How I Measure It

Understanding what’s working and what’s not working in marketing…should be a critical part of your business’ growth strategy.

It’s very important to measure your marketing efforts, with the goal to increase conversion rates, leads, and profitability.  I am a tracking and measurement guru; every marketing plan I do for clients includes a robust measurement plan.  Understanding what’s working and what’s not working in marketing, otherwise known as your Key Performance Indicators (KPI) should be a critical part of your business’ growth strategy.

There are several measurement pillars I track, with tools such as Google Tag Manager for event tracking, and of course Google Analytics.  I utilize several tools; some within the marketing platforms themselves, and others third-party.  


ROI Goal Calculators3

One of the best ways to plan and project growth is to use ROI calculators. I have developed these below; one for lead generation clients, and the other for ecommerce clients, since the metric categories for each industry type differs. The calculators include three columns; one for base or current KPIs, and two others with options to project a mix of increased traffic and increased conversion rates. I also include Lifetime Value metrics as well as marketing costs separated by media spend and fees. When we have our initial meetings, we’ll review these calculators as well as project and quantify goals for growth.

Lead Generation ROI Calculator

Ecommerce ROI Calculator


KPIs I track, covering most industries and marketing categories3


  • Qualified Leads
  • Cost Per Lead
  • Cost Per Sale
  • Lifetime Value
  • Sales per Channel
  • Average Order Value
  • Share of Voice
  • Conversion Rate: Inquiry to Lead
  • Conversion Rate: Lead to Sale
  • Sales Growth
  • ROI

Paid Search

  • Click Through Rate
  • Cost-Per-Click
  • Quality Score
  • Impression & Click Share
  • Conversion Rate
  • Cost Per Conversion
  • Cost Per Acquistion

Digital Media

  • Click Through Rate
  • Conversion rate
  • Assisted Conversions
  • View Conversions
  • Cost Per Click
  • Cost Per Sale
  • Video View Rate
  • Video Completion Rate
  • Reach & Frequency
  • Gross Impressions

Social Media

  • Followers/Connections
  • Engagement Rate
  • Return on Engagement
  • Website Visits
  • Content/Post Reach
  • Conversion Rate


  • Unique Visits
  • Bounce Rate
  • Page Views
  • Traffic Sources
  • Call Tracking
  • Event Tracking
  • Goal Completions
  • Cart Abandonment
  • Transactions
  • Revenue
  • Conversion Rate
  • SEO: Unbranded organic traffic growth


  • Delivery Rate
  • Open Rate
  • Click-Through Rate
  • Opt-Out Rate
  • Subscriptions
  • Conversion Rate