Objective-aware ad metrics
Last updated 2026-06-20
Definition
Objective-aware ad metrics show the numbers that actually fit each campaign’s goal. A sales campaign shows ROAS and CPA; a traffic, leads, or awareness campaign shows Results, Cost-per-Result, CPC, and CTR instead — and Quri greys out ROAS there, because a campaign with no revenue can’t have an honest return number.
How to do this in Quri
- Connect your Meta and Google ad accounts so Quri can read each campaign’s objective.
- Open /app/ads — revenue campaigns show ROAS and CPA, non-revenue ones show Results, Cost-per-Result, CPC, and CTR.
- Notice ROAS is greyed on non-revenue objectives; hover the column header to learn why.
- Judge each campaign on its own goal’s metric rather than forcing ROAS onto everything.
Frequently asked
- Why is ROAS blank or greyed for some of my campaigns?
- Those campaigns optimise for clicks, leads, or reach, not purchases, so there’s no revenue to divide by spend. Quri greys ROAS rather than show a misleading number, and surfaces Cost-per-Result instead.
- What is Cost-per-Result?
- It’s spend divided by the campaign’s own optimisation result — a lead, a landing-page view, a link click — so you compare non-revenue campaigns on what they’re actually buying you.