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Marketing Metrics

Tables | Mind Map | Trends

Common metrics used to judge the success of executing marketing strategy.

Content Strategy​

  • Publications
  • Impressions
  • Conversions

Benchmarks​

MetricBenchmark
Return on Investment (ROI)A positive ROI is generally considered good. However, a higher ROI means that the marketing efforts are more effective in generating income relative to cost.
Customer Acquisition Cost (CAC)This varies by industry and business model, but lower is generally better. For SaaS businesses, a common benchmark is that CAC should be recovered in less than 12 months of revenue from a new customer.
Customer Lifetime Value (CLTV)In general, your CLTV should be at least 3 times your CAC for a viable business model.
Conversion RateThe average landing page conversion rate across industries is around 2.35%, but the top 25% are converting at 5.31% or higher.
Lead GenerationThe volume of leads generated isn't as important as the quality or conversion rate of leads. However, you should aim to have a steady influx of new leads to keep your sales pipeline healthy.
Traffic-to-Lead Ratio (Visit-to-Lead)This can vary widely, but a rate around 2-5% is often seen as average.
Lead-to-Customer RatioA good lead-to-customer ratio also varies greatly by industry, but a rate around 20% is often seen as average.
Organic TrafficThis is dependent on the competitiveness of your industry and SEO efforts, but an increasing trend in organic traffic over time is usually a good sign.
Social Media EngagementOn Facebook, for example, an engagement rate of over 1% is generally considered to be good.
Email Marketing Performance MetricsAverage open rates are generally in the 15-25% range, while click-through rates average around 2.5%.
Brand AwarenessThis is hard to quantify, but you can look at metrics like direct website traffic, branded search volume, or social media mentions as proxies.

Variation​

Benchmark targets vary depending on:

Schema​