What Facebook KPI's should I be tracking?

Hey there,

I am in a startup (5 people) and I am head of customer support; my companies growth has stalled significantly.

I never looked into it until recently...

IMO my head of growth is clueless and often comments on "Facebook tracking difficulties" for the past 7 months.

The only metrics reported are CTR, CPC, and cost per lead improving. However, I have seen 10K USD a month go out the window without any real reporting of accountability.

No mention of ROAS, return on ad spend, the number of demos booked, or new sales?

CAC is pretty standard, as are the metrics you've mentioned.

Your HoG is correct... iOS 14 was a make or break for a lot of startups.

Have you raised VC money yet?

Just hire an agency that knows what they're doing but this sounds like a mess honestly.

Check that CTR is consistent - odds are that your CTR fell recently on your ad creative
check CPM - if your CTR is the same or better then your cost to show ads (impressions) likely increased
Demo breakdown - age, gender and region level report of the standard metrics.