Level: Beginner
Every major ad platform dashboard looks intimidating at first, but the core metrics worth learning are consistent across nearly all of them.
Start With Spend, Impressions, and Clicks
These three numbers form the foundation everything else is calculated from, and they're the first things worth checking on any campaign.
Move to CTR and Conversion Rate
Click-through rate tells you if your ad earns attention; conversion rate tells you if what happens after the click actually works.
Don't Get Lost in Vanity Metrics
Reach and impressions look impressive but don't tell you whether the campaign is actually working toward your business goal — keep your attention on the metrics tied to real outcomes.
Next step: Use the Sales Letter Writer to remember that a dashboard full of strong click metrics still needs strong conversion copy on the other end — draft or refine the landing page and offer copy your clicks are actually reaching.