Performance marketing in Bangladesh is often discussed in terms of reach, cost per click, cost per purchase and ROAS. These numbers can help explain what is happening in an advertising platform, but they do not always tell a business whether it is making progress.
Before deciding what to optimize, first define the result you can verify outside the ad dashboard.
Start with a result your business can confirm
For an e-commerce business, a useful outcome may be a paid, delivered order. For a service provider, it may be a qualified enquiry that becomes a paying customer. For an appointment-based business, it might be a completed booking.
The purpose of this definition is simple: platform events and business outcomes are related, but not identical.
Metrics for e-commerce advertisers
- Ad spend: money spent on campaigns during the period.
- Website purchases: purchase events recorded by the store or tracking tools.
- Confirmed orders: orders that pass your confirmation process.
- Delivered orders: orders that reach the customer and are successfully completed.
- Cost per delivered order: total ad spend divided by delivered orders attributable to the evaluated activity, where measurement supports that comparison.
- Contribution after variable costs: collected revenue less product, fulfilment, payment, advertising and other relevant per-order costs.
A campaign might create many purchase events but a smaller number of delivered orders. If you use only the platform purchase count, you may miss the effect of cancellations, returns and delivery losses.
Metrics for lead-generation businesses
The cheapest lead is not always the most valuable. A high number of enquiries can increase workload if the people contacting you are outside your service area, have a mismatched budget or are not looking for your offer.
Track the number of qualified leads, speed of first response, follow-up completion and customer conversion rate. Where practical, compare advertising cost against actual acquired customers rather than all form submissions.
Where ROAS fits—and where it stops
Return on ad spend compares the revenue attributed to advertising against the ad spend. It can be useful for comparing campaigns, but it does not subtract product costs, refunds, delivery expenses or agency fees.
It can also differ from your store’s actual revenue because attribution depends on the platform’s measurement rules and available signals. Treat ROAS as one piece of evidence, not an audited profit figure.
Check tracking quality before trusting a trend
Measurement issues can change reported numbers without changing customer behaviour. Missing purchase events, incorrect values or duplicated browser/server events can make campaign comparisons misleading.
Use test transactions and compare the event stream with your website’s order records. A proper tracking review should check the important events, not only whether a tag is installed.
Use a decision-focused weekly report
A useful report should answer three questions: What changed? Why might it have changed? What will we test next?
For example, if clicks are increasing but qualified leads are falling, review the ad promise and landing form. If placed orders rise but delivery success falls, look at customer expectations and operational factors before increasing budget.
At MarketR, the focus is on connecting advertising activity with decisions the business can use. Share your current reporting challenge if you need help identifying the right measures.