Marketing metrics matter

But alone, they're pointless

Here are the 6 marketing metrics that you should track together:

1/ Volume and Quality

As volume goes up, quality goes down

Getting more traffic? Watch the conversion rate drop

Getting higher conversion rate? You're probably focused on converting bottom of funnel visitors

And there's way fewer of them

Most common mistake:

Optimizing for volume first

Instead, optimize for quality

Example: pursue ranking for organic keywords that have low search involvement yet signal higher purchasing intent

Focusing on customer pain points with content like competitor comparison pages has huge value

Fewer people read – but more people convert

2/ Budget and Cost of Acquisition

Expect to spend more on advertising and get lower CPAs?

Often, the opposite happens

Why? Well...

Increasing ad spend often exposes you to new markets where people don't know you

Lack of recognition > lower trust > CPA increases

Example: high ACV products ($10K) that take ~9 months to sell

By month 3 of campaign, people wonder why they haven't had new leads

It's because customers want to know they're going to make the right choice.

So you have to spend over a longer period of time to get them to buy

3/ Engagement Rate and Conversion Rate

False: higher engagement leads to more conversions

But people who are engaged by your content won't necessarily be the right fit customers

Example: you write a list article about the 'productivity methods' because you sell a to-do list app

There's huge interest in being more productive so you'll likely get a lot of engagement

But people who have are interested are likely to have a product in mind already

Good for generating brand awareness:
- Infographics
- Charts
- Studies
- Lists

Good for conversion:
- Pain point pages
- Comparison content
- Product pages
- Webinars

Beware: Your marketing will fail if you don't have the fundamentals right

The fundamentals of marketing are
- Positioning
- Value propositions
- Messages
- Calls to action

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