The 4 Marketing Metrics You Should Always Be Reviewing

Less is more

When you constantly look at every metric available, you get a little bit of analysis paralysis. You’re analyzing so much that you become immune to action.

Most metrics you’re tracking aren’t much more than fluff, though. They’re great to bring up at a quarterly meeting to make everyone feel good about the work they’re doing, but when it comes down to it they’re relatively useless.

Despite that, there are some good metrics out there. Here are the 4 you should be tracking, daily.

Traffic

I know a lot of people say this one is actually a fluff metric, but hold tight while I explain.

Your SEO affects your traffic. Your social media affects your traffic. Your paid advertising affects your traffic.

Therefore, if your traffic is down you have an issue with one of these factors.

Customer Acquisition Cost

How much does it cost to acquire a new customer? Has it gone up or down over the past year? Most businesses have no idea.

In order to create scalable, repeatable marketing plans you first have to figure out if the stuff you’re doing is even profitable. Subtracting your CaC from the next metric will help you determine this.

Average Lifetime Customer Value

How much is a customer worth, over the course of their time with you?

Let’s say you sell shaving razors. You make $2 per box, and it cost you $30 to acquire a new customer. At first glance, you’re losing a ton of money.

But, what if your average customer buys a box per month for 5 years? Everyone needs to shave, right?

Now, you’re really making $90 per customer, off that $30 investment.

($2 Per Box * 60 Months) — $30 CaC = $90

Basic, right?

Conversions

How many people are buying things from you? Has this number gone up or down over the past month? Year? It pains me to say it, but a lot of businesses have no idea.

Understand how many conversions you have, what your conversion rate is, and where in the funnel you’re seeing issues. We use Hotjar for this part, and it works incredibly well.

Are there any metrics I missed? Leave a comment below, I’d love to write a follow up post!