20 Marketing Metrics Every Marketer Should Track

Most marketers don’t have a traffic problem.

They have a metrics problem.

I’ve worked with teams that were generating:

• thousands of clicks
• decent traffic
• even leads

…but still couldn’t scale.

Why?

Because they were tracking everything, except what actually mattered.

At one SaaS company I worked with, they were obsessed with traffic growth.

They had grown from 10,000 to 50,000 monthly visitors.

Sounds great, right?

Revenue barely moved.

When I looked deeper, the issue was obvious:

• Conversion rate was weak
• CAC wasn’t tracked properly
• LTV wasn’t even calculated

Once we fixed just 3 core marketing metrics, revenue went from:

₹8L/month → ₹22L/month in ~4 months

No crazy hacks. Just better metrics.

In this blog, I’ll walk you through the 20 marketing metrics I personally track when working with companies, and how they actually impact growth.

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Key Takeaways

If you only remember a few things from this:

• I don’t treat all marketing metrics equally, only a few drive revenue
• Conversion rate and LTV are the biggest multipliers
• CAC decides whether you scale or shut down campaigns
• Traffic without conversion is just wasted opportunity
• The real leverage comes from optimizing the entire funnel

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Why I Focus on These Marketing Metrics

I’ve learned this the hard way:

More data doesn’t mean better decisions.

The right marketing metrics simplify everything.

When I step into a new project, I don’t ask:

“How much traffic are you getting?”

I ask:

• What’s your CAC?
• What’s your conversion rate?
• What’s your LTV?

Because once I know these, I can almost always predict what’s broken.

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Acquisition Metrics

These tell me how efficiently we’re bringing people in.

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1. Customer Acquisition Cost (CAC)

This is always my starting point.

CAC = Total Marketing Spend / Customers Acquired

Real Example

I worked with a SaaS company where CAC was around ₹7,000.

Their LTV? ₹9,000.

Margins were razor thin.

We optimized:

• targeting
• landing pages
• funnel drop-offs

CAC dropped to ₹4,500.

Same traffic. Completely different business.

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2. Cost Per Click (CPC)

Most teams try to reduce CPC.

I don’t.

I ask:

“Is this click profitable?”

I’ve seen campaigns with ₹100 CPC outperform ₹20 CPC, because they converted better.

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3. Click-Through Rate (CTR)

CTR tells me if the first impression is working.

If CTR is low, I immediately look at:

• ad copy
• targeting
• positioning

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4. CPM (Cost Per 1000 Impressions)

Useful for brand campaigns.

But I never evaluate it in isolation.

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5. Traffic Growth Rate

This shows momentum.

But I always pair it with conversion metrics.

Because:

Growing traffic with poor conversion just scales inefficiency.

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Conversion Metrics

This is where I spend most of my time.

Because this is where money is made or lost.

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6. Conversion Rate

Conversion Rate = Conversions / Visitors × 100

Real Example

One ecommerce brand I worked with:

• traffic: ~20,000/month
• conversion rate: 1.8%

We improved UX + checkout.

Conversion rate → 3.2%

Revenue almost doubled without increasing traffic.

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7. Lead Conversion Rate

Visitors → leads

If this is low, your messaging is broken.

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8. Sales Conversion Rate

Leads → customers

This tells me:

• quality of leads
• sales efficiency

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9. Cost Per Lead (CPL)

I’ve seen businesses scale ads aggressively without tracking CPL.

That always ends badly.

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10. Funnel Conversion Rate

This is where most insights come from.

Example:

Stage	Conversion
Visitors → Leads	8%
Leads → Customers	15%

Now I know exactly where the drop is.

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Revenue Metrics

This is where decisions get serious.

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11. Customer Lifetime Value (LTV)

LTV = Average Revenue × Customer Lifespan

Real Example

One SaaS company increased LTV by improving retention from 6 months → 10 months.

Revenue per user increased ~65%

No new acquisition needed.

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12. ROAS

ROAS = Revenue / Ad Spend

But I never look at ROAS alone.

I always connect it with:

• margins
• retention

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13. Marketing ROI

This is the ultimate metric.

ROI = (Revenue − Cost) / Cost

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14. Average Order Value (AOV)

Simple but powerful.

Increasing AOV is often easier than increasing traffic.

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15. Revenue Per Visitor (RPV)

This combines:

• traffic quality
• conversion
• monetization

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Retention Metrics

This is where most businesses underperform.

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16. Churn Rate

Churn = Customers Lost / Total Customers

Even a 1–2% improvement here can change the entire business.

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17. Customer Retention Rate

Opposite of churn.

Higher retention = higher LTV.

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18. Repeat Purchase Rate

Critical for ecommerce.

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19. Payback Period

This tells me how fast I recover CAC.

Example:

CAC = ₹10,000
Monthly revenue = ₹2,000

Payback = 5 months

If this is too long, scaling becomes risky.

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20. Engagement Rate

Important for content + social.

But I only care about it if it connects to conversions.

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How These Marketing Metrics Work Together

I don’t look at these metrics individually.

I look at them as a system:

Traffic → Conversion → Revenue → Retention

When I audit a business, I’m basically asking:

• Where is the biggest leak?
• Which metric gives the highest leverage?

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Final Thought

Most businesses don’t fail because of bad marketing.

They fail because they don’t understand their numbers.

From everything I’ve seen:

The fastest way to grow is not more traffic,
It’s better decisions based on the right marketing metrics.

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Frequently Asked Questions