Engagement › Advertising · 2 of 4
Metrics
By RISE Business Framework · Created by Gary Harper and Brandon McCurdy · Reviewed
Advertising metrics are the numbers that show whether your ads work. Common ones include click-through rate, cost per click, cost per acquisition and return on investment. In RISE, you track performance metrics for each advertising channel. The workbook defines eleven metrics, from conversion rate to Net Promoter Score.
How RISE does it
- Metrics show which strategies and tactics work and where to improve.
- Track performance for each channel separately.
- RISE calculates ROI by dividing revenue by marketing costs.
- Customer lifetime value counts all purchases and interactions over the full relationship.
Metrics is one of four tools in Advertising, part of the Engagement quadrant of the RISE Business Framework.
The RISE tool
RISE advertising metrics
| Metric | Definition |
|---|---|
| Conversion Rate | The percentage of website visitors who take a desired action, such as making a purchase or filling out a form. |
| Customer Acquisition Cost (CAC) | The cost of acquiring a new customer through your marketing efforts. |
| Return on Investment (ROI) | The financial return on your marketing investment, calculated by dividing your revenue by your marketing costs. |
| Customer Lifetime Value (CLV or LTV) | The total value of a customer over the entire time they remain a customer, including all purchases and other interactions. |
| Click-Through Rate (CTR) | The percentage of people who click on a link or call-to-action (CTA) in your marketing materials. |
| Cost per Click (CPC) | The cost of each click on your ads or other marketing materials. |
| SEO Metrics | Including keyword rankings, organic traffic, and backlink profile. |
| Social Media Engagement | Measuring likes, shares, comments, and other interactions on social media platforms. |
| Email Marketing Metrics | Including open rates, click-through rates, and conversion rates. |
| Brand Awareness | Measuring your brand's recognition and familiarity among your target audience. |
| Net Promoter Score (NPS) | A metric that measures customer loyalty and satisfaction. |
“When advertising is done correctly, it fuels your sales pipeline and ensures a positive return on investment.”Gary Harper
AI RISE Coach
Work through Metrics with the AI RISE Coach
“Walk me through Metrics in the RISE Business Framework and help me apply it to my business.”
Quick self-check
“We have effective advertising channels that are measured weekly and adjusted when proven ineffective.”
Frequently asked questions
What are the most important advertising metrics?
RISE highlights click-through rate, cost per click, cost per acquisition and return on investment. It also tracks conversion rate, customer acquisition cost and customer lifetime value.
How do you calculate advertising ROI?
RISE defines ROI as the financial return on your marketing investment. Divide your revenue by your marketing costs.
The other tools in Advertising
- ChannelsList every channel you advertise on, with its spend and share of your budget.
- BudgetingChoose a budgeting method and plan the full cost of each ad, including room for testing.
- ConsistencyKeep the same message, visuals, colors and fonts across every channel so ads tell one story.
Related in another quadrant: Stoplight Reports
