Understanding Your Dashboard & Metrics
Learn what each metric means, how to read trends, and when to take action. Dashboard guide with industry benchmarks and practical insights.
Your dashboard is the central hub for monitoring LTV tracking performance. This guide explains what each metric means, how to interpret trends, and when to take action.
Dashboard Overview
The dashboard is organized into sections that answer specific questions about your LTV tracking performance:
| Section | What It Shows | Why It Matters |
|---|---|---|
| Setup Status | Connection health for billing and ad platforms | Identifies if data is flowing correctly |
| Event Log | Recent subscription events processed | Confirms webhooks are working |
| LTV Summary | Total customer lifetime value tracked | Shows overall business health |
| Platform Performance | Event delivery status by platform | Highlights integration issues |
| Customer Insights | Individual customer LTV and history | Enables customer-level analysis |
| Trends | LTV and ROAS over time | Reveals optimization effectiveness |
Each section provides actionable insights to help you understand performance and identify issues before they impact campaigns.
Key Metrics Explained
Understanding these metrics is essential for interpreting your dashboard and making informed decisions.
Lifetime Value (LTV)
Definition: The total revenue a customer generates from their first payment through all renewals, upgrades, and additional purchases.
How it's calculated: We sum all successful payments for each customer. If a customer pays $100 for month 1, $100 for month 2, and upgrades to $150 for month 3, their LTV is $350.
What good looks like:
| Business Type | Typical LTV | Strong LTV | Concerning LTV |
|---|---|---|---|
| SMB SaaS ($10-50/mo) | $300-800 | $800+ | Below $300 |
| Mid-Market ($50-200/mo) | $1,200-3,500 | $3,500+ | Below $1,200 |
| Enterprise ($500+/mo) | $10,000-50,000 | $50,000+ | Below $10,000 |
When to investigate: If average LTV is declining month-over-month, it usually indicates rising churn or customers downgrading more frequently. Check your product experience, pricing, and customer success efforts.
Return on Ad Spend (ROAS)
Definition: The ratio of revenue generated to advertising spend. ROAS of 3:1 means every $1 spent on ads returns $3 in revenue.
How it's calculated: Total LTV from attributed customers divided by total ad spend for the same period.
What good looks like:
| Stage | Target ROAS | Strong ROAS | Concerning ROAS |
|---|---|---|---|
| Week 1-4 (Learning) | 1.5:1 to 2:1 | 2:1+ | Below 1:1 |
| Month 2-3 (Optimization) | 2:1 to 3:1 | 3:1+ | Below 1.5:1 |
| Month 4+ (Mature) | 3:1 to 5:1 | 5:1+ | Below 2:1 |
When to investigate: ROAS typically improves over time as ad platforms learn from your LTV data. If ROAS is declining after month 3, check if your LTV:CAC ratio has changed, your ad costs have increased significantly, or your platform match rates have dropped.
Event Match Rate
Definition: The percentage of events we send to ad platforms that successfully match to actual users or conversions.
Platform differences:
| Platform | How It's Measured | Good Rate | Poor Rate |
|---|---|---|---|
| Google Ads | % of conversion adjustments matched to original conversions | 70%+ | Below 50% |
| Meta | Event Match Quality score (0-10 scale) | 6.0+ | Below 4.0 |
| TikTok | % of events matched to user profiles | 60%+ | Below 40% |
What affects match rates: Click ID capture quality (most important), customer data completeness (emails, phone numbers), time between click and conversion, and attribution window expiration.
When to investigate: If match rates drop suddenly, check that your website is still capturing click IDs correctly, ad platform credentials haven't expired, and you haven't changed your tracking setup recently.
Event Volume
Definition: The number of subscription events (trials, signups, renewals, upgrades, etc.) processed in a given timeframe.
Expected patterns:
| Metric | What's Normal | Red Flag |
|---|---|---|
| Daily volume | Consistent with subscription growth rate | Sudden drop to zero or near-zero |
| Event types | Mix of signups, renewals, and occasional upgrades | Only signups, no renewals |
| Platform delivery | 95%+ successful delivery | Below 85% delivery rate |
When to investigate: A sudden drop in event volume usually means your billing webhook stopped working. Zero events for 24+ hours requires immediate investigation. If you see only signup events and no renewals, your webhook might not be configured for all necessary event types.
Reading Trends
Metrics over time reveal whether your LTV tracking is improving campaign performance.
Week 1: Setup and Baseline
What to expect: Initial data collection begins. Event volume should be steady if webhooks are working. ROAS may be unstable due to limited data.
Healthy patterns: Events appear in Dashboard within 24 hours of setup, ad platforms show received events in their interfaces, and click IDs are present for 60%+ of new customers (not all traffic comes from ads).
Warning signs: Zero events after 48 hours indicates webhook issues. No click IDs on any customers means tracking isn't installed. Error messages in Platform Performance section require immediate attention.
Action items: Verify all connections are working, send test events to confirm delivery, check that click ID capture is functioning, and don't make any campaign changes yet—let algorithms start learning.
