Stop 08 · Marketing Analytics & DataTopics · 5/11

Marketing KPIs & Metrics

In short

You can measure a hundred numbers. Only a few tell you if marketing is actually working. Picking those few is half the skill.

The recurring vocabulary of any marketing performance conversation — impressions, CTR, conversion rate, CAC, ROAS — knowing these cold lets you report results in language leadership understands.

The blob in a doctor's coat holds a stethoscope and a clipboard with a friendly smile.

Think of it like this

The doctor's quick check-up

A doctor doesn't run every test in the hospital. She checks a few numbers that matter, like blood pressure, sugar and weight, then digs deeper only if one looks off. KPIs are marketing's vital signs.

Watch it happen

From business goal to daily metrics

Goal: grow revenue

KPI: new customers

KPI: CAC

KPI: repeat rate

Conversion rate

Cost per click

Email clicks

1/4Start with what the business wants, in plain words, with a number and a deadline.

The big ideas

What you need to know

KPI vs metric

Every KPI is a metric, but few metrics are KPIs. A KPI is tied to a goal you're accountable for.

Vanity metrics

Likes, impressions and followers feel nice but rarely prove business impact on their own.

Leading vs lagging

Leads this week predict revenue next month. Watch leading signs to act early.

Keep it short

Three to five KPIs per team. If everything is a KPI, nothing is.

How it works

Picking KPIs for a campaign

1
Write the goal
'Get 300 paid sign-ups by March at under ₹400 each.'
2
Choose the KPIs
Paid sign-ups and cost per sign-up. That's it.
3
List supporting metrics
Click rate, landing page conversion, cost per click.
4
Set a review rhythm
Check KPIs weekly, metrics when something changes.

Save yourself the pain

Common mistakes

Oops

Reporting 1 lakh impressions as the main result.

Do this instead

Lead with the outcome the business cares about, then show impressions as supporting detail.

Oops

Tracking 25 KPIs on one slide.

Do this instead

Pick a handful tied to the goal. Put the rest in an appendix.

Your mission

Write a KPI tree

~20 min

Quick check

Which is most likely a vanity metric for an online course business?

Go deeper

1Define each of these key metrics in your own words, with a formula where relevant.
2Practice explaining why a metric moved in terms leadership would care about.
3Learn to distinguish a vanity metric from one that ties directly to revenue.