> ## Documentation Index
> Fetch the complete documentation index at: https://docs.adloft.ai/llms.txt
> Use this file to discover all available pages before exploring further.

# Understanding your metrics

> How ROAS, CPA, results, confidence, and goal status are calculated.

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

## Core metrics

| Metric                    | Formula                               | Notes                                                                         |
| ------------------------- | ------------------------------------- | ----------------------------------------------------------------------------- |
| **ROAS**                  | revenue ÷ spend                       | Shown as `3.4x`. Returns `0` when there's no spend.                           |
| **CPA**                   | spend ÷ conversions                   | "Cost per result/acquisition". Shows **—** when there are no conversions.     |
| **CTR**                   | clicks ÷ impressions × 100            | Shown as a percentage.                                                        |
| **CPC**                   | spend ÷ clicks                        | Shows **—** with no clicks.                                                   |
| **Conversions / Results** | raw count                             | Labeled **Results**, or **Sales** with the revenue value when revenue exists. |
| **Spend / Revenue**       | sum                                   | Whole-dollar USD, or compact (e.g. `$12.4K`) in hero stats.                   |
| **% change**              | (current − previous) ÷ previous × 100 | Compared to the immediately preceding equal-length period.                    |

## 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.

## Confidence

Confidence reflects how much data backs a number:

| Confidence | Requirement                      |
| ---------- | -------------------------------- |
| **High**   | ≥ \$50 spend and ≥ 3 conversions |
| **Medium** | ≥ \$50 spend and ≥ 1 conversion  |
| **Low**    | Anything less                    |

Low-confidence items are flagged so you don't over-react to small samples.

## Goal status

When a brand has [goals](/integrations/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](/insights/creatives).

## 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.