How many KPIs should I track?

Aim for five to eight core KPIs so the dashboard stays focused and actionable.

Which metric should I prioritise first?

Start with a KPI that directly links to revenue or retention, such as conversion rate or repeat purchase rate.

How often should marketing metrics be reviewed?

Review weekly for performance changes and monthly for trend-based decisions.

Marketing Metrics That Matter | Sugarsnap Digital

Why Vanity Metrics Fail

Likes, impressions, and followers can look impressive, but they rarely prove business impact. If a metric does not link to revenue, retention, or profit, it is decoration, not direction.

True performance tracking requires discipline. It means ignoring numbers that look good in favor of numbers that tell the truth.

Executive Summary

Focus on KPIs tied to revenue, retention, and profitability. Keep dashboards short, set targets, and review weekly so decisions are driven by outcomes, not vanity metrics.

Marketing KPIs That Drive Growth

Choose metrics that answer clear business questions. If you are unsure where to begin, start with retention and revenue metrics.

Acquisition Metrics

Cost per lead

Conversion rate

Customer Acquisition Cost (CAC)

Engagement Metrics

Email open & click rates

Website engagement time

Landing page conversion

Retention Metrics

Repeat purchase rate

Customer Lifetime Value (CLV)

Churn rate

Revenue Metrics

Average Order Value (AOV)

Revenue per customer

Campaign ROI

How to choose the right KPIs

Ask four questions before you track a metric:

✓ Does it link to revenue or retention?
✓ Can we influence it directly?

✓ Can we measure it consistently?
✓ Does it guide a decision or action?

If the answer is no to any of these, drop the metric and focus on what moves the business.

Building a Useful Marketing Dashboard

A good dashboard is short, consistent, and decision-led. Aim for five to eight core metrics.

Clutter is the enemy of insight. If a dashboard takes more than thirty seconds to understand, it is too complex.

Show weekly performance with monthly trend lines
Include targets so the team knows what good looks like
Use comparisons (week vs week, month vs month)
End with action points, not just charts

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The 5-Minute Rule

Your weekly marketing review should identify problems or opportunities within 5 minutes.

If you are spending an hour interpreting data, your metrics are not clear enough.

Common Mistakes to Avoid

Tracking everything

Data overload leads to analysis paralysis. Measure less, but act more.

No context

Numbers without benchmarks mean nothing. Always compare against targets or history.

Platform focus

Don't just look at Facebook or Google ads data. Look at your actual bank revenue.

Ignoring retention

Acquisition is exciting, but retention pays the bills. Track repeat rates religiously.

Changing KPIs

Consistency builds trends. Don't swap metrics every month or you lose the story.

Action Plan: 5 Steps to Better Metrics

Define your business goals

Be clear on what success looks like for the next quarter.

Select KPIs that connect

Choose 5-8 metrics that directly influence those goals.

Set realistic targets

Benchmark them monthly so you know if you are winning.

Review results weekly

Don't wait for the end of the month. Act on gaps immediately.

Optimise based on outcomes

Shift budget and effort towards what is actually driving revenue.

If results feel flat

Revisit the common mistakes section before changing your KPIs.

Read Loyalty Guide Read CLV Guide

Marketing Metrics That Matter