7 Marketing Metrics You SHOULD Be Tracking

1. Sales Revenue

How much inbound revenue did marketing bring in?

This is so important to understand how each channel is performing. There is no point investing in a marketing channel that brings in no revenue.

If you are a SaaS company, you need to track Monthly Recurring Revenue and Annual Recurring Revenue that marketing brings in. 

2. Cost Per Acquisition (CAC)

How much does it cost to acquire a customer?

This is not how only much you spent on the marketing campaign.

Calculating CAC for inbound includes:

• Employees (Marketing/Sales/Inbound SDR Team)
• Technology and Software Used
• Marketing budget Used

3. MQLs

How many qualified leads did marketing deliver to sales?

This can be determined by lead scoring and grading.

Track these leads by funnel source. 

For example:

• MQLs From Facebook Ads
• MQLs From Google Ads

4. Funnel Conversion Rates

How is each inbound source converting down funnel?

How many leads, opportunities and sales does each source produce?

This is important to see how each source is performing down funnel. Just because the Cost Per Acquisition of a lead was low doesn’t mean the cost per app or sales was not high.

This is a good way to track how each channel is performing.

Calculations:

Total Opps/Total Leads = Lead to Opp Conversion

Total Deals/Total Leads = Lead to Sale Conversion

Total Deals/Total Opps = Opp to Sales Conversion

5. Time to Touch 

How long are Sales or SDRs taking to reach out to a new MQL?

According to a Velocify survey, lead conversions are 391 percent higher if you call within a minute of an online inquiry. Waiting an additional minute drops that to 120 percent, and if you wait an hour, it drops to a low 36 percent. 

This is a super important metric to track to ensure high conversions of your marketing leads.

SPEED TO LEAD

Calculation:

Time of first touch - time lead came in at (in minutes)

6. Customer Lifetime Value (CLTV)

What is the average amount of money a customer is spending during the lifetime with your company?

CLTV is the average revenue that you will collect from a customer before they churn from your product or service. 

CLV can give a clear indication as to whether or not you have a sound strategy for business growth. 

Calculation:

CLTV= (ARPU * gross margin) / Customer churn rate 

7. Unique Monthly/Yearly Visitors

Unique visitors are the individuals that come to your website in a given timeframe—not to be confused with sessions.

Google Analytics, a free tool, is one of the best ways to track unique visitors.

It’s important to track unique visitors rather than just reporting on traffic. Seeing growth in unique visitors indicates that your audience is growing and that your content is resonating with them.