Online marketing’s biggest advantage is measurability — you can trace almost every euro to a result. The trap is drowning in metrics. A handful of numbers tell you whether the machine is profitable; the rest are context.
The metrics we hold ourselves to
- ROI & ROMI — the return on your investment and on marketing specifically.
- CPL & CPO — what it costs to earn a lead and, ultimately, an order.
- Conversion rate — how efficiently traffic turns into action.
- LTV — the lifetime value that tells you how much a customer is really worth.
Context beats vanity
A low cost per lead means nothing if those leads never buy. We read metrics together — CPL against LTV, spend against ROMI — so decisions are based on profit, not on whichever number looks best in isolation.
Transparency by default
You should always know what your budget is doing. Clear, honest reporting from day one means no smoke and mirrors — just a straight line from spend to outcome.
ROI vs ROMI vs CPL — so many teams blur these and then argue about the wrong number.
This. Half our reporting disputes were just two teams using different definitions of one metric.
The point about attribution windows is crucial. Change the window, change the ‘winner’.
We finally aligned finance and marketing on ROMI and the budget fights basically stopped.
A dashboard template for these would be amazing. Hint hint. 🙂