Why we stopped reporting on clicks
Clicks, impressions and open rates make reports look busy. Here are the four numbers we send clients instead.
Written by
Elena Marín
Founder and managing partner
Published
Reading time
1 min read
For our first two years, our reports looked like everyone else’s: twelve pages of clicks, impressions, click-through rates and open rates. Clients nodded along. Then one asked a simple question: “So did we make more money?”
We couldn’t answer it from the report. That was the last one we sent in that format.
The four numbers
Every client now gets one page every Monday with four numbers on it:
Revenue from the channels we run, taken from their shop or CRM, not from the ad platforms.
Cost per new customer, everything we spent divided by the people who bought for the first time.
Return on spend, revenue divided by spend, including our fee.
What we’re changing next, in one or two sentences.
Why it works
Ad platforms grade their own homework. Each one claims the same sale, so adding them up gives you more revenue than you actually made. Taking the numbers from the shop keeps everyone honest, including us.
It also changes the conversation. Nobody asks why click-through rate fell when revenue went up. And when revenue goes down, we talk about it on Monday, not at the end of the quarter.
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