How We Work
Measuring what matters,
not what is easiest to count
Most agencies report whatever Google defaults to. We think measurement should start from your P&L and work backwards to the platform. This is the framework we are building towards with every client.
KPI Hierarchy
Not all metrics are equal
We structure metrics into three tiers. Primary metrics drive optimisation. Secondary metrics inform decisions. Diagnostic metrics flag problems. Mixing these up is how accounts go wrong.
POAS (Profit on Ad Spend)
The only metric that accounts for margin. ROAS tells you revenue, POAS tells you whether the spend was worth it.
Contribution Margin 2
Revenue minus product cost, minus fulfilment, minus ad spend. The commercial truth.
New Customer Acquisition Cost
What it actually costs to win a customer who would not have found you otherwise.
Incrementality
Whether the spend drove growth that would not have happened organically.
Customer Quality Signals
Repeat rate, AOV trend, and return rate by acquisition channel.
Share of Spend by Customer State
How much is going to genuinely new customers vs. reactivated vs. already-active.
ROAS (for context only)
Still reported because stakeholders expect it. But it does not drive decisions.
Impression Share & Search Term Quality
Early warning signals for feed, bidding, or budget problems.
Conversion Lag & Attribution Window
Understanding the delay between click and purchase prevents premature optimisation.
The Process
How success metrics get agreed
Targets should not be invented in a pitch meeting. They should emerge from commercial reality and evolve as the business changes.
Commercial Discovery
Before we set targets, we need to understand your P&L. What are your margins? What does a good customer look like? Where does volume matter and where does quality matter more?
Baseline Documentation
We document current performance honestly. This is the 'before' photo. It prevents disputes later about whether things improved.
KPI Hierarchy Agreement
We agree which metrics are primary, secondary, and diagnostic. This prevents the drift towards vanity metrics that happens when reporting is not structured.
Review Cadence
Metrics are reviewed weekly for trends, monthly for strategy, and quarterly for commercial alignment. Each cadence serves a different purpose.
Recalibration
Targets evolve. Seasonality, product launches, margin changes: all require adjustment. We build this into the relationship rather than treating targets as fixed.
Our Standards
What we will not do with measurement
Measure profit,
not vanity.
Start with a discovery call. We will talk through your current metrics and where the gaps might be.