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KPI Tree and Business Metrics

Objective​

Link platform metrics to business health so optimization priorities stay aligned.

KPI Tree Example​

  • Business Outcome: Revenue growth
    • Media Efficiency: ROAS, CPA, cost per qualified lead
      • Driver Metrics: CTR, CVR, CPC, impression share

Required Metric Set​

  • Volume metric: leads or orders
  • Quality metric: qualified lead rate or high-margin order share
  • Efficiency metric: CPA or ROAS
  • Outcome metric: revenue or pipeline value

Reporting Rule​

Never present CTR or CPC improvements without showing impact on qualified outcomes.

Next Step​

Return to the module overview and continue with the next lesson in sequence.