Success Metrics



10 Marketing Metrics You Should Know About

Life is filled with milestones that let us know we’re on the right path; graduating from university, landing a new gig, or obtaining the Guinness World Record for the most consecutive sneezes are all prime examples. 

Business is no different. Metrics are the milestones of the business world — they’re one part of the strategy keeping companies moving forward. Measuring the right metrics will help you meet your goals, as goal-setting frameworks like OKRs rely on metrics for success. We share 10 of our favourite marketing metrics and explain how you can use metrics to set OKRs.

10 examples of marketing metrics

Let’s get into the nitty-gritty. Here are 10 examples of marketing metrics and why they’re important.

1. Conversion rate

Conversions are a huge part of the marketing effort. They refer to desirable actions visitors make on your site, like purchasing or subscribing.

Why it matters

As a marketer, tracking conversions can tell you how well your strategies attract leads. If your desired action is to attract buyers to your site, your conversion rate will let you know whether or not you’re successful. If not, it will allow you to rethink your campaign or strategy.

2. Lead generation rate

Lead generation rate refers to the percentage of people interacting with your brand who become potential customers. 

Why it matters

With campaigns on multiple platforms, the lead generation rate provides insight into which channels are performing best. This metric can also be used to evaluate your marketing efforts and how they impact the quantity and quality of leads you generate.

3. Brand mentions

Brand mentions are references to your company online or in other media. Mentions can occur on the news, in blog posts and in online reviews.

Why it matters

Monitor your brand mentions to see who is sharing your content. The more positive mentions of your brand in media, the more trustworthy and legitimate your brand will appear. Unfavourable mentions can also be beneficial by offering objective feedback and insights into your brand’s reputation.

4. Customer Acquisition Cost (CAC)

Customer Acquisition Cost (CAC) describes how much your business pays to generate a customer. The lower the CAC, the better.

Why it matters

This metric is valuable because it helps marketers optimise their spending on lead generation and prioritises the best-performing customer acquisition channels. Potential investors can also gauge your business's scalability by using this metric.

5. Customer Lifetime Value (CLV)

Customer Lifetime Value (CLV) is a metric that estimates the total revenue your business can make from a customer over their lifetime.

Why it matters

Your CLV will help you understand the financial return on your investments. It offers a peek into your business's long-term health and profitability. By nature, CLV reveals the bigger picture, proving insights beyond short-term metrics easily affected by environmental factors.

6. Return on Ad Spend (ROAS)

Return on Ad Spend (ROAS) tracks how much revenue an advertising campaign generates versus how much it costs to run. It’s presented as a ratio.

Why it matters

ROAS provides businesses with a way to evaluate each campaign's financial performance. By examining each campaign individually, a business can identify their most profitable ads and scale those to maximise results.

7. Organic traffic

Organic traffic refers to the amount of traffic your website receives from search engine results pages (SERPs), excluding paid traffic. A digital marketer will usually have both paid and organic traffic strategies.

Why it matters

Organic traffic measures the progress and success of SEO efforts in digital marketing. More organic traffic may indicate the productivity of your site’s content and user experience. Less organic traffic could suggest it’s time to rethink your SEO strategy.

8. Social media engagement rate

Your social media engagement rate defines how many customers interact with you on social media. Likes, reactions, comments, messages, tags or mentions are all examples of engagement.

Why it matters

This metric measures how actively your audience engages with your content and how effective your brand campaigns are. High engagement rates indicate strong, positive brand awareness. Lower engagement rates may suggest you need a better social media strategy.

9. Share of Voice (SOV)

Share of Voice (SOV) is how visible you are in the market compared to the competition. Determine SOV by calculating your brand’s visibility over total potential visibility.

Why it matters

Share of Voice is a useful tool to evaluate your marketing strategy. A strong SOV positions your brand well in the eyes of your peers. If your competitors have more SOV, you can analyse their success strategies.

10. Net Promoter Score (NPS)

Customer satisfaction is measured by a business's Net Promoter Score (NPS). It also measures the likelihood your customers will refer your products or services to a friend.

Why it matters

Monitor your Net Promoter Score during and after a marketing campaign to gain insight into how many promoters — or people endorsing your products/services — you have. An increase in your brand's NPS may indicate your marketing campaign was a success.

Why are marketing key metrics important?

The key reason we use marketing metrics is simple — to see how we’re progressing.

Use marketing metrics to see where you’re doing well and, more importantly, where there’s room to grow. Visibility is powerful, but it’s what comes after that drives success. After you’ve determined your direction, it’s time to start implementing your strategy — and what better way than with OKRs?

What are OKRs? The Objectives and Key Results (OKRs) methodology is a goal-setting strategy that propels businesses forward. Using OKRs, your marketing metrics guide your objectives. 

How to use marketing metrics in Tability

Using marketing success metrics to identify room for improvement is a great first step toward business progress. Writing OKRs is an even better next step. But it’s the part after that where dreams become a reality. Implement your success plan with the help of OKRs software like Tability

With Tability, you can easily create, track and share your OKRs. Tability supports team buy-in with easy-to-use tools and weekly check-in emails. Sign up for a free trial of Tability today!

Pair your


Metrics with OKRs

Check out our OKRs for


guide, and connect your favorite Success Metrics to objectives you can execute on.

Browse OKRs Examples →

Pair your Success Metrics to OKRs

Check outour OKRs Examples and connect your favorite Success Metrics to an objective you can execute on.

Browse OKRs Examples →


More metrics and KPIs