Summary: Platform ROAS is not enough. In 2025 track portfolio health: MER, CAC, AOV, refund impact and cohort LTV in one GA4 dashboard.
Core KPIs
- MER: revenue / ad spend.
- CAC: ad spend / new customers.
- AOV and refund rate impact.
- LTV by cohort with payback windows.
Dashboard layout
- Top cards: MER, CAC, revenue, orders, AOV.
- Trends: CAC and MER by week; LTV by cohort.
- Breakdowns: channel, creative angle, landing page cluster.
Tracking tips
- Send order value net of discounts and refunds when possible.
- Keep UTMs clean: channel, creative angle, audience.
Internal links
Conclusion
Read the business, not just the platform. One dashboard, weekly cadence, portfolio decisions.