digital marketing metrics that matter

Digital Marketing Metrics that Matter

{ value }

{ efficacy }

{ spend }

REVENUE METRICSWhen marketing ROI increases,

marketing’s portion of CAC (MCAC) is reduced—improving marketing efficacy

and creating more revenuefrom less investment.

POST-CLICK METRICSWhen CVR increases,CPL decreases and

ROI increases.

PRE-CLICK METRICSWhen CPC decreases and

CTR increases, you get more prospects

in your funnel.

Clicks / Impressions * 100

Total Cost / Number of Leads

CPCCost Per Click

CPLCost Per Lead

Total Period Cost / Customers Acquired in PeriodCACCost to Acquire a Customer

CTRClick Through Rate

( Gain - Cost ) / Cost * 100 ROIReturn on Investment

Converted Visitors / Total Visitors * 100CVRConversion Rate

Digital Marketing Metrics Pyramid

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The PyramidShows the RelationshipBetween traditionally ‘low-level’ metrics and business-changing marketing metrics.

http://www.ioninteractive.com


{ value }

{ efficacy }

{ spend }





ROI increases.



in your funnel.

meet.ioninteractive.com/CAC



CPCCost Per Click

CPLCost Per Lead





Digital Marketing Metrics PyramidOrganizations strive to minimize the cost to acquire a customer. This pyramid shows the key metrics that impact CAC,their formulas and the chain of events that builds value and efficacy in digital marketing.


Revenue MetricsCAC becomes a strategic indicator when used in ratios to judge the scalability of a business.Lower CAC is better. Way better.

CACCost to Acquire a Customer




Holy Grail 101:Use less cents to make more bucks.



{ value }

{ efficacy }REVENUE METRICS

When marketing ROI increases,marketing’s portion of CAC (MCAC)

is reduced—improving marketing efficacyand creating more revenue

from less investment.




ROI is just beneath CACIf you can increase marketing return on investment by getting more business out of equal or lesser spend, you will reduce CAC.Higher ROI is better.

ROIReturn on Investment




Post-Click MetricsDrive Value.




Post-Click MetricsDrive the R in ROI.

ROIReturn on Investment



{ value }


ROI increases.

Total Cost / Number of LeadsCPLCost Per Lead




CVR feeds ROI

CVRConversion Rate

If you can increase your conversion rate—the percentage of people who take marketing’s desired action—you will increase your marketing return on investment.Higher CVR is directly related to higher ROI.



{ value }


ROI increases.





CPL contributes value if…you can reduce CPL by increasing CVR—improving conversion quality while reducing spend.Lower CPL is better—unless quality suffers.

CPLCost Per Lead




CPL naturally goes downwhen—all things being equal—conversion rate goes up.Lower CPL is the result of higher CVR.

CPLCost Per Lead




{ spend }PRE-CLICK METRICSWhen CPC decreases and


in your funnel.

Clicks / Impressions * 100CPCCost Per Click

CPLCost Per Lead


CVRConversion Rate

Spend-focused marketingdelivers spend-focused results.




CPC & CTR improvewhen—all things being equal—the post-click experience is amazing.The post-click experience drives value—in ROI as well as spend.


CPCCost Per Click



{ value }


ROI increases.





Post-Click Focused Marketing Drives ROI-Focused Results.




What CMO doesn’t want more revenue from less investment?




Morereturnfrom less investment.



{ value }

{ efficacy }

{ spend }





ROI increases.



in your funnel.

meet.ioninteractive.com/CAC



CPCCost Per Click

CPLCost Per Lead





Digital Marketing Metrics PyramidOrganizations strive to minimize the cost to acquire a customer. This pyramid shows the key metrics that impact CAC,their formulas and the chain of events that builds value and efficacy in digital marketing.

digital marketing metrics that matter

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