Analytics
What to Track When Measuring Marketing Performance
Marketing analytics fails in two directions. Either nothing is tracked, or everything is - and a dashboard with forty numbers on it is the same as no dashboard, because nobody can tell which one moved for a reason. The short list Reply rate, per channel - the clearest signal that a message landed. Conversion rate from conversation to order. Revenue per campaign, not per send. Repeat purchase rate, which is the slowest number to move and the most worth moving. Time to first response, because it predicts most of the above. What to ignore Impressions, follower counts and open rates are diagnostics, not outcomes. They are useful for explaining why a number moved and dangerous as the number itself - open rate in particular has been unreliable since inbox providers began pre-fetching images. Pick a cadence and hold it Weekly for campaign activity, monthly for revenue and repeat rate. Checking a slow metric daily produces noise, and reacting to that noise is how teams end up rewriting a strategy that was working.