Definition
Account structure is how you organize campaigns, ad sets, and audiences to balance control with algorithmic learning.
Example
Separate prospecting and retargeting into different campaigns so budgets do not compete.
How to use it
- Keep structure simple unless you have clear audience or offer differences.
- Separate prospecting and retargeting to avoid budget leakage.
- Align naming conventions with reporting to reduce analysis friction.
Common mistakes
- Fragmenting spend across too many small ad sets.
- Mixing very different conversion goals in one campaign.
- Changing structure too often and resetting learning.
Why this matters
This term matters because it affects how you interpret performance and make budget decisions. If you use inconsistent definitions or windows, ROAS/CPA can look "better" while profit gets worse.
Practical checklist
- Write a 1-line definition for "Account Structure" that your team will use consistently.
- Keep the time window consistent (weekly/monthly/quarterly) when comparing trends.
- Segment results (channel/plan/cohort) before drawing big conclusions from blended averages.
- Sanity-check with a related calculator from the same category on MetricKit.
- Read the related guide (e.g., Paid ads measurement hub: ROAS, MER, marginal ROAS, and incrementality) for context and common pitfalls.
Where to use this on MetricKit
Calculators
- Paid Ads Funnel Calculator: Model CPM -> CTR -> CVR to estimate CPC, CPA, ROAS, and profit per 1,000 impressions (with margin and variable costs).
- ROI Calculator: Calculate Return on Investment (ROI) for a campaign or project.
- Incrementality Lift Calculator: Estimate incremental conversions, incremental ROAS, and incremental profit from a holdout test.
- Marginal ROAS Calculator: Estimate diminishing returns and find the profit-maximizing ad spend from a simple response curve.
- Target CPA from LTV Calculator: Translate LTV and contribution margin into a target CPA (and break-even CPA) for paid acquisition.
Guides
- Paid ads measurement hub: ROAS, MER, marginal ROAS, and incrementality: A practical hub for paid ads measurement: connect ROAS to profit, use MER for top-down truth, watch marginal ROAS for scale, and validate incrementality with holdouts.