Meta & TikTok Metrics Cheat Sheet

This cheat sheet breaks down Meta and TikTok ad performance into four stages of the customer journey: Capture Attention, Hold Attention, Get People to Site, and Drive Engagement on Site.

For each stage, it maps out the ad elements you should be focusing on and the key metrics to watch, from hook retention and CTR to bounce rate and conversion ratios.

Think of it as your go-to reference for figuring out what's working (and what's not) across your creative, helping you diagnose specific problems using a JTBD framework for each metric.