How to Evaluate Your Marketing Performance

The spreadsheet will teach you how to understand the performance of each marketing channel as well as the performance of your overall marketing funnel using digital marketing KPIs.

It includes simple marketing dashboards that can be used in real life, as well as case studies that address some common pitfalls.

We've often seen battles within companies to cut marketing spend from one channel to add to another, only to have these re-allocations backfire and the performance end up being worse than before.

Why?

Because digital marketing performance is hard to understand if you aren't using the right KPIs, focusing on overall blended CAC, and thinking about the overall marketing funnel.

What does the spreadsheet include?

• Goals for evaluating digital marketing performance: CAC vs. LTV
• Breakdown and explanation of the marketing funnels (top, mid, bottom)
• What is customer acquisition cost (CAC) & why is it important
• Differences in CAC between parts of the funnel
• E-commerce case study: common pitfalls when allocating ad spend
• Paid digital marketing dashboard
• Paid vs. organic vs. blended customers
• Overall digital marketing dashboard (blended)
• Recommendation for budget allocation to top vs. bottom of funnel
• What is a good CAC & how much can we afford to spend on marketing?
• Customer lifetime value example: LTV vs. CAC case study

By using this spreadsheet you will understand the most important KPIs for evaluating digital marketing in real life situations.