GROWTH

HACK
STRATEGY
Lead-to-Customer
Conversion Rate
A ratio that shows on average how many leads turn
into paying customers.

Know if your sales process works or not.

Lead Volume
Amount of leads that you are receiving
from campaigns.

Know what programs are the

most effective and conduct real-
time measurements.
Lead Origination
The first contact point for a new lead.

Understand what activities

influence your pipeline.
Marketing-Qualified Lead
A lead that is more qualified to turn over for
sales follow-up because of their activity.

MQLs help sales prioritize lead

follow-up driving more efficient
pipeline creation.
 Organic Search
Results of viewers that visit your
site due to non-paid search results.

Search Engine Optimization (SEO) drives

better organic search results.
Share of Voice
The proportion of the total
audience commanded by a
media group or a brand across
its full range of media activities.

Share of Voice shows where

you rank compared to your
competitors when people talk
about your industry.
Social Interactions
The number of total interactions your social media
account received over a specific time period.

Focus on increasing your social interactions

to build rapport with your network.
Social Media
Publishing
Volume
Metric shows, on average, how often
you post a tweet or status update to a
certain network.

People want content from you

on a regular basis. Too much
and they tune you out, too little
and they forget you exist.
 Social Media Page Views

The number of times a web page is Focusing on social media led page views
viewed as a result of being directed enables you to understand what content
from a social media channel. truly resonates with your audience.
 Follower
Growth
by Channel
Change in the number of followers
for a given social media account.

Different channels will grow at

different rates. Focus your
efforts on what is working.
Amplification
Rate
The rate at which your
followers take your
content and share it
through their network.

Higher the amplification

rate, the further the content
will reach.
Number of leads generated / number of contacts made
CPL –
Cost-per-Lead
Total cost of generating one lead either in total
or from a specific lead generation campaign.

Generating leads needs to be as

efficient as possible.
Total investment on marketing campaigns /
total leads generated.
Market Share
Market share is your company’s
percentage of an industry or market’s
total sales over a specified time period.

Validates your position in the market

and helps you fine-tune your overall
marketing plan.
 PageRank is an algorithm used by the
PageRank Google web search engine to rank web-
sites in their search engine results. 80%
of traffic to your sites is organic. Optimize
your online presence for optimal ranking.

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arc

Do you have the most

relevant content when a
prospect looks for
information?
Return on
Marketing
Investment
Provides critical performance assessment
of marketing campaigns relative to the
marketing spend.

Quick, meaningful measurement

of campaign success.
Unique
Visits
A count of how many different
people access your web site
in a given amount of time.

Marketer’s goal should be

to increase the number of
unique visitors to the site
to expand market reach.
Time on Site
How much time the average user
spends on your site.

An engaged viewer can turn into an

engaged customer.
PageViews
A pageview is an instance of a page being
loaded by a browser. The Pageviews metric is
the total number of pages viewed; repeated
views of a single page are also counted.

Pageviews shows that your site

works well enough to allow the
viewer to go from one page to the
next. And you have content that
keeps them engaged.
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Quality Score
A score assigned by Google to each
keyword marketed that is calculated
from an ad’s click-through rate, keyword
relevance per keyword group and the
relevance of the landing page, which
Google accesses over 200 factors.

Those who achieve higher quality

scores are rewarded with top
placement and lower bid cost.
Funnel Visualization
Helps track the movement of prospects
through different stages (new, engaged,
marketing qualified, sales accepted, sales
rejected, closed won) in the funnel.

Funnel visualization shows strengths and

weaknesses in the marketing/sales process.
 Return Visits
How many unique visitors are returning
more than once in a given time period.

Returning visitors are a great

indicator of engagement.
Bounce Rate
A measurement of the number of users
who leave a web site after viewing only
one web page.

Bounce rate measures the

ineffectiveness of a page or site.
CVR –
Conversion Rate

The percentage of time a website visit turns into a

lead or contact.

Is your site effective? Yes or No?

CPC –
Cost-per-Click
A specific type of cost-per-action program
where advertisers pay for each time a
user clicks on an ad or link.

How valuable is each online ad

you post?
CPM (Cost per 1,000 impressions) / (1000 Click Through
× Rate)
Inbound Link Back
links, also known as incoming links, inbound
links, inlinks, and inward links, are incoming
links to a website or web page. They are a
key component in improving one’s website
ranking.

Always focus on number of links coming to your

site and from where. A link from high ranked site
is worth more than low ranked site.
 CTR –
Click-Through Rate
The number of click-throughs per ad impression,
expressed as a percentage.

