Awareness
Do the right people notice and remember us?
Reach, aided awareness, share of search
The working reference
Metrics and frameworks without the fog
Quick formulas and planning prompts for reading a dashboard, writing a brief, or asking better questions in the room.
Formula sheet
Start with the denominator
Before comparing a rate, confirm what counted, what was eligible, the time window, and the attribution model.
MetricFormulaWhat it helps answer
CTRClicks ÷ impressions × 100How often an impression produces a click
Conversion rateConversions ÷ eligible visits × 100How often the measured audience completes an outcome
CPCAd cost ÷ clicksAverage media cost for each click
CPMAd cost ÷ impressions × 1,000Cost to deliver one thousand impressions
CPAAd cost ÷ acquisitionsAverage media cost per defined acquisition
ROASAttributed revenue ÷ ad costRevenue attributed for each advertising dollar
Email click rateUnique clickers ÷ delivered emails × 100Share of delivered recipients who clicked
Retention rateRetained starting customers ÷ starting customers × 100Share of a cohort that remains after a period
Funnel check
Match the metric to the job
A healthy report includes the business outcome and the leading signals that help explain it.
Consideration
Do they understand and evaluate the offer?
Engaged visits, content depth, product views
Conversion
Do they complete the primary action?
Purchases, qualified leads, conversion rate, CPA
Activation
Do new customers reach meaningful value?
Setup completion, first value event, time to value
Retention
Do they continue receiving enough value to stay?
Repeat purchase, renewal, churn, retention rate
Campaign hygiene
Name links so future-you can read the report
Use a shared lowercase convention for source, medium, campaign, content, and term. Keep names stable, human-readable, and free of personal data.
sourcelinkedin+mediumpaid_social+campaignq3_report
Before you decide5 checks
- Is the metric tied to the actual objective?
- Is the formula defined and unchanged?
- Is the comparison period fair?
- Is tracking complete enough for this decision?
- What action changes if the number moves?