5 Marketing Metrics That Matter: Focus on What Moves the Needle
In the digital marketing world, data is everywhere—but not all metrics are created equal. While it’s easy to get caught up in vanity metrics like likes and impressions, real business growth depends on tracking the numbers that drive decisions and impact ROI. Whether you're running your own campaigns or partnering with a marketing firm like Red Canary Marketing, focusing on the right data points is key to long-term success.
Here are five essential marketing metrics every business should monitor closely:
1. Customer Acquisition Cost (CAC)
Why it matters: CAC tells you how much you spend to gain a single new customer.
How to calculate it: Divide total marketing spend by the number of new customers acquired during a set period.
Pro tip: A high CAC may indicate inefficiencies in your funnel or ad strategy. Optimization can lead to better ROI.
2. Conversion Rate
Why it matters: This metric measures the percentage of users who complete a desired action—filling out a form, making a purchase, or scheduling a call.
How to calculate it: (Conversions / Total Visitors) × 100
Pro tip: A low conversion rate could point to issues with your website UX, copy, or CTA clarity.
3. Return on Ad Spend (ROAS)
Why it matters: ROAS shows how much revenue your ads generate compared to what you spent.
How to calculate it: Revenue from ads ÷ Cost of ads
Pro tip: A low ROAS may signal poorly targeted ads or an ineffective landing page.
4. Website Traffic Sources
Why it matters: Understanding where your website traffic comes from—organic search, paid ads, social media, or referrals—helps you know which channels are working.
Pro tip: Use Google Analytics to dive into channel-specific behavior and double down on your top performers.
5. Email Open and Click-Through Rates
Why it matters: These metrics reflect the effectiveness of your email campaigns and how well your audience is engaging.
Benchmarks: A good open rate is typically 20–30%, while a good click-through rate is 2–5%.
Pro tip: A/B testing your subject lines and CTA buttons can improve these numbers over time.
Final Thoughts
Tracking the right metrics allows you to adjust your strategy in real time and maximize every dollar you invest in marketing. Whether you're just getting started or ready for a full-scale digital overhaul, Red Canary Marketing can help you implement smarter tracking and make data-driven decisions that actually move the needle.