Learn what is enticing people to click

on your ads, and repeat this success.
Highest
Trafficked Pages
The pages on your website that receive the
most web traffic.

Know what pages your visitors are

going to, and make sure those pages
lead to conversion.
Traffic by Device
What devices (PC, Tablet, Mobile etc.) were used
to access a web page or site the most.

Web pages look different on different devices. Make sure your

content is formatted properly for all prospects.
Total Website
Conversions
The number of web visitors that took an action
that resulted in the conversion you wanted.

Getting visitors to convert is the true value of the site.

 Social Reach
How far your message reaches across
social media.

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Demonstrates level of content viewership.
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Marketing-Originated
Ca mpaign Influence
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Directly shows what portion of overall customer

acquisition originated in Marketing and where
Marketing touched and nurtured the lead at any
point during the sales process.

What effect are marketing campaigns having

on driving/influencing customer acquisition?
Subscribers
People who receive regular automatic updates to
your blog, website or mailing list.

These people have let you

know that they want to receive
your content.
Email Campaign
Open Rate
The number of emails that were received
and opened pertaining to your campaign.

Open rate is a measure of

relevance, and determines the
effectiveness of subject lines.
Unsubscribe Rate

The number of people that chose not to receive

anymore updates or alerts from your website or
email campaigns.

You never want to lose a viewer, but it

can be good to know what is driving
someone away from your content.
Total Indexed
Pages
This metric tells you how many pages on your site
are indexed by search engines.

Total indexed pages allows you to determine which landing

pages receive the highest percentage of visits.
Impressions
One view or display of an ad. Ad reports list total
impressions per ad, which tells you the number
of times your ad was served by the search engine
when searchers entered your keywords (or viewed
a content page containing your keywords).

Impressions are a relative measure

of ad effectiveness.
Referral
Traffic Growth
This metric cover changes in referral traffic and
referral traffic sources.

Referral traffic growth tells you where to refocus your efforts.

Referring URLs
Any link received by a web page from
another web page.

Referring URLs enhances

your share of voice.
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The number of media outlets that

discuss, report or critique your
company news in a given time period.

The more media pick-ups,

the more viewers will see
your news.
Click by Channel
The number of clicks on a specific link
that came from each individual social
media channel (Facebook, Twitter,
LinkedIn etc.).

Knowing how your visitors get

to your content tells you which
channels you should focus on.
Average Interactions
per Post
The average number of external interactions one
social media post receives.

Measuring interactions allow you shape theme and

direction of future content.
 Keyword Ranking
Position
by The position of your content in the search
results with the specific keyword you’re
searching for on a search engine.

Formula
Allows you to see where your content with
specific keywords ranks compared to
other content. A lower ranking indicates a
need for better SEO.
Advertising Value
Equivalency (AVE)
What your editorial coverage would cost if it were
advertising space (or time).

Although it appears to be evaluative, the dollar-denominated

calculations have nothing to do with profitability, and can confuse
senior managers who are not familiar with marketing metrics.
Drop-Off Rate
The number of visitors or attendees who left
the conversion process without completing it.

Drop-off rate shows you where

prospects stop the sales process,
often pointing out a weakness in
your strategy.
Customer
Sentiment
Tells in what tone or context (positive, or negative
neutral) people are discussing your brand in.

By ignoring negative or even positive

sentiment, you’re missing key opportu-
nities to engage consumers and build
brand advocates.
Media Tone
The tone (positive, neutral or negative)
of your media coverage.

Most media coverage can be expected

to be neutral, but you should try and
minimize any negative coverage.
Visitor Demographics
Tells you the country,
city, language and other
demographic information
that pertains to your
website visitors.

Visitor demographics can help you curate content specific to a

certain area or language if you’re seeing high viewership rates.
Lets you understand who’s reading your content from where.
Data Quality
Poor data quality is one of the key contributors to
marketing campaign effectiveness.

Data quality management is not only critical

for the success of marketing automation, it’s
also a key for customer satisfaction.
Marketing-Influenced
Sales Pipeline
Marketing-sourced measures % of leads in pipeline uniquely created
by marketing. Marketing-influenced is % of leads touched at least
once by marketing during the sales process.

How effective are marketing campaigns at

influencing pipeline.
Acquisition
Rate
The total participants who accepted an
offer on a marketing campaign divided by
the total audience.

How effective was your offer

or messaging?