Document Type: Reference
Status: Active
Version: v1.1
Authority: Affiliate Brain
Applies To: Affiliate Brain campaign monitoring, signal interpretation, funnel performance visibility, and scaling-readiness observation
Parent: Affiliate Brain Canon
Last Reviewed: 2026-03-14
Purpose
This document defines the operational performance indicators used to evaluate campaign behaviour during testing and scaling within Affiliate Brain.
These metrics allow MWMS operators to quickly interpret:
• ad performance
• funnel behaviour
• signal quality
• revenue potential
• scaling readiness
Dashboard metrics do not allocate capital.
They support interpretation of campaign behaviour and help maintain disciplined monitoring.
Scope
This reference applies to:
• Affiliate Brain dashboard monitoring during testing
• signal ladder interpretation
• operational visibility during campaign progression
• funnel and creative performance observation
• scaling-readiness review
This document defines which metrics should be visible and how they should be interpreted.
It does not govern:
• capital allocation approval
• Velocity rulings
• kill-rule enforcement
• stage advancement authority
• live campaign execution decisions
Those remain governed by Affiliate Brain Canon, Velocity Decision Engine, Kill Rules, and Stage Progression Protocol.
Definition / Rules
Position in Affiliate Brain Flow
Offer Intake
↓
Offer Intelligence
↓
Market Context
↓
Tracking Governance
↓
Research Intelligence
↓
Authority and Narrative Intelligence
↓
Structural Signal Audit
↓
Intent Declaration
↓
Velocity Decision Engine
↓
Testing Definition Protocol
↓
Phase 4 – Structured Testing
↓
Stage Progression Protocol
↓
Controlled Scaling Protocol
↓
Dashboard Metrics (Operational Monitoring)
Core Principle
Campaign decisions must rely on signal behaviour.
Affiliate funnels generate a hierarchy of signals:
Engagement → Intent → High Intent → Revenue
Each stage of this signal ladder reveals a different component of campaign performance.
Primary Dashboard Metrics
The following metrics must be visible during testing.
1. Cost Per View (CPV)
Definition:
Cost per video view.
Typical range:
$0.03 to $0.10
Interpretation:
Low CPV indicates efficient traffic acquisition.
High CPV may indicate:
• weak creative hook
• poor targeting
• strong competition
2. Click Through Rate (CTR)
Definition:
Percentage of viewers who click the call-to-action.
Healthy range:
0.8% to 3%
Interpretation:
Low CTR suggests weak ad creative or hook.
High CTR indicates strong audience interest.
3. Cost Per Intent Signal
Definition:
Cost per primary optimisation signal.
Examples:
• CTA click
• buy button click
Typical range:
$1 to $3
Interpretation:
Rising cost indicates declining traffic relevance or creative fatigue.
4. High Intent Rate
Definition:
Percentage of intent signals that become high-intent signals.
Example:
CTA click → Order page visit
Healthy range:
20% to 40%
Interpretation:
Low high-intent rate indicates funnel friction.
Possible causes include:
• weak bridge page
• misleading ad hook
• slow page load
• poor VSL opening
5. Order Page Rate
Definition:
Percentage of visitors reaching the order page.
Typical range:
5% to 15%
Interpretation:
Low rate indicates funnel persuasion issues.
6. Cost Per High Intent Event
Definition:
Cost per order page visit or checkout interaction.
Typical range:
$5 to $15
Interpretation:
Increasing cost indicates weak funnel conversion efficiency.
7. Cost Per Acquisition (CPA)
Definition:
Average cost per confirmed purchase.
Interpretation:
CPA must be compared with affiliate payout.
Healthy condition:
CPA < Payout
If CPA exceeds payout, the campaign is unprofitable.
Signal Ladder Health
Campaign performance must follow the signal ladder.
Healthy pattern:
Traffic
→ Engagement signals
→ Intent signals
→ High-intent signals
→ Revenue signals
Broken pattern example:
Traffic
→ Engagement signals
→ Intent signals
→ no high-intent signals
This indicates funnel friction.
Creative Fatigue Signals
Indicators of creative fatigue include:
• declining CTR
• rising signal costs
• decreasing engagement signals
When fatigue appears:
• introduce new creatives
• refresh hooks
• adjust messaging
Scaling Signals
Campaigns may qualify for scaling when:
• CTR remains stable
• intent signal costs stabilise
• high-intent signals appear consistently
• CPA approaches payout level
• revenue signals repeat
Warning Signals
Operators must investigate campaigns when:
• signal costs increase rapidly
• engagement drops sharply
• high-intent signals disappear
• revenue signals stop appearing
These signals indicate campaign instability.
Dashboard Interpretation Rule
Dashboard metrics assist interpretation.
They do not override:
• Velocity Decision Engine
• Kill Rules
• Stage Progression Protocol
Capital allocation decisions must still follow Affiliate Brain governance.
Architectural Role
Dashboard Metrics provide real-time visibility into campaign performance.
They allow operators to understand:
• traffic quality
• funnel performance
• conversion behaviour
• scaling readiness
They support informed decisions during testing and scaling.
Change Log
Version: v1.1
Date: 2026-03-14
Author: MWMS HeadOffice / Affiliate Brain
Change: Rebuilt page to align with MWMS document standards. Added standardised document header, replaced Linked Canon and Last Updated with compliant metadata, introduced Purpose / Scope / Definition / Rules structure, normalised section formatting, and preserved the original dashboard metric logic.
Version: v1.0
Date: 2026-03-07
Author: Affiliate Brain
Change: Initial creation of Affiliate Brain Dashboard Metrics. Defined key operational metrics including CPV, CTR, intent signal cost, high-intent rate, order page rate, CPA, and signal ladder health indicators.
END – AFFILIATE BRAIN – DASHBOARD METRICS v1.1