Platform · Metrics
The stats Operators actually use
CTR, CAC, ROAS, and the other stats that actually change what you should write and where you should spend. Connect accounts, and Operators diagnose, act, and draft from the numbers. Infrastructure for the average marketer, not another dashboard for a data team.
From connected accounts to the next draft
Metrics are not a report you pull on Friday. They are the brief the Operator writes against.
- 01
Connect the sources
Link Meta, Google Ads, TikTok, Shopify, GA4, and the rest of the stack so stats arrive with the account, not as a pasted screenshot.
- 02
Read the useful few
Operators watch creative, acquisition, return, funnel, and owned metrics together. Vanity spikes do not get treated as strategy.
- 03
Diagnose the leak
CTR versus conversion rate, CPA versus CAC, ROAS versus MER. The split decides whether the ad, the page, or the mix is wrong.
- 04
Act and draft
Pause what wastes spend, shift budget to what pays back, and write the next hooks, landing copy, or emails from the winners.
Infrastructure for the average marketer
You should not need a growth scientist, a prompt engineer, or a BI seat to know whether to rewrite the ad or the page. Basis is the infrastructure a working marketer runs on: brand locked once, accounts connected, useful stats in the thread, and Operators that act and draft from them.
No specialist stack required
The average marketer already lives in briefs, launches, and a handful of ad accounts. Basis is that job’s operating layer, not a tool that only makes sense if you already have an analytics team.
Stats that pick the next job
CTR, CAC, ROAS, and the rest are not a Friday report. They decide whether the Operator writes hooks, landing copy, or a budget move, in the same conversation you already brief in.
Brand and accounts as plumbing
Voice, avoid lists, and connected apps travel with every draft. You do not rebuild context, paste a CSV, or prompt a generic chat every Monday.
Creative quality
Whether the ad earns the click and survives the first three seconds. Weak here is a copy and concept problem, not a bidding problem.
CTR
The share of people who see the ad and actually click. The fastest read on whether the hook, creative, and offer earn attention.
Learn more →Hook rate
The share of impressions that stop the scroll in the first seconds. If this is weak, the rest of the funnel never gets a chance.
Learn more →Frequency
How often the same person sees the same ad. The early warning for creative fatigue, especially in smaller APAC audiences.
Learn more →
Acquisition cost
What you pay to get attention, a click, a lead, or a customer. Useful only when you know which cost you are actually looking at.
CPC
What you pay for each click. Useful as a traffic cost, dangerous if you treat a cheap click as a cheap customer.
Learn more →CPM
The auction price of attention. Read it with CTR and conversion rate, or you will optimize for cheap impressions nobody wanted.
Learn more →CPA
What you pay for a conversion you defined: purchase, lead, install, booking. The media-level cost, not the full cost of a customer.
Learn more →CAC
The fully loaded cost to win a new customer, not just ad spend in one platform. The number you pair with LTV.
Learn more →
Return on spend
Whether the money coming back justifies the money going out, at campaign level and across the whole mix.
ROAS
Revenue attributed to ads divided by ad spend. A campaign scoreboard, not a company P&L. Read it with MER and margin.
Learn more →MER
Total revenue divided by total marketing spend. The blended truth when platform ROAS is lying to you.
Learn more →LTV
What a customer is worth over the relationship, not the first order. The only honest partner for CAC.
Learn more →
Funnel economics
What happens after the click. Landing, offer, and checkout decide whether cheap traffic is actually cheap.
Owned channels
Email and CRM stats that still move revenue after paid media has done its job.
What the Operator does with a number
Reporting is the easy part. The work is choosing the surface to rewrite and the spend to move.
Diagnose the leak
CTR versus conversion rate tells you if the ad or the page is wrong. CPA versus CAC tells you if the ad account is lying about the cost of a customer. ROAS versus MER tells you if one platform is taking credit for another’s sale.
Act on the mix
Pause combinations that waste spend at real volume. Shift budget to the ads and markets that still pay back. Cap frequency in small APAC audiences before fatigue shows up as a CPA spike in next week’s deck.
Draft from winners
New hooks from the ads that still click. New landing copy when conversion is the leak. New welcome mail when paid CAC is fine and owned CTR is not. Brand voice stays locked while the stats pick the job.
Keep the thread
The diagnosis, the action, and the next variants live on the same Operator. You do not re-explain the account every Monday, and you do not paste another CSV into a generic chat.
Useful beats vanity
Basis does not treat every number in an ads manager as a goal. These are the ones that usually waste a week.
Impressions without CTR
Reach is not attention. If nobody clicks or stops, you bought wallpaper.
Open rate as a north star
Privacy and prefetch broke it as a planning metric. Email CTR and click-to-conversion still mean something.
In-platform ROAS alone
Every channel will claim the sale. MER and new-customer CAC keep the story honest.
Generation volume
More drafts are not a marketing result. Cycle time, first-pass brand, and the metrics above are.
Metrics, briefly
Basis focuses on the stats Operators can actually steer: CTR, hook rate, frequency, CPC, CPM, CPA, CAC, ROAS, MER, LTV, conversion rate, AOV, and email CTR. The point is diagnosis and the next draft, not another dashboard wall.
Operators diagnose the leak, recommend actions such as pausing waste or shifting budget, and draft the next ads, landing copy, or emails from the combinations that are already working. Stats are an input to the work, not a weekly PDF.
CPA is spend divided by the conversions an ad platform counts. CAC is the fully loaded cost to win a new customer, including media, people, tools, agencies, and promo. Basis treats CPA as a media signal and CAC as the number you pair with LTV when you decide to scale.
In-platform ROAS is easy to game with branded search and retargeting. MER (blended efficiency) and LTV:CAC tell you whether the whole mix is getting healthier. Operators read ROAS by campaign intent, then check it against those.
No. Basis is infrastructure for the average marketer: brand, connected accounts, the useful metrics, and Operators that diagnose, act, and draft. You brief in plain language. You do not need a data team to get from a weak CTR to the next hooks.
Hook rate (thumb-stop) is 3-second views ÷ impressions — whether the opener interrupted the feed. The scroll-stop loop scores that probability for IG Reels, Xiaohongshu, LINE, and KakaoTalk, then rewrites until the variant clears your bar. See /platform/scroll-stop.
Pair metrics with the accounts you already run
Connect the stack, then brief the Operator on the leak you care about.