Lead with CPA Leave the rest
🚀 Breaking through the Secondary Metrics Noise
Howdy Readers 🥰
In this newsletter you will find:
👑 CPA Is King: Why Secondary Metrics Are Just Noise
📢 Microsoft’s Multi-Format Campaigns
🚀Ad of the Day
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👑 CPA Is King: Why Secondary Metrics Are Just Noise
Insights from Nativ Yanko
In media buying, it’s easy to get caught up in a sea of secondary metrics: hook rate, CTR, CPC, hold rate. But let’s get one thing straight—these metrics mean nothing in isolation. What matters most? Your Cost Per Acquisition (CPA).
Here’s why secondary metrics are overhyped and how you can actually use them to make smarter scaling decisions.
1. Stop Overanalyzing Secondary Metrics
Secondary metrics like CTR or hook rate can give you insight into ad performance, but they’re not the scoreboard.
The Reality:
A high hook rate means nothing if viewers don’t convert.
A low CTR doesn’t matter if your CPA is within target and generating profit.
A high CPC might still work if the ad drives high-quality traffic with strong conversion rates.
Key Takeaway: Metrics like CPA and ROAS are the real indicators of success. Scale ads that meet these benchmarks, and don’t obsess over vanity metrics.
2. Use Secondary Metrics for Diagnosis, Not Decisions
While secondary metrics shouldn’t guide your scaling, they are valuable for pinpointing issues in your funnel.
How to Use Them:
Weak Hook Rate: If fewer people stop to watch your ad, rework the first 3 seconds to create curiosity or emotional impact.
High CTR, Low Conversions: This often signals a disconnect between your ad promise and the landing page. Optimize the user journey to close the gap.
Low AOV with High CTR: Your product or offer might not align with customer expectations. Consider tweaking bundles or incentives to boost ROAS.
Pro Insight: Secondary metrics are diagnostic tools—they help you understand why an ad works (or doesn’t). But CPA is what ultimately determines whether you scale or scrap.
3. Let CPA Be Your North Star
When you’re scaling campaigns, trust CPA as your guiding metric. Ads that hit your CPA target and drive profitability should always take priority.
What This Looks Like in Practice:
An ad with a low CTR but solid CPA? Scale it.
A creative with high hook rate but poor conversions? Scrap it or revise.
A campaign with slightly higher CPC but strong ROAS? Double down.
Key Takeaway: Scaling profitably is about efficiency, not perfection. Focus on what moves the needle for your bottom line.
Metrics like hook rate and CTR are tools, not the goal. Overanalyzing them can lead to poor decisions and wasted budget. Instead, let CPA drive your strategy while using secondary metrics to diagnose issues and fine-tune performance. At the end of the day, the scoreboard is profitability—and CPA is the only stat that truly matters.
📢 Microsoft’s Multi-Format Campaigns
Insights from SEJ
Microsoft Ads has introduced multi-format campaigns for Audience Ads, enabling advertisers to integrate native, display, and video ads into a single campaign that simplifies ad management and is now the default for new Audience Ads campaigns globally.
The Breakdown:
Simplified Campaign Setup: Advertisers can now manage native, display, and video ads within one campaign by selecting “Audience” as the campaign type and choosing objectives like conversions, leads, or brand awareness.
You can include one or all formats depending on your goals, and complete standard steps like setting targets, locations, budgets, and bid strategies.Streamlined Management and Budgeting: This approach eliminates the need to create separate campaigns for each format, making it easier to optimize budgets and deliver cohesive messaging across channels.
Advertisers can allocate budgets flexibly across formats within a single campaign, improving efficiency, especially for those with smaller budgets.Flexibility Maintained: For accounts with specific goals, the option to create separate campaigns for individual ad formats remains available, ensuring advertisers can tailor their strategies as needed.
Microsoft’s multi-format campaigns simplify ad management and improve efficiency, offering a streamlined way to integrate native, display, and video ads meeting the needs of modern advertisers, allowing for cohesive messaging and effective budget optimization across multiple formats.
🚀Ad of the Day
What Works:
Inclusive Messaging: “Your Style, Your Size” directly addresses the target audience, celebrating inclusivity and making viewers feel seen and valued.
Specific Sizing Details: Highlighting sizes 14W to 24W + 3X ensures clarity and reinforces the brand’s commitment to offering options for a diverse range of body types.
Free Shipping & Returns: Featuring this prominently lowers the perceived risk of trying the service, a key driver for online fashion shopping.
Relatable Visuals: Showcasing a confident, stylish model in a casual, relatable setting makes the ad approachable and authentic.
Partnership Highlight: Including the hashtag #stitchfixpartner and the collaborator’s handle (@alexmichaelmay) builds trust and connects with the influencer’s audience.
What Can Be Better:
Call-to-Action: Adding a CTA like “Find Your Perfect Fit Today” or “Start Your Style Journey” would guide users to take immediate action.
Highlight Customization: Briefly mentioning Stitch Fix’s unique selling point—personalized styling—could add more depth and intrigue to the ad.
Broader Insights:
Brands in the plus-size fashion space thrive by focusing on inclusivity, convenience, and personalization. Combining these with clear CTAs and influencer partnerships creates an emotional connection while driving tangible conversions.
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