Guardrails

Rules that flag breaches so you don't have to watch every metric.

Available metrics

Cost per Purchase (CPP)

Spend / purchases. Higher = worse.

Frequency

Avg impressions / unique user. >3 = fatigue.

Spend without Purchases

Spend on entity with 0 purchases.

Spend without Add to Cart

Spend on entity with 0 add-to-carts.

Hook Rate (25% video view)

3-sec views / impressions (%).

Capture Rate (purchase/ATC value)

ATC / LPV (%).

VC → ATC rate

ATC / view-content (%).

ROAS

Purchase value / spend.

CPM

Cost per 1,000 impressions.

CPC

Cost per click.

CTR (all)

Clicks / impressions (%).

CTR (link)

Outbound clicks / impressions (%).