Every time someone clicked through to your site or destination. The simplest signal that an ad earned a moment of attention. Volume signal, not a quality one.

What you paid for every click that came in. Cheap clicks aren't the same as good clicks: pair CPC with action quality to tell whether you're buying intent or just traffic.

The duration of time a user actively spends viewing a specific page, screen, or email. It measures how effectively an individual touchpoint captures initial attention and converts a user's passive interest into active intent.

The share of users who land on your page, app, or email and leave without interacting. A high bounce rate signals a critical break in your compounding growth loop because you are paying to acquire traffic that exits before building any momentum.

How many people opened the email you sent them. The first read on whether your subject line earned a click or got buried. Declining open rate is the early warning of list fatigue.

The share of outbound messages that got a reply. The high-effort engagement signal: a reply requires real intent, which means you can't fake this number with volume.

The comments people leave on your organic and paid social content. Writing something takes more thought than tapping a like. Each comment is active consideration.

The share of new users who actually did the thing your product is for. Separates genuine consideration from idle curiosity. Low activation with strong signups means acquisition is working better than onboarding.

Contact form submissions, chat initiations, or sales enquiries. Direct intent signal. An inquiry is a user raising their hand to be sold.

The total number of content assets downloaded: whitepapers, guides, calculators, templates. A volume signal of consideration-phase interest, more useful as the numerator behind Download Rate.

The share of visitors who actually did the thing you brought them to your site to do: buy, sign up, book, subscribe. The headline number on whether your funnel is doing its job.

The revenue attributable to your digital marketing activity. The outcome every other metric in the funnel is ultimately trying to produce.

How much the average customer spends in a single transaction. The quiet compounding lever: a 10% lift in AOV at the same conversion rate gives you 10% more revenue without spending another dollar.

The revenue you got back for every pound or dollar you spent on ads. Whether it's a 'good' ROAS depends on your margin, not your ego: a 3x ROAS on a 25% margin is losing money.

What you paid for every defined user action: a signup, a download, a lead, or a conversion. Broader than CPCo, which is specifically the cost per paying customer.

The return you earned on your total marketing investment, expressed as a ratio. Broader than ROAS because it includes everything: media, tools, salaries, agency fees. The number CFOs open the conversation with.

Qualified contacts your digital activity generated. The primary conversion unit for B2B and professional services. Watch lead quality alongside volume, or you'll celebrate numbers that never close.

The average marketing spend required to get a single prospective buyer to show clear commercial intent. It calculates the exact price tag of turning a passive viewer into a business opportunity, whether they share their details, download a resource, or register for an event.

The percentage of existing customers who choose to stay with your business over time. It is the ultimate baseline check for customer loyalty, proving whether your overall brand, service, and product experience continue to deliver enough value.

The total revenue a customer generates across the lifetime of their relationship with your business. Think of it as the ultimate reality check for your marketing ROI: while CAC (Customer Acquisition Cost) tells you what it costs to get a customer through the door, CLV tells you how valuable that customer actually is overtime.

The total predictable revenue your business expects to bring in each month. Think of it as the ultimate health check for your growth engine: while one-off sales prove you can close deals, MRR shows