What metrics matter most in performance marketing?

The metrics that matter are the ones tied to revenue. Cost per acquisition, return on ad spend, conversion rate, lead-to-sale rate and customer lifetime value tell you whether a campaign is profitable. Impressions, clicks and engagement are useful diagnostics but are not results on their own.

Track metrics at each stage of the funnel so you can see where the problem is. A low click-through rate points to weak creative, a low conversion rate suggests the landing page or offer, and a poor lead-to-sale rate suggests lead quality or sales follow-up.

Set targets before you start so that you can judge honestly.

The core metrics to watch:

• Cost per acquisition: what a customer or lead costs
• Return on ad spend: revenue earned per dirham spent
• Conversion rate: visitors who take the action
• Lead-to-sale rate: how many leads become customers
• Customer lifetime value: total worth of a customer
• Payback period: how quickly spend is recovered

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