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ROAS tells you how much revenue you earn for every taka spent on advertising. A ROAS of 4 means you earned ৳4 for every ৳1 spent.
ROI measures the profitability of your marketing investment as a percentage. Unlike ROAS, ROI accounts for all costs, not just ad spend.
CTR measures what percentage of people who saw your ad or content clicked on it. Higher CTR means more compelling creative or better audience targeting.
CPA tells you how much you spend on average to acquire one customer or conversion. Lower CPA is better — but it must be evaluated against customer value.
CPM measures how much you pay for 1,000 ad impressions. Used primarily for brand awareness campaigns where reach is the primary objective.
Engagement rate measures how actively your audience interacts with your content relative to your follower count. A key indicator of content quality and audience connection.
The percentage of delivered emails that were opened. Heavily influenced by subject line, sender name, send time and list quality.
Conversion rate is the percentage of website visitors or ad clicks that complete a desired action — purchase, sign-up, enquiry, etc.
CLV estimates the total revenue a customer will generate throughout their relationship with your business. Essential for understanding how much you can afford to spend on acquisition.
| Metric | Good ✓ | Average | Needs Work | Notes |
|---|---|---|---|---|
| ROAS | 4x+ | 2–4x | Below 2x | Varies by industry and margin |
| ROI | 200%+ | 50–200% | Below 50% | Accounts for all costs |
| CTR (Search) | 5%+ | 2–5% | Below 2% | Google Search Ads benchmark |
| CTR (Display) | 0.5%+ | 0.1–0.5% | Below 0.1% | Display/social ad benchmark |
| CVR (Website) | 3%+ | 1–3% | Below 1% | E-commerce average is 2–3% |
| Bounce Rate | Below 40% | 40–60% | Above 70% | Lower is better |
| Email Open Rate | 25%+ | 15–25% | Below 15% | Industry avg is 21% |
| Email CTR | 4%+ | 2–4% | Below 2% | Of delivered emails |
| Unsubscribe Rate | Below 0.2% | 0.2–0.5% | Above 0.5% | Lower is better |
| Social Engagement Rate | 3%+ | 1–3% | Below 1% | Instagram avg ~3.5% |
| Video Completion Rate | 50%+ | 25–50% | Below 25% | 15s video benchmark |
| Cart Abandonment Rate | Below 50% | 50–70% | Above 70% | Global avg is ~70% |
| Repeat Purchase Rate | 30%+ | 15–30% | Below 15% | Key loyalty indicator |