Marketing Performance Metrics

Marketing Performance

Platform, Activities, Artifacts and Performance Outcomes.

What Are We Actually Measuring?

The berley framework changes what matters:

Traditional Metric	Fishing Equivalent	What It Really Measures
CAC	Cost per fish	Is the berley efficient?
Conversion Rate	Bite rate	Is the hook emotional?
CLTV	Fish size	Are we in the right waters?
Traffic	Fish in the area	Is the berley attracting?
Retention	Fish returning	Is the ecosystem healthy?

The insight: Most marketing metrics measure individual catches. The real leverage is in the fish-ball effect — network effects that compound. Small fish attract big fish. Ecosystem health beats individual campaign performance.

Metric	Benchmark
Return on Investment (ROI)	A positive ROI is generally considered good. Higher ROI means marketing efforts are more effective in generating income relative to cost.
Customer Acquisition Cost (CAC)	Varies by industry. For SaaS, CAC should be recovered in less than 12 months of revenue from a new customer.
Customer Lifetime Value (CLTV)	CLTV should be at least 3x your CAC for a viable business model.
Conversion Rate	Average landing page conversion rate is around 2.35%, top 25% convert at 5.31% or higher.
Traffic-to-Lead Ratio	2-5% is often seen as average.
Lead-to-Customer Ratio	~20% is often seen as average, varies by industry.