Marketing Performance Metrics

by Brook Lenox on July 11, 2009

sales-data1Do you dream about acquiring more customers?

If so, you need to be tracking some key numbers.  In this post, I’ll cover some basics and some more advanced pieces of data you should consider tracking.

Before we get into the details, ask yourself an important question:



We marketers track stuff, so that we can determine what works and what doesn’t. In the end, we do more of the stuff that works and less of the stuff that doesn’t.  Make sense?

Basic Metrics

I consider these numbers below a must have for you to run your online or mobile business.

For your website:

  • Visitors – how many unique people visit your website daily, weekly, and monthly
  • Revenue – daily, weekly, and monthly $$$
  • Conversion rate – if 100 people come to your website how many buy?

You may say I’ve oversimplified this first list, but if I could only track three things on my website, these would be it. 

For your iPhone app:

  • Downloads (from App Store reports)
  • Registrants – how many of these people register?
  • Rank – track your apps rank each day
  • Rating – what is your apps rating out of 5 stars?
  • Revenue – from app sales or ad impressions

For online or mobile campaigns:

  • Impressions
  • Clicks
  • CTR (click through rate)
  • Sales
  • Conversion Rate
  • Cost
  • CPA (cost per acquisition)

More Advanced Metrics

So those are the basics. Here are some more advanced metrics that are very important as well.

For your website:

  • Traffic sources
  • Pages per visit
  • Bounce rate – % of people that leave your website without doing anything
  • Average time on site
  • Most clicked links on your homepage
  • Entry/Exit paths
  • Shopping cart abandonment

I find traffic sources to be a very helpful metric to follow for this blog.

For example, I noticed when I first launched, that a website was sending me some traffic.  Knowing that, I now submit all my iPhone related stories to that site. That’s just one way to use data to help you do even better in the future.

For your iPhone app:

  • Comments – what are people saying about your app?
  • Registrants per hour – when you spend ad dollars, does it drive registrants?
  • Rank by hour – when you spend ad dollars, does it help your app store ranking?
  • Upgrade Downloads – when you release a new version, what % upgrade?
  • Revenue – from app sales or ad impressions

For online or mobile campaigns:

  • Tracking CPA across different campaigns
  • Conversions and CPA for individual keyword
  • Conversions and CPA for categories of keywords


Couple of final thoughts:

  • Tracking is key to success
  • Don’t just track, learn
  • Don’t just track & learn, act on what your learning

So there you have it.  Know you know what I know.

{ 1 comment… read it below or add one }

finding a good Denver SEO company June 1, 2014 at 8:53 pm

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