Marketing Metrics
Common metrics used to judge the success of executing marketing strategy.
- The Magic Number
- Avg Customer Spend
- Customer Acquistion Cost
- Customer Lifetime Value
- New Customers
- Website Visits
Content Strategy
- Publications
- Impressions
- Conversions
Benchmarks
| Metric | Benchmark |
|---|---|
| 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 Rate | The average landing page conversion rate across industries is around 2.35%, but the top 25% are converting at 5.31% or higher. |
| Lead Generation | The 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 Ratio | A good lead-to-customer ratio also varies greatly by industry, but a rate around 20% is often seen as average. |
| Organic Traffic | This 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 Engagement | On Facebook, for example, an engagement rate of over 1% is generally considered to be good. |
| Email Marketing Performance Metrics | Average open rates are generally in the 15-25% range, while click-through rates average around 2.5%. |
| Brand Awareness | This 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: