Elena Verna

1) Define TOP KPIs. 
 What are the top KPIs? 
 Examples: CAC, LTV, ROAS, transactions (or leads), Revenue 
 Impressions is NOT a top KPI, Clicks neither. They help to reach the top KPIs, which is what matters to the company as a whole. 
 Optimize towards the top KPIs, report them to the management and not each single KPI. Top KPIs help you to understand the whole box, they tell you how the company is doing and where you should adjust your strategies.
 You should have around 3 top KPIs, 5 max.