By now, you’ve stopped chasing vanity metrics (Part 1), and you’re rethinking your targeting (Part 2). But if you’re still using the wrong KPIs to measure performance? You’re flying blind.
Let’s fix that—because data is power only if you know which numbers to read.
ROAS Is a Lie (Unless You Know What You’re Measuring)
ROAS (Return on Ad Spend) sounds sexy, but in creative industries, it’s misleading. If you’re selling high-ticket items (like original art or bespoke design services), your buyer doesn’t click and buy in 5 minutes.
They think. They feel. They circle back. Maybe they DM. Maybe they need a discovery call.
ROAS ignores all of that nuance.
So stop judging your campaign’s worth based on “instant conversion.” You’re in the long game.
These Are the Metrics That Actually Matter
✅ New Customer Acquisition
Are you reaching people who’ve never seen your work before? Track first-time interactions—site visits from new IPs, first-time DMs, newsletter sign-ups from your ad funnel.
✅ Click-Through Rate (CTR)
A high CTR means your ad stopped the scroll. It doesn’t mean they’re buying yet—but it means your visual and message hit the mark.
✅ Cost Per Click (CPC)
This one isn’t everything, but it helps you benchmark efficiency. Just don’t confuse low CPC with success—what matters is who’s clicking.
✅ Engaged Sessions on Site
Don’t just track visits—track what they do. Are they reading your bio? Watching your videos? Browsing your shop? That’s buyer energy.
✅ Lead Quality
If you’re running lead gen (e.g., “book a studio visit”, “join the waitlist”), don’t just count signups. Ask: are these qualified, aligned people?
Track Behavior, Not Just Conversion
Creativity is about connection. So your data needs to reflect that.
Ask:
- Are people lingering on my site?
- Are they exploring my collections?
- Are they reaching out, subscribing, sharing?
These are early signals of trust and intent. And in this business, those are the precursors to serious revenue.
Here’s the Real Metric: Momentum
Forget dashboards for a sec. Ask yourself:
“Is this campaign expanding my audience and deepening engagement?”
If yes—keep going.
If not—stop and rethink your creative, your targeting, your offer. Don’t just tweak ads. Re-align your strategy.
Need help turning Meta Ads into real business growth?
Whether you’re a gallery looking to boost collector traffic, a studio ready to scale your client base, or an independent creator tired of throwing money at underperforming ads—I’ve got you.
