Calculated Metrics
In an attribution report, LightLead automatically calculates 9 metrics. The metrics are split into three groups: ad, CRM, and business metrics.
Group 1: Ad metrics (from the ad account)
Spend
The total amount spent on advertising.
spend = sum(spend)Impressions
The number of ad impressions.
impressions = sum(impressions)Clicks
The number of clicks on ads.
clicks = sum(clicks)CTR (Click-Through Rate)
The ratio of clicks to impressions.
ctr = clicks / impressionsExpressed as a percentage. Normal CTR: 0.5–5% depending on the platform and niche.
CPC (Cost Per Click)
The cost of a single click.
cpc = spend / clicksCurrency — from the report settings.
Group 2: CRM metrics (from the CRM)
Matched Deals
The number of CRM deals that were matched with ad data.
matched_deals = count(CRM rows matched)Matched Revenue
The total revenue from matched deals.
matched_revenue = sum(CRM deal value)Currency — from the CRM or report settings.
Group 3: Business metrics (calculated)
CPL (Cost Per Lead)
The cost of acquiring a single deal (lead).
cpl = spend / matched_dealsShows how much you pay for each deal brought in by advertising.
ROAS (Return on Ad Spend)
The return on ad spend.
roas = matched_revenue / spendInterpretation:
- ROAS = 1: revenue equals spend (break-even point)
- ROAS > 1: the advertising is paying off (ROAS = 3 means every dollar spent brought in 3 dollars of revenue)
- ROAS < 1: the advertising is running at a loss
Table of all metrics
| Metric | Formula | Group | Unit |
|---|---|---|---|
| Spend | sum(spend) | Ad | Currency |
| Impressions | sum(impressions) | Ad | Number |
| Clicks | sum(clicks) | Ad | Number |
| CTR | clicks / impressions | Ad | % |
| CPC | spend / clicks | Ad | Currency |
| Matched Deals | count(CRM rows matched) | CRM | Number |
| Matched Revenue | sum(CRM deal value) | CRM | Currency |
| CPL | spend / matched_deals | Business | Currency |
| ROAS | matched_revenue / spend | Business | Ratio |
Calculation details
Division by zero
If impressions = 0, CTR isn't calculated (a dash is shown instead). Similarly for CPC when clicks = 0, and for CPL/ROAS when matched_deals = 0 or spend = 0.
Currency
All monetary metrics are converted to a single currency specified in the report settings. Conversion uses the exchange rate on the date the report runs.
Aggregation
Metrics are aggregated at the level of the selected entity (campaign, ad group, ad).