Ad Account Health Score

Running a profitable ad account requires monitoring multiple metrics simultaneously. CTR tells you if your creative resonates. CPA tells you if your targeting and funnel convert efficiently. ROAS tells you if the revenue justifies the spend. Frequency tells you if you are overexposing your audience. CPM tells you how competitive your auctions are. Conversion rate tells you if your landing pages close.

This health scorecard grades each metric individually against ecommerce benchmarks and rolls them into an overall A through F grade. The benchmarks are calibrated for DTC brands running acquisition campaigns — CTR above 2% is an A, ROAS above 4x is an A, frequency below 1.5 is an A. These thresholds come from aggregated performance data across hundreds of ecommerce ad accounts.

The real value is in identifying which metrics are dragging down your overall score. An account with A-grade ROAS but D-grade frequency has a creative rotation problem, not a targeting problem. An account with strong CTR but weak conversion rate has a landing page problem, not an ad problem. The scorecard turns a complex multi-metric dashboard into a clear priority list.

Use it weekly as a quick diagnostic before diving into platform dashboards. Input whatever metrics you have — the calculator works with partial data and only grades what you provide. Over time, tracking your overall grade week-over-week gives you a simple trendline of account health that is easier to communicate to clients, managers, or investors than raw metric tables.