Metrics That Matter
Most marketing dashboards are filled with vanity metrics that make you feel good but do not indicate business health. Focus on these instead.
Revenue Metrics
- Customer Acquisition Cost (CAC): Total marketing spend / new customers
- Customer Lifetime Value (LTV): Average revenue per customer over relationship
- LTV:CAC Ratio: Should be at least 3:1 for healthy business
- Marketing ROI: (Revenue from marketing - cost) / cost
Website Metrics
- Conversion rate by traffic source (not overall)
- Time on page for key content
- Exit rate on important pages
- Mobile vs desktop conversion rates
Email Metrics
- Revenue per email sent
- List growth rate (net of unsubscribes)
- Click-to-conversion rate (not just open rate)
- Deliverability rate
What to Ignore
- Total website traffic (without conversion context)
- Social media follower counts
- Email open rates (increasingly unreliable)
- Impressions and reach
Reporting Cadence
Weekly: Check for anomalies Monthly: Review trends and adjust tactics Quarterly: Evaluate strategy and major shifts
MetricsROIAnalytics