Month 1: Algorithm Learning
What to expect: Ad platforms begin incorporating LTV data into optimization. You may see CPA increase as platforms stop chasing cheap conversions and start targeting quality.
Healthy patterns: Event volume grows with subscription count, match rates stabilize above 60%, LTV per customer shows positive trend, ROAS remains stable or improves slightly, and ad platforms show conversion adjustments or events in their reporting.
Warning signs: Match rates below 50% indicate data quality issues. Event delivery failure rate above 10% suggests platform authentication problems. ROAS declining more than 20% requires investigation. No LTV growth despite new customers suggests high churn.
Action items: Let algorithms continue learning without major changes, address any data quality issues affecting match rates, monitor match rates daily but don't panic over day-to-day fluctuations, and document baseline metrics to compare against future performance.
Month 2-3: Optimization Phase
What to expect: This is when LTV tracking typically shows measurable improvements. Algorithms have enough data to make meaningful optimizations.
Healthy patterns: ROAS improves 15-40% from baseline, CPA may be higher but LTV per customer increases proportionally, match rates exceed 70% on Google and 6.0+ on Meta, customer quality (measured by 3-month retention) improves, and ad platform dashboards show clear correlation between high LTV and specific campaigns/audiences.
Warning signs: ROAS declining or flat indicates LTV data isn't influencing bids effectively. Match rates dropping suggests tracking degradation. Rising CPA without corresponding LTV increase means you're paying more for the same quality. Event volume declining relative to ad spend suggests you're driving less conversion volume.
Action items: Identify which campaigns or ad sets are driving highest LTV customers, begin reallocating budget toward high-LTV segments, check that attribution windows aren't limiting how much LTV data reaches platforms, and consider increasing bids for proven high-value audiences.
Month 4+: Mature Optimization
What to expect: Sustained improvements as algorithms continuously refine targeting based on customer lifetime performance.
Healthy patterns: ROAS stable at 35-65% above baseline, customer LTV continues growing as cohorts mature, match rates remain consistently high (70%+ Google, 6.5+ Meta), your ability to identify valuable customer segments improves, and you can predictably forecast customer value based on acquisition source.
Warning signs: Flat or declining ROAS after month 4 suggests market saturation or competitive pressure. Decreasing average LTV indicates product or retention issues. Match rates degrading means tracking maintenance is needed. Event volume not scaling with business growth suggests webhook configuration issues.
Action items: Regularly review high-LTV customer characteristics, adjust campaign structure based on LTV performance, test new targeting strategies informed by LTV data, maintain tracking infrastructure as your stack evolves, and re-evaluate attribution windows and value calculation methods quarterly.
Platform-Specific Metrics
Each ad platform provides unique metrics worth monitoring alongside your dashboard.
Google Ads Metrics
Enhanced Conversions Status: Check Tools → Conversions → Your Action → Enhanced Conversions. Should show "Eligible" or "Recording conversions." If it shows "Not eligible," you can't send conversion adjustments.
Conversion Value: Go to your campaigns and add the "Conv. value" column. This should increase over time as we send adjustments. If it's flat despite renewals, adjustments aren't being received.
Smart Bidding Performance: If using Target ROAS or Maximize Conversion Value strategies, check the "Performance Planner." Your forecasts should improve as LTV data accumulates—the system becomes more confident about predicted returns.
Typical patterns after LTV tracking:
- CPA increases 20-40% but conversion value per conversion increases 50-80%
- Overall ROAS improves within 8-12 weeks
- Campaign-level ROAS shows clearer differentiation (some campaigns excel, others underperform)
Meta Ads Metrics
Event Match Quality: In Events Manager, check your pixel's Event Match Quality score. This number (0-10) indicates how well our server events match browser events. Target 6.0+, excellent is 7.5+.
Server Events: Events Manager → Your Pixel → Overview shows client and server event volume. Verify our server events are appearing. Both event types work together—server events improve attribution and algorithmic learning.
Cost per Action Source: In Ads Manager, break down by "Action Source" to see the lift from server-side tracking. Conversions attributed to server events often have higher value because they capture users with ad blockers or ITP restrictions.
Typical patterns after LTV tracking:
- Event Match Quality improves from ~5.0 to 6.5+ as we send enriched data
- Server events appear alongside pixel events (both should be present)
- Cost per complete payment may rise but revenue per conversion increases significantly
TikTok Ads Metrics
Event Match Rate: In Events Manager, view your "Match Rate" metric. This shows what percentage of our events matched to actual users. Target 60%+.
Server Events: Check Tools → Events → Web Events → Your Pixel. You should see both web events (from pixel) and server events (from us). Server event volume should roughly match your subscription event volume.
Value Optimization: If using Value Optimization or Minimum ROAS bidding, check that the "Value" column in reporting is increasing. This confirms TikTok is receiving and using lifetime value data.
