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.
Measured as
Measure Account Structure with a fixed attribution window, conversion event, and spend basis before comparing campaigns or creative tests.
Misused when
- Fragmenting spend across too many small ad sets.
- Mixing very different conversion goals in one campaign.
- Changing structure too often and resetting learning.
Operator takeaway
- 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.
- Use Account Structure only inside a stable attribution rule, conversion definition, and time window so campaign comparisons stay honest.
- If performance changes, check whether the metric moved for a real business reason or because the measurement setup changed underneath you.
Next decision
- Read Paid ads measurement hub: ROAS, MER, marginal ROAS, and incrementality if the decision depends on interpretation, policy, or trade-offs beyond the raw formula.
- Decide which report owns Account Structure before comparing campaigns, channels, or creative tests.
Where to use this on MetricKit
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.