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Section 13 · Marketing Analytics
What to Measure and Why
Traffic, conversion, attribution, behavior, performance.
Traffic
Leads
Customers
Revenue
Why it works
Analytics turn opinions into decisions. Without numbers, you're optimizing for what feels right — usually wrong.
Connects to
Traffic
Leads
Customers
Revenue
When to use it
Every week, every campaign, every funnel step.
When NOT to use it
Don't drown in vanity metrics — focus on what predicts revenue.
How to use it
- Track 5 numbers: traffic, conversion rate, CAC, AOV, LTV.
- Set up UTM parameters on every campaign link.
- Compare channel performance side-by-side weekly.
- Map every metric back to revenue — if it doesn't, drop it.
Examples
UTM
?utm_source=meta&utm_campaign=spring-launch&utm_content=hook-a
Weekly review
Which channel had the best CAC this week?