Reports carry many numbers, but only a few metrics should actually drive your decisions.
CTR (click-through rate) measures creative appeal. Below 0.8% on a conversion objective usually signals weak creative; above 1.5% is good. CPM (cost per thousand impressions) reflects audience competition — steadily rising CPM means saturation.
CPC (cost per click) is useful for comparing ad groups with the same objective. But the deciding metrics are always cost per conversion and ROAS — cheap clicks mean nothing without orders.
A suggested morning routine: compare yesterday's spend to the 7-day average; flag groups whose CTR fell 3 days straight (refresh creative); flag groups whose cost per conversion crossed break-even (cut budget or pause); and scale steady over-performers in small steps.
AdHub.la's analytics page aggregates these metrics daily per ad account, with 30-day trend charts so you see direction, not just one day's numbers.