Typical patterns after LTV tracking:
- Match rates stabilize at 65-75% for well-configured setups
- Cost per conversion increases but value per conversion increases more
- Targeting recommendations in TikTok become more accurate as algorithms learn
What "Good" Looks Like by Business Type
Expected metrics vary significantly by your business model and market segment.
SMB SaaS ($10-50/month pricing)
| Metric | Expected Range | Strong Performance | Needs Attention |
|---|---|---|---|
| Average LTV | $300-800 | $800+ | Below $300 |
| Customer Lifetime | 8-20 months | 20+ months | Below 8 months |
| ROAS (after 3 months) | 2:1 to 3:1 | 4:1+ | Below 1.5:1 |
| Monthly Churn | 5-7% | Below 5% | Above 8% |
| Match Rate | 65-75% | 75%+ | Below 60% |
Common challenges: High churn rates require fast optimization. Short lifetime means quick payback is essential. Competition in SMB often drives up CAC. Price sensitivity limits ARPA growth.
Optimization focus: Improve onboarding to reduce early churn, identify and double down on high-retention customer segments, optimize for 3-month LTV since longer-term is uncertain, and test annual plans to extend lifetime and improve cash flow.
Mid-Market ($50-200/month pricing)
| Metric | Expected Range | Strong Performance | Needs Attention |
|---|---|---|---|
| Average LTV | $1,200-3,500 | $3,500+ | Below $1,200 |
| Customer Lifetime | 18-36 months | 36+ months | Below 18 months |
| ROAS (after 3 months) | 3:1 to 4:1 | 5:1+ | Below 2:1 |
| Monthly Churn | 2-4% | Below 2% | Above 5% |
| Match Rate | 70-80% | 80%+ | Below 65% |
Common challenges: Longer sales cycles delay LTV realization. More evaluation and negotiation slows conversion. Higher implementation requirements affect time-to-value. Annual contracts concentrate revenue timing.
Optimization focus: Track cohort-level LTV since individuals vary widely, optimize for 6-12 month performance windows, segment by company size and use case for better targeting, and focus on expansion revenue from existing customers.
Enterprise ($500+/month pricing)
| Metric | Expected Range | Strong Performance | Needs Attention |
|---|---|---|---|
| Average LTV | $15,000-60,000 | $60,000+ | Below $15,000 |
| Customer Lifetime | 24-48 months | 48+ months | Below 24 months |
| ROAS (after 6 months) | 4:1 to 7:1 | 8:1+ | Below 3:1 |
| Monthly Churn | 1-2% | Below 1% | Above 3% |
| Match Rate | 75-85% | 85%+ | Below 70% |
Common challenges: Attribution windows often too short for full cycle. Ad platforms may not be primary lead source. Complex multi-touch attribution needed. High-touch sales process delays conversion tracking.
Optimization focus: Use predicted LTV since actual LTV takes years to realize, supplement ad platform data with CRM integration, focus optimization on early pipeline stages (demo requests, trials), and treat ad platforms as top-of-funnel rather than direct ROI channels.
When to Take Action
Not every metric fluctuation requires immediate action. Here's when to intervene:
Urgent (Act Within 24 Hours)
Event volume drops to zero: Webhook is broken. Check billing platform webhook logs and our Setup Status page. This is the only truly urgent issue—you're losing data every hour.
Authentication errors on all platforms: Credentials expired or were revoked. Reconnect each platform immediately to resume tracking.
Match rate drops below 30%: Something fundamentally broke with click ID capture or customer data. Investigate tracking setup urgently.
Important (Act Within 1 Week)
ROAS declining 30%+ from peak: Could indicate market changes, competitive pressure, or tracking issues. Analyze which campaigns are underperforming and why.
Average LTV declining month-over-month for 3+ months: Suggests systematic retention problems. Review customer success, product quality, and pricing.
Match rates declining gradually: Tracking degradation over time. Audit your website tracking, check for recent changes, verify pixel health.
Event delivery failure rate above 15%: Some platforms aren't receiving data reliably. Check integration health and logs.
Monitor (Review Monthly)
ROAS fluctuating ±10-15%: Normal variance, especially in early months. Track trend direction rather than individual swings.
LTV growing slower than expected: Could be natural business cycle or seasonal effects. Compare year-over-year if you have data.
Match rates fluctuating 5-10%: Usually due to natural variation in customer data quality. As long as the trend isn't downward, no action needed.
Platform performance differences: Google, Meta, and TikTok will naturally perform differently. Focus on aggregate improvement rather than parity.
Related Resources
- Troubleshooting Guide - Fix common issues affecting metrics
- Optimization Best Practices - Use metric insights to improve performance
- Configuration Settings - Adjust how metrics are calculated
- Connecting Ad Platforms - Ensure proper tracking setup
Understanding your metrics is the foundation for optimization. Monitor trends more than absolute numbers, allow sufficient time for algorithmic learning before making changes, and focus on customer quality (LTV) over volume (conversions). The platforms optimize for what you measure—make sure they're measuring the right thing.