The 9 metrics that matter for marketers
14 December 2023
As we approach the end of the year, you're probably eager to discover the marketing metrics that you should be focusing on in the coming year. It can be challenging to determine which metrics deserve your attention and which ones are less important. You may have come across countless metric acronyms, but do you understand what they are and how to properly utilise them?
In this blog post, we will delve into the metrics that truly matter. We will explain why it's essential to track these metrics in the upcoming year.
What do we mean by metric?
Metrics are quantifiable measures used to track and evaluate specific aspects of a marketing campaign. They provide valuable insights into the performance and effectiveness of strategies, helping marketers make data-driven decisions and identify areas for improvement. By analysing metrics, marketers can determine which strategies are driving revenue and allocate resources effectively.
1. Customer Acquisition Cost (CAC)
The Customer Acquisition Cost (CAC) is an important metric that helps marketers understand how much they are spending to acquire new customers. By calculating the CAC, marketers can evaluate the efficiency of their strategies and identify areas for improvement. This metric takes into account the total cost of sales and marketing, including advertising, promotions, and sales team expenses, and divides it by the number of new customers acquired.
A low CAC indicates effective marketing strategies in attracting new customers with low costs. Monitoring CAC regularly helps identify trends and make necessary adjustments for optimisation.
Marketers can calculate CAC by different channels or campaigns to identify the most cost-effective ones. This helps allocate the marketing budget more effectively and focus on high-ROI channels or campaigns. Understanding CAC is crucial for data-driven decisions, strategy optimisation, and resource allocation, leading to increased revenue and business growth.
2. Customer Lifetime Value (CLV)
The CLV metric, also known as Customer Lifetime Value, is a powerful tool that provides marketers with insights into a customer's long-term value. By understanding the CLV, marketers can tailor their strategies to improve customer retention and loyalty, ultimately leading to increased profitability.
When calculating the CLV, factors like purchase value, churn rate, and repurchase frequency are considered. Marketers can identify high-value customers and focus on retaining and upselling them. A high CLV indicates successful customer relationships, demonstrating satisfaction and loyalty. Marketers can develop strategies like personalised campaigns, loyalty programs, and excellent customer service to improve retention and drive long-term profitability.
3. Conversion rate
Conversion Rate is a vital metric that gauges the success of a website or landing page in persuading visitors to take a desired action, whether it's completing a purchase, subscribing to a newsletter, or downloading a resource. By closely monitoring the conversion rate, marketers can pinpoint any obstacles or barriers that may be hindering visitors from taking the desired action. Armed with this insight, marketers can then optimise their website or landing page to improve overall conversions and guide visitors towards the desired outcome with greater effectiveness.
A high conversion rate is a clear sign that a website or landing page is effectively engaging and compelling visitors to take the desired action. It indicates that the marketing message is resonating with the target audience and that the design and user experience of the page are optimised for conversion. On the other hand, a low conversion rate suggests that there may be issues with the messaging, design, or user experience that need to be addressed.
To improve conversion rates, marketers can conduct A/B testing to determine the most effective combination of elements that drive conversions. Optimising the user experience by ensuring a fast, mobile-friendly website with clear navigation and intuitive design also increases conversions. Providing social proof and testimonials from satisfied customers, along with trust symbols, builds credibility and boosts conversion rates.
4. Website traffic
Website traffic is a crucial metric that measures the influx of visitors to a website, including page views, unique visitors, session duration, and bounce rate. High website traffic is essential as it indicates a substantial audience, increasing brand visibility, generating leads, driving sales, and improving search engine rankings.
To increase website traffic and attract a wider audience, marketers can employ a combination of strategies that focus on optimising the website for search engines, utilising social media platforms effectively, creating valuable content, and regularly analysing website traffic metrics.
SEO improves website visibility on search engine results pages. Marketers optimise website structure, meta tags, and keywords to attract organic traffic. Social media platforms reach a wider audience through engaging content. Valuable content, such as blog posts, articles, videos, and infographics, addresses audience pain points and builds trust. Analysing website metrics helps marketers understand the effectiveness and tailor content to meet audience needs.
5. Lead generation
Lead generation is a crucial aspect of any marketing strategy. It involves enticing potential customers to show interest in a product or service and providing their contact information for further communication. This process allows businesses to build a database of potential leads that can be nurtured and eventually converted into paying customers.
To generate leads effectively, marketers offer valuable content like ebooks, whitepapers, webinars, or industry reports in exchange for contact information. Another strategy is using lead magnets, such as free trials or samples, to capture potential customers' interest and encourage them to provide their contact details, increasing conversion chances.
