In this episode of The Ad Project podcast, Joe and Matt discuss the importance of advertising metrics. They explore the pros and cons of some of the most used advertising metrics such as ACOS and ROAS and emphasize the need to consider alternatives when analyzing advertising performance. Key takeaways: Don't rely on ACOS or ROAS as the sole metrics for evaluating advertising performance. Consider other metrics such as TACoS, Cost per Acquisition, and market share percentage to get a more comprehensive view of effectiveness.Understand the limitations of last touch attribution and how it can skew the results for upper funnel campaigns. Take into account the full customer journey and the impact of different touchpoints when analyzing performance.Consider the lifetime value of customers, especially for products with repeat purchases. Factor in the potential future conversions and the overall profitability of acquiring new customers when setting advertising goals and budgets. Overall, the episode aims to shed light on the various metrics to consider when assessing advertising effectiveness beyond just ACOS and ROAS.