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ROAS is a good starting point for measuring ad performance, but it doesn’t tell the full story. Your CEO, CFO, and board don’t just want to know how many dollars came back for every dollar spent. They want to see whether marketing is driving efficient growth, long-term value, and predictable revenue momentum.
When you only report ROAS, you risk sounding like a channel operator instead of a business driver. Here’s how to elevate the conversation by focusing on the five metrics that actually matter in the boardroom and how to surface them automatically inside Adriel.
This is usually the first number your CEO asks for: how much does it cost us to get a new customer?
In Adriel, CAC is automatically calculated once you connect your CRM (HubSpot, Salesforce, Shopify) and paid channels (Google Ads, Meta, LinkedIn, TikTok). You get a blended CAC view across all channels, plus the ability to drill into channel-level CAC to see where your dollars are working hardest.
Example:
March spend: $100,000 → 250 new customers → CAC = $400.
Inside Adriel, you’d see that Google Ads drove 120 customers at $350 CAC, while LinkedIn’s CAC was $700, giving you a clear signal to rebalance spend before next month’s board meeting.
What leadership does next:
When CAC trends down, leadership often approves more budget for that channel. When it spikes, they pause to investigate funnel leaks, creative performance, or sales process bottlenecks.
CAC is only half the picture. The next question every CFO asks is: what are these customers worth over time?
By blending CRM revenue history with customer IDs, Adriel can calculate LTV by cohort, segment, or campaign. This lets you compare short-term acquisition cost with long-term revenue impact without building complicated spreadsheets.
Mini-Story:
A DTC brand using Adriel discovered that although Meta ads had a slightly higher CAC than Google, those customers were 2.5x more valuable over 12 months. They doubled Meta spend and grew overall revenue 35% in one quarter, a decision they wouldn’t have made if they were looking at CAC alone.
Why executives love this pairing:
A healthy LTV:CAC ratio (typically 3:1 or better) gives leadership confidence to scale acquisition spend. A low ratio, on the other hand, tells them to fix retention before pouring more money into paid media.
Once CAC and LTV are in view, executives zoom out to the big picture: what’s the overall return on every dollar we spend, across all channels?
Adriel calculates MER by blending total revenue (from your CRM or Shopify) with total spend (across ads, email campaigns, and more). This gives leadership a single number they can monitor over time without piecing together siloed channel ROAS reports.
Quick Scenario:
If MER drops to 3.0 next month, leadership instantly knows revenue is growing slower than spend and can investigate whether the issue is channel mix, creative performance, or pricing.
MER keeps the team from over-optimizing a single channel at the expense of overall growth. It’s the fastest way for executives to see if marketing is pulling its weight on the P&L.
Efficiency and revenue are important, but speed matters too, especially in B2B. Pipeline Velocity answers the question: how quickly are we turning demand into revenue?
Adriel calculates pipeline velocity automatically when you connect your CRM and map opportunity stages. The dashboard shows how many deals are in pipeline, their average size, win rate, and average sales cycle length. Then it translates that into a dollar-per-day velocity metric.
Example:
50 opportunities × $20K deal size × 30% win rate = $300K in expected revenue.
With a 60-day sales cycle, pipeline velocity = $5,000/day.
When pipeline velocity slows, executives can see whether the bottleneck is lead quality (marketing), conversion rates (sales), or deal cycle length (process). When it speeds up, they can set more aggressive revenue targets with confidence.
Finally, executives want to know: are we keeping and growing the customers we worked so hard to acquire?
Adriel surfaces NRR by combining subscription revenue data (from your CRM or billing system) with expansion and churn records. This reveals whether marketing, sales, and customer success are working together to grow accounts, not just win them.
Example:
Starting revenue: $500K → +$100K expansion → –$50K churn → NRR = 110%.
A high NRR proves strong product-market fit and gives boards confidence to invest. If NRR dips, it’s a signal for leadership to fund retention programs, product enhancements, or customer success initiatives.
When these five metrics live in one dashboard, the conversation with leadership changes. You’re no longer just reporting ad spend, you’re showing how marketing drives efficiency (CAC, MER), long-term value (LTV, NRR), and speed (Pipeline Velocity).
Adriel makes this possible by automatically blending CRM, paid channel, GA4, and email campaign data so you don’t spend hours in spreadsheets before every board meeting. Instead, your team gets real-time, boardroom-ready insights that turn marketing from a cost center into a predictable growth engine the CFO can model against.