Social media plays a significant role in lead generation. By creating engaging content, businesses can reach a wider audience and encourage them to provide their contact information. Optimising landing pages and forms is essential for maximising lead generation. Clear and concise landing pages, along with streamlined forms, can increase conversion rates. Regularly analysing lead generation metrics helps marketers identify areas for improvement and optimise strategies to generate high-quality leads and increase conversion rates.
6. Marketing Qualified Leads
Marketing Qualified Leads (MQLs) play a vital role in the lead generation process, as they help marketers assess the quality of potential leads. By differentiating MQLs from general leads, marketers can focus their efforts on converting the most promising prospects, ultimately increasing the chances of driving sales and achieving business goals.
MQLs are qualified leads that meet specific criteria, such as demographics, behaviour, engagement, or actions taken on the website. By categorising MQLs, marketers can prioritise their efforts and focus on nurturing the most promising prospects and improving conversion rates and customer acquisition.
To effectively nurture MQLs, marketers can use personalised email campaigns and provide valuable content that addresses their pain points and challenges. Tracking and analysing MQL conversion rates can provide insights for optimising lead nurturing efforts and identifying trends for future marketing strategies.
7. Return on Investment (ROI)
ROI, or return on investment, is a crucial metric that marketers rely on to measure the success and profitability of their campaigns. It compares the revenue generated from a campaign to the costs incurred, providing valuable insights into the effectiveness of the marketing strategies employed.
A positive ROI indicates that the campaign has resulted in a solid return on the investment made. It means that the revenue generated surpasses the costs incurred, resulting in a profitable outcome. This is an ideal scenario for marketers, as it demonstrates that their efforts have paid off and that the campaign has been successful in driving sales or achieving other desired outcomes.
On the other hand, a negative ROI suggests that adjustments or strategy changes are needed. It indicates that the revenue generated from the campaign is not sufficient to cover the costs incurred, resulting in a loss. This may indicate that the marketing strategies employed were ineffective or that the campaign did not resonate with the target audience. In such cases, marketers need to evaluate the campaign, identify areas for improvement, and make necessary adjustments to ensure a positive ROI in the future.
To calculate ROI, marketers need to consider all the costs associated with a campaign, including advertising expenses, production costs, and any other investments made. They then compare this to the revenue generated from the campaign, taking into account factors such as sales, conversions, or other desired outcomes. By analysing the ROI, marketers can determine the profitability of their campaigns and make informed decisions about future marketing investments.
8. Marketing Efficiency Ratio (MER)
Another metric that can provide valuable insights is the Marketing Efficiency Ratio (MER). This metric measures the efficiency of marketing activities by comparing the cost of marketing to the revenue generated. A higher MER indicates that marketing efforts are generating more revenue for every dollar spent, making it a key metric to assess the overall effectiveness of marketing strategies.
The Marketing Efficiency Ratio is a critical tool that allows marketers to evaluate the return on their marketing investment. By calculating the MER, businesses can determine the efficiency and profitability of their marketing campaigns. This metric goes beyond just looking at revenue and expenses; it provides a deeper understanding of how well the marketing strategies are performing.
Finally, Revenue/Profit is a crucial metric that directly measures the financial success of a marketing campaign. By tracking the revenue and profit generated, marketers can evaluate the effectiveness of their strategies and make informed decisions about future investments.
Revenue refers to the total income generated from the sale of products or services, while profit represents the amount left after deducting all expenses from the revenue. These metrics provide valuable insights into the overall financial performance of a marketing campaign, allowing marketers to assess the return on investment (ROI) and determine the profitability of their efforts.
Tracking revenue and profit helps marketers understand the impact of their strategies and identify the most profitable campaigns. By analysing the financial returns from different marketing initiatives, marketers can optimise their strategies and focus on the most effective ones. Revenue and profit metrics also evaluate campaign efficiency and cost-effectiveness, using the marketing efficiency ratio (MER) to gauge effectiveness. Tracking revenue and profit is essential for evaluating overall campaign success and making informed decisions for future initiatives.
Get your metrics into speed drive
Metrics are essential tools for marketers to evaluate the success of their strategies and make data-driven decisions. By understanding and analysing these metrics, marketers can optimise their efforts, allocate resources effectively, and ultimately drive business growth. So, if you're a marketer, it's crucial to pay attention to these metrics and leverage them to achieve your marketing goals.
If you need help to increase your metrics or want to improve your marketing campaign, reach out to our pit crew. We are experts in getting clients over the line for digital creative advertising.