Article

Performance Marketing: The Complete Practitioner's Guide

Apurv Singh · HQ Digital Free Intermediate India

Apurv Singh has managed over 50 million dollars in ad spend across Indian brands, and this guide gets specific about the layer platform metrics miss entirely in India: prepaid ratio, repeat purchase rate, and a loaded CAC that runs 20 to 40% above what Meta reports.

  • Recommends CM2, revenue minus COGS, shipping, returns, and ad spend, over platform ROAS as the number that must stay positive.
  • States loaded CAC, accounting for team and tools, typically runs 20 to 40% higher than Meta's reported figure.
  • Names prepaid ratio and repeat purchase rate as the India specific factors deciding whether paid Meta spend can scale profitably at all.
Open on thehqdigital.com ↗

The question it answers

  1. Which Meta Ads Manager metrics actually matter, and how do I read them?

Read with it

  1. An Indian agency playbook that puts numbers on the UGC-first approach: a 70/30 prospecting-retargeting split and 10-15 UGC... Sociolabs Article How D2C Brands in India Can Achieve 3x-4x ROAS with Meta Ads Sociolabs
  2. A clean, no-nonsense glossary covering ROAS, CAC, MER, AOV and CPA in one place, the right first read before diving into any... Triple Whale Help Center Article A Guide to Ecommerce Metrics Triple Whale
  3. Straight from the platform that generates the number: how Meta actually calculates and optimizes the ROAS bid goal inside Ads... Meta Business Help Center Article About ROAS Goal Meta
  4. The official breakdown of quality ranking, engagement rate ranking, and conversion rate ranking, the three diagnostics that... Meta Business Help Center Article About Ad Relevance Diagnostics Meta
  5. Explains what actually drags CTR down before you blame the hook: Meta scores perceived ad quality (withheld information,... Meta Business Help Center Article About Quality Ranking Meta
  6. The primary source definition of every video metric Ads Manager reports, so when you build a hold rate calculation you are... Meta Business Help Center Article About Video Ad Metrics on Facebook and Instagram Meta
eChai Partner Brands The partnership →