If you’re running campaigns but not sure what marketing metrics truly matter, you’re not alone. In a world full of dashboards—Google Analytics, Meta Ads Manager, Google Ads, CRMs—it’s easy to get lost in the noise. But here’s the truth: great marketing isn’t just about getting attention. It’s about measuring performance with purpose.

Whether you’re managing paid media, building brand awareness, or scaling customer acquisition, tracking the right data makes all the difference. Here’s how to focus on the five key marketing metrics that actually drive results.

Why Tracking the Right Marketing Metrics Matters

Marketing without measurement is just guesswork. You need to know not only how your campaigns are performing—but whether they’re profitable, sustainable, and aligned with your business goals. When you track the right metrics, you unlock insights that help you optimize campaigns, allocate budget wisely, and scale smarter.

Here’s what the right marketing analytics can do for your brand:

• • • Reveal which channels actually drive results

    • Identify where you’re wasting budget

    • Pinpoint the most valuable customer segments

    • Improve ad creative and user experience

    • Help you grow with confidence, not gut feelings

1. Customer Acquisition Cost (CAC)

Start by understanding how much it costs to acquire a single customer. Your CAC includes all marketing and sales expenses—media spend, software, labor—divided by the number of new customers gained.

A high CAC may mean you’re spending inefficiently, while a low CAC relative to your customer lifetime value (LTV) is a good sign you’re on the right path.

Track CAC in:

• • • Your CRM or analytics dashboard

    • By channel in Meta Ads Manager, Google Ads, and GA4

2. Customer Lifetime Value (LTV)

LTV tells you how much revenue a customer brings in over their full relationship with your business. This metric helps you decide how much you can afford to spend to acquire a customer—and whether your current CAC is sustainable.

If your CAC is $50 and your LTV is $300, you’re in good shape. But if it’s the reverse, it’s time to rethink your strategy.

Track LTV in:

• • • Your CRM (e.g. HubSpot, Salesforce, Klaviyo)

    • E-commerce platforms like Shopify or Stripe

3. Cost Per Acquisition (CPA)

CPA measures how much you’re paying for a desired action—whether that’s a purchase, lead, app install, or newsletter sign-up. It’s one of the most important performance metrics in paid media.

Unlike CAC, which includes total costs, CPA is often tied directly to ad spend. It helps you evaluate campaign-level efficiency.

Track CPA in:

• • • Google Ads and Meta Ads Manager dashboards

    • Google Analytics (using events and conversions in GA4)

4. Conversion Rate (CVR)

Your conversion rate shows how many users take action after landing on your website, ad, or landing page. If traffic is high but conversions are low, something’s not clicking—whether it’s the creative, messaging, or user experience.

Improving conversion rates often delivers one of the fastest and most cost-effective performance lifts.

Track CVR in:

• • • Google Analytics (GA4)

    • A/B testing platforms like Google Optimize or VWO

    • Ad platform reports (Meta, Google, TikTok)

5. Return on Ad Spend (ROAS)

ROAS tells you how much revenue you earn for every dollar you spend on advertising. It’s the ultimate paid media efficiency metric—and one that CFOs love.

But be careful: platform-reported ROAS can be inflated due to attribution limitations. Always cross-reference with your actual sales data or CRM to verify true return.

Track ROAS in:

• • • Meta Ads Manager and Google Ads dashboards

    • GA4 (Revenue by Source/Medium)

    • Backend sales platforms or e-commerce data

Final Thoughts: Data-Driven Marketing Is Smart Marketing

There are endless metrics you could track. But if you’re looking to simplify, sharpen, and scale your marketing strategy, these five—CAC, LTV, CPA, CVR, and ROAS—are the non-negotiables.

They help you move beyond vanity metrics and focus on what actually drives impact. Whether you’re managing $5,000 or $5 million in spend, understanding these numbers gives you the confidence to grow.

Need help setting up tracking or optimizing your analytics strategy?

Let’s connect. We can optimize your Social Media Campaigns, Tag your E-commerce Website, and more!