KPI's 🚨 What's more important? Cost or Percentages?

Hey Kings, when KPI's are discussed it is almost commonly discussed in terms of percentages.

E.g. For Facebook Ads, a good CTR (All) is around 4% and a good Link CTR is around 1%.

My question is, is the cost per metric more important compared to the % of said metric?

For example, In my experience I have seen advertising to the ages 18-50 commonly gets me an average CPM of $10 and advertising to the ages 50-65+ gives me an average CPM of $40.

With these KPI's for the older demographic, this will still put me at a insanely high CPC (All) and Cost Per Link Clicks roughly around $5-$10 Cost Per Link Click.

With an average 10% Lead Form Conversion rate, the CPL is way out of KPI and unsustainable.

For this demographic & $40 CPM, instead to get actual results I have had to construct ads that get a 10%+ CTR (All) and 5%+ Link CTR equating to a $1 - $3 Cost Per Link Click to get good CPL.

On the other hand, for the younger demographic and $10 CPM, I can get CTR (All)'s & Link CTR's under this 4% CTR (All) and 1% Link CTR KPI and still get good Cost Per Link Click's at $1 - $3 which also produces good CPL's.

So in these examples, it would make more sense to focus on the Cost Per Click (All) and Cost Per Link Click as KPI's rather than the %'s

Let me know your thoughts!

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