Marketing metrics: formulas and SQL
Metrics for acquisition cost, campaign return and funnel conversion. The usual trap is mixing windows: spend from one period against customers from another.
- Customer Acquisition Cost (CAC)Customer acquisition cost is the average spend needed to win one new customer, including marketing and sales costs.
- Return on Ad Spend (ROAS)Return on ad spend is the revenue earned for every unit of money spent on advertising.
- Click-Through Rate (CTR)Click-through rate is the percentage of people who saw an ad, link or email and clicked it.
- Website Conversion RateWebsite conversion rate is the share of visits or visitors that complete a goal such as signing up or buying.
- Cost per Lead (CPL)Cost per lead is the average marketing spend needed to generate one lead.
- Cost per Click (CPC)Cost per click is the average amount you pay each time someone clicks your ad.
- Bounce RateBounce rate is the share of sessions that leave after viewing a single page without interacting further.
- Email Open RateEmail open rate is the percentage of delivered emails that were opened.
- Unsubscribe RateUnsubscribe rate is the share of delivered emails that led to someone opting out of your list.
- MQL to SQL Conversion RateMQL to SQL rate is the share of marketing-qualified leads that sales accepts as sales-qualified.
- Marketing-Sourced Revenue ShareMarketing-sourced revenue share is the percentage of new revenue that came from deals first created by marketing activity.
- Marketing ROIMarketing ROI compares the profit generated by marketing against what it cost, expressed as a percentage.