Focusing solely on ROAS or cost per click gives a partial view of an ad account’s actual performance. Here are the complementary metrics worth tracking regularly.
Conversion rate
The percentage of clicks that turn into the desired action reveals whether the issue lies in targeting (unqualified traffic) or in the post-click experience (unconvincing landing page).
Cost per acquisition (CPA)
Complementary to ROAS, CPA directly expresses how much it costs to acquire a customer or lead — often a more telling metric for businesses where basket value varies significantly.
Search lost impression share (budget and rank)
This metric, available on Google Ads, reveals how many display opportunities are missed due to insufficient budget or too weak an ad rank — often a sign of untapped growth potential.
Impression share
The percentage of impressions obtained relative to the total available on targeted keywords indicates your relative presence against competitors in a given market.
Frequency (on Meta and TikTok)
The average number of times a given user sees your ad over a period. Too high a frequency signals imminent ad fatigue and an upcoming performance decline.
Customer lifetime value relative to acquisition cost
A healthy LTV/CAC ratio (generally above 3) indicates that ad acquisition remains profitable over time, beyond the first transaction measured by immediate ROAS alone.
Time to conversion
The average time between the first click and final conversion helps calibrate attribution windows and avoid prematurely judging a campaign whose decision cycle is naturally longer.
To go further on calculating and interpreting ROAS itself, see our dedicated tutorial.