Top 5 Marketing Metrics You Should Track in 2024

As digital marketing continues to evolve and technology becomes more sophisticated, the way we measure our marketing success also needs to keep up. If you’re a business owner or digital marketer who wants to maximize your return on investment (ROI), it’s important to stay ahead of the game by tracking the right metrics in 2024 and beyond.

Image source:

Together with Digital Agency Denver, we will provide an overview of the top five must-track performance indicators for successful online campaigns in 2024 and beyond: click-through rate, leads generated, cost per lead, customer acquisition cost (CAC), and customer lifetime value (CLV). By learning how these common metrics are calculated and used in practice, you’ll be better equipped to accurately assess your successes – so read on!

1. Click-through Rate (CTR)

Click-through rate is a measure of how often people click on your ad or email compared to the total number of impressions or views. This metric is commonly used in online advertising and email marketing campaigns, as it helps gauge the effectiveness of your messaging and targeting strategies.

To calculate CTR, divide the total number of clicks by the total number of impressions and multiply by 100. For instance, if your email received 200 clicks out of 10,000 views, the CTR would be (200/10,000) x 100 = 2%. This means that for every 100 people who saw your email, two clicked on it.

Why is it important?

CTR not only measures the success of your campaigns but also indicates how well your messaging resonates with your target audience. A low CTR may suggest that your ad or email is not engaging enough, while a high CTR signals strong interest and potential for conversions.

How to improve it?

Digital Marketing Agency Denver advised that to increase CTR, you can experiment with different types of messaging, visuals, and calls-to-action. Pay attention to your target audience’s preferences and create personalized content that speaks directly to their needs and interests.

2. Leads Generated

Leads generated is a measure of the number of prospects who have expressed interest in your business by providing their contact information, such as email addresses or phone numbers. This metric is crucial for evaluating lead generation campaigns, such as landing pages or lead magnets.

To calculate leads generated, simply count the total number of people who have provided their contact information through your campaigns.

Why is it important?

Leads generated directly impacts your sales pipeline. The more leads you have, the higher chances of converting them into customers. Additionally, tracking this metric allows you to identify which lead generation tactics are most effective and optimize your efforts accordingly.

How to improve it?

To generate more leads, you can try offering valuable incentives, such as free trials, discounts, or content downloads. A leading digital marketing agency shares that you can also ensure that your landing pages are optimized for conversion by minimizing form fields and making the call-to-action clear and prominent.

3. Cost per Lead (CPL)

Cost per lead is a measure of how much it costs to acquire each new lead. This metric is calculated by dividing the total cost of your marketing campaign by the number of leads generated.

For example, if your campaign cost $500 and you acquired 50 leads, the CPL would be $10 ($500/50).

Why is it important?

CPL helps you understand the financial viability of your lead generation efforts. If your CPL is too high, it may indicate that your campaign is not generating enough leads to justify the cost or that you need to optimize your tactics to reduce costs.

How to improve it?

To lower CPL, you can refine your targeting strategies and focus on channels that have a higher conversion rate. You can also experiment with different types of campaigns and monitor their cost-effectiveness to determine the most efficient tactics for your business.

4. Customer Acquisition Cost (CAC)

Customer acquisition cost is a measure of how much it costs to acquire each new customer. This metric takes into consideration not only the cost of marketing but also sales expenses, such as salaries and commissions.

To calculate CAC, divide the total cost of acquiring customers (marketing and sales expenses) by the number of new customers acquired in a specific period.

Why is it important?

CAC helps you understand the return on investment for your marketing and sales efforts. If your CAC is higher than your average customer lifetime value (CLV), it may indicate that your acquisition costs are too high, and you need to re-evaluate your strategies.

How to improve it?

To lower CAC, you can focus on retention strategies to increase customer lifetime value. You can also analyze your sales process and identify opportunities for cost-saving or optimization. Additionally, experimenting with various marketing channels and tactics can help reduce CAC by finding more affordable ways to acquire customers.

5. Customer Lifetime Value (CLV)

Customer lifetime value is a measure of how much revenue a customer generates for your business during their entire relationship with your company. This metric takes into account not only the first purchase but also repeat purchases and referrals.

To calculate CLV, multiply the average value of each sale by the number of transactions in a year and then multiply by the average length of a customer’s relationship with your business.

Why is it important?

CLV helps you understand the long-term profitability of each customer and identify which customers are most valuable to your business. By understanding CLV, you can make informed decisions about where to allocate resources for retention efforts and prioritize high-value customers for targeted marketing campaigns.

How to improve it?

To increase CLV, you can focus on delivering exceptional customer service and creating a positive customer experience. This can lead to repeat purchases and referrals, ultimately increasing the lifetime value of your customers. Additionally, you can analyze data to identify patterns and preferences among high-value customers and use that information to target similar demographics with personalized messaging and offers.


Tracking and analyzing these top five marketing metrics is crucial for understanding the success of your marketing efforts and making data-driven decisions. By monitoring CTR, leads generated, CPL, CAC, and CLV, you can continuously optimize your campaigns to generate better results and drive business growth.

Remember to regularly review these metrics and adjust your strategies accordingly to stay ahead in the ever-changing marketing landscape. So, it is important to keep a close eye on these metrics and use them to inform your marketing strategies for the future. With the right approach and constant monitoring, you can achieve significant improvements in these metrics over time and see positive results for your business.