacting your CPL is your opt-in on-page conversion rate.
Our minimum opt-in page conversion rate target is 40%, but 60% – 80% is more than possible.
Metric #3 – Cost Per Acquisition
The Cost Per Acquisition (CPA) is the king of all metrics. It’s the cost of acquiring a paying customer.
If I were to track only one metric per campaign, I would focus on CPA. While a high CTR or a low CPL are directionally correct, they don’t always give you the lowest CPA. If you have a funnel that converts in less than 7 days, this is the #1 figure you should look at every day.
Because the only true sign of a good ad campaign is Profit or Return on Ad Spend.
I love data, but too much data can confuse your day-to-day decisions.
No matter your campaign type or maturity, these 3 metrics will give you all the data you need to make quality optimization decisions.
