Client business type and KPIs

An online store wants to know how much it sold per dollar spent. A lead-generation client wants to know what each contact cost. The Business type tells Relator which question to answer first for each client: it picks the result and the key metric that get highlighted.

What each type highlights

• Online store

  Result

  Revenue

  Key metric

  ROAS

  On goal when

  ROAS at or above the goal

• Lead generation

  Result

  Leads

  Key metric

  CPL

  On goal when

  CPL at or below the goal

• App

  Result

  Conversions

  Key metric

  CPA

  On goal when

  CPA at or below the goal

• Local business

  Result

  Conversions

  Key metric

  CPA

  On goal when

  CPA at or below the goal

• Brand

  Result

  No result defined

  Key metric

  Tracks spend

  On goal when

  —

The math uses Meta Ads and Google Ads numbers for the selected period:

• Revenue: purchase conversion value reported by the ad platforms.
• Leads and Conversions: conversions reported by Meta Ads and Google Ads, added together.
• ROAS: revenue divided by spend. With R$10,000.00 spent and R$42,000.00 in revenue, ROAS is 4.20×.
• CPL: spend divided by leads. R$9,200.00 for 500 leads gives a CPL of R$18.40.
• CPA: spend divided by conversions. R$6,000.00 for 240 conversions gives a CPA of R$25.00.

When the type is not set

With Not set (infer from data), Relator infers the type from the client’s numbers: if revenue is reported, it treats the client as e-commerce; if there are only conversions, as lead generation; with neither, it tracks spend. On the Clients screen, an inferred type shows the “inferred” tag.

Where the business type shows up

• Client Home: the top indicators show the type’s result and key metric, compared with the previous period.
• Clients screen: the Result and Key metric columns on each row, and the Business type filter.
• Goals: the goal column on the Clients screen compares the key metric with the client’s active goal.
• Client details, on the Home, shows the chosen type or “(from data)” when it was inferred.

Step by step: set the type

1. 1
   Step 1

   Enter the client

   On Clients, click the client’s row.

2. 2
   Step 2

   Open Settings › General

   In the sidebar, click Settings. In the Client group, check the client in the switcher and click General. The Business type is under Business profile, as pills. The Main metric next to it follows the choice.

   Illustrative screen

   Korra/General

   Ask RelatorAIPT

   General

   Business profile

   Business typeOnline storeLead generationLocal businessAppBrand

   1

   Main metricCPL · spend ÷ leads

   1 unsaved change · Business type and main metricSave

   2

   1. 1Choose Online store, Lead generation, Local business, App or Brand. When the type came from the data, the Suggested by RelatorAI line shows the reason and an Accept button.
   2. 2Save applies the type on the Home and on the Clients screen.

3. 3
   Step 3

   Save

   Click Save on the bottom bar. Next time you open the client Home or the Clients screen, the result and key metric follow the new type.

You can also choose the type when creating the client, in the Details step, and on the client profile, General tab.

Example: two clients with the same spend

Picture two clients that spent R$20,000.00 this month. With the right type, each one is judged by what matters to them:

• Bravo

  Type

  Online store

  Result

  R$86,000.00 in revenue

  Key metric

  ROAS 4.30×

  Goal

  Goal ≥ 4.00×

  Reading

  On goal

• Atlas

  Type

  Lead generation

  Result

  800 leads

  Key metric

  CPL R$25.00

  Goal

  Goal ≤ R$22.00

  Reading

  Off goal

If Atlas had no type and its accounts reported some revenue, it would be read as e-commerce, and the CPL above goal would go unnoticed.

Common issues

• The client shows “inferred” and the wrong metric. Set the type in Settings › General, under Business profile.
• The key metric shows “No key metric”. The type is Brand, or the accounts have not reported revenue or conversions in the period.
• The goal column shows “No goal”. The client has no active goal for the key metric. See Create goals.
• Leads or conversions are far from the CRM. The result uses conversions reported by the ad platforms. To compare with real sales, see Real ROAS.