Understand metrics and attribution
Read KPIs, charts, and previous-period comparisons without confusing advertising data with attributed outcomes.
Use this guide to choose a metric and interpret it in the right context. Every value depends on the date range, filters, and attribution model shown in the top bar.
Choose chart metrics
The overview lets you select up to two KPIs: Spend, Revenue, Cost per MQL, Cost per SQL, Cost per won, and Average CJX. With one metric, the chart can also show the previous period; with two metrics, it compares the two selected series.
When you select only Spend, the chart can separate spend by channel. If data is missing for a day or metric, the dashboard does not invent a value: the chart, table, or comparison can remain empty.
Read metrics
| Metric | Meaning |
|---|---|
| Spend | Amount spent on the advertising platform in the period. |
| Revenue | Revenue associated with outcomes under the selected attribution model. |
| Cost per MQL | Spend divided by leads qualified as MQL. |
| Cost per SQL | Spend divided by leads qualified as SQL. |
| Cost per won | Spend divided by won deals. |
| Average CJX | Average CJX score of attributed profiles. |
| CTR | Clicks divided by impressions, expressed as a percentage. |
| CPC | Spend divided by clicks. |
| CPM | Spend per thousand impressions. |
| CPL | Spend divided by leads. |
| ROAS | Revenue divided by spend. |
A cost or return metric is unavailable when its denominator is missing, such as no clicks for CPC or no leads for CPL. Do not interpret an unavailable value as zero or a negative result.
Compare periods and attribution
The comparison uses the immediately preceding period of equal length. Percentage change is not shown when the previous value is missing or zero.
Attribution changes how CJM associates revenue, qualification, and CJX with a channel:
- First touch assigns the outcome to the first known paid channel.
- Last touch assigns it to the last known paid channel before the outcome.
Spend, impressions, and clicks come from the advertising platform. For a useful comparison, do not change attribution model, date range, or filters halfway through the analysis.
Check the result
- Set the period, filters, and model.
- Select one or two overview metrics.
- Open the channel, campaign, or ad you want to investigate.
- Confirm that the conditions in the top bar are still the ones you chose.
To verify a creative or linked leads, continue with Campaigns and ads.