How to choose marketing metrics that lead to decisions
A metric is useful only if someone will act differently when it changes. Start from decisions, then pick the numbers.
7 min · Prime Market Solutions Inc
Which numbers should we watch, and what do we do when they move?
Three levels of metrics
- Business outcome — revenue, qualified pipeline, retained customers
- Marketing driver — leads, trials, conversion rate, cost per acquisition
- Channel health — reach, click-through, open rate, frequency
Pick one per level
For each campaign choose one outcome, one or two drivers and a few health signals. More than that and reports become reading exercises. Write next to each metric the decision it informs: 'if cost per trial rises above €X for two weeks, shift budget to the second channel'.
Define before you launch
- Write the exact definition of each metric.
- List the events that must be tracked and who implements them.
- Record a baseline, even a rough one.
- Agree the review rhythm — weekly for channels, monthly for drivers, quarterly for outcomes.
Warning signs
- Metrics nobody can define the same way twice
- Reports with no 'so what' column
- Targets set without a baseline
- Attribution claims stronger than the tracking supports