As we head into the Online Performance Measurement module in one of my hashtag#slcmktg courses, I’d love to hear from my network: what one online performance metric matters to you the most?
Metrics that Matter – Beyond Vanity Metrics
Not all marketing metrics are meaningful. High impressions, clicks, or likes might look good, but do they actually drive business success? Here’s what to track instead:
Engagement & Conversion Rates > Impressions & Clicks
Are people taking action, or just scrolling past? Click-through rates (CTR) and conversion rates tell you more than raw traffic numbers.
Customer Retention & Lifetime Value (CLV) > Social Likes
A viral post is great, but are those people becoming long-term customers? CLV helps measure true business impact.
Lead Quality & Funnel Performance > Website Traffic
More visitors don’t always mean more sales. Tracking how traffic converts into leads and customers is key.
Revenue-based Metrics > Email Open Rates
Open rates only show initial interest—look at email-driven revenue and customer acquisition cost (CAC) for real results.
Smart marketing is about measuring what moves the business forward. Which metrics do you focus on the most in your work?
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