If you're running Facebook ads in any niche to generate leads, it's really important to track the right metrics for decision-making and ad optimization. The most important ones are
𝗖𝗼𝘀𝘁 𝗣𝗲𝗿 𝗟𝗲𝗮𝗱 (𝗖𝗣𝗟): CPL gives you a direct insight into how much you're spending to get each lead. If your CPL is above $30, you must enhance your ad experience to improve results.
Keep in mind, leads are just info about clients, don’t stop there.
𝗖𝗼𝘀𝘁 𝗽𝗲𝗿 𝗔𝗰𝗾𝘂𝗶𝘀𝗶𝘁𝗶𝗼𝗻: At the end of the day, you need to know how much you are spending to acquire a paying client/project. To keep the business profitable, your CPA should not exceed 20% of your service charge.
You also need to track the conversion rate from lead to actual customer.
𝗪𝗵𝘆?
Because you might find that some ads are excellent at generating a high volume of leads but fall short in converting them into paying customers. On the other hand, some ads might have a higher CPL but produce leads that convert at a much better rate. All your optimization efforts should focus on balancing these two metrics: CPL and conversion rate.