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AdLoft uses the same metric definitions everywhere — Overview, Insights, Winners Hub, and the campaign builder. This page is the reference.

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Core metrics

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The hero (result) metric

Each ranked item automatically picks a hero metric:
  • If it has tracked revenue, the hero metric is ROAS.
  • Otherwise (for example, lead-gen ads), the hero metric is CPA.
This is why some cards lead with ROAS and others with CPA — it depends on whether the item has revenue.

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Confidence

Confidence reflects how much data backs a number: Low-confidence items are flagged so you don’t over-react to small samples.

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Goal status

When a brand has goals, AdLoft compares each item to your targets:
  • Revenue items: goal status is based on ROAS vs. target ROAS.
  • Non-revenue items: goal status is based on CPA vs. target CPA.
Items are labeled Beating goal, Below goal, or Watching, and creatives are sorted into the Scale / Burning / Fixable / Needs More Data buckets described in Winning creatives.

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Date comparisons

Every “vs. prior” delta compares the selected window to the equal-length window immediately before it. For a custom range, the previous period is the same number of days right before your start date.