Derived metrics
ROAS, CPA, AOV, CTR, CPM, CPL — computed by Level from your mapped conversions and available in reports out of the box.
The metrics every performance marketer wants — ROAS, CPA, AOV, CTR, CPM, CPL — are built into Level. You don't create them; they're computed automatically and available to pick when you build reports. The only setup they depend on is conversion mapping: once Purchases, Revenue, and Lead are mapped, the conversion-based ones start showing real numbers.
What Level computes
| Metric | Meaning | Computed from | Format |
|---|---|---|---|
| ROAS | Return on ad spend | mapped Revenue ÷ spend | ratio (3.58×) |
| CPA | Cost per acquisition | spend ÷ mapped Purchases | currency ($24.18) |
| AOV | Average order value | mapped Revenue ÷ mapped Purchases | currency ($134.20) |
| CPL | Cost per lead | spend ÷ mapped Leads | currency ($11.90) |
| CTR | Click-through rate | clicks ÷ impressions | percent (2.84%) |
| CPM | Cost per 1,000 impressions | spend ÷ (impressions ÷ 1000) | currency ($8.42) |
Spend, clicks, and impressions come from the platforms directly; Purchases, Revenue, and Lead come from your conversion mapping. Monetary values are shown in the report's currency.
Plan availability
The revenue family — Revenue, Purchases, ROAS, CPA, AOV, Lead, and CPL — is available on the Pro plan and above. On Free these metrics don't appear in reports at all. CTR and CPM are based purely on platform delivery data and are available on every plan. See Plans & limits.
Garbage in, garbage out
Because ROAS, CPA, AOV, and CPL are computed from your mapped conversions, the mapping is the definition:
- If a purchase event isn't mapped to Purchases, CPA runs high and AOV runs high.
- If a conversion without a monetary value is mapped to Revenue, it contributes zero — ROAS and AOV run low.
- If two overlapping events are both mapped (web pixel + app event firing on the same checkout), Purchases double-counts and CPA runs artificially low.
If a derived metric looks wrong, audit the mapping first — the arithmetic doesn't lie, but the inputs can.
What about platform-side ROAS?
Each platform (Google Ads / Meta) computes its own ROAS using the conversions tracked on that platform. Level's ROAS is computed across whatever conversion definitions you mapped to Revenue, summed across all the ad accounts in the report.
So Google's reported ROAS for an account ≠ Level's ROAS row for that ad account, by design — Level's number reflects your unified definition, not the platform's view of itself.
When to build your own instead
The built-ins cover the standard definitions. When you need a variation, build it as a Formula custom metric:
| Display name | Formula | Why |
|---|---|---|
| Profit | #revenue − #cost | Direct margin reading. |
| ROI | (#revenue − #cost) ÷ #cost | Profit-as-percentage view. |
| True ROAS | (#revenue × 0.85) ÷ #cost | Apply a margin factor to the standard ROAS. |
| Blended CPA | #cost ÷ (#purchases + #lead) | A unified cost-per-conversion across purchases and leads. |
Formulas can also pull in native platform metrics (video views, engagements, and more), and Level ships presets for common platform-style rates like ThruPlay rate and Video view rate.