Marketing performance metrics are data points used to measure the success of marketing campaigns and show how well they are tracking toward key performance indicators (KPIs).
These metrics are among the most important elements of any campaign. They give marketing teams a clear picture of how their strategies perform over time and help them understand how to optimize their existing campaign efforts and adjust their plans.
Examples of relevant marketing performance metrics include:
- Conversion rate
- Return on investment (ROI)
- Customer lifetime value (CLV)
- Cost per lead (CPL)
- Bounce rate
- Number of MQLs
- Number of SQLs
The relevant marketing metrics will vary between campaigns and channels. For example, marketers may track click-through rates (CTR), content downloads, or the number of qualified leads through form submissions to monitor content marketing performance. When it comes to paid advertising, teams can focus on return on ad spend (ROAS), cost per click (CPC), or cost per acquisition (CPA). The selected metrics should be tightly connected to the company’s business goals.
