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How do I set goals and metrics?

Your Main KPI - For eCommerce the main KPI is ROAS, and for Lead Gen the main KPI is CPL.

CPL e-commerce goals KPI calculator lead generation metrics ROAS
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What Can I Afford To Pay For A Lead From Paid Ads?

conversion rate goals lead generation
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Is it possible to run an e-commerce campaign but built as lead generation?

E-commerce Campaigns but built as Lead Generation.

e-commerce lead generation static conversion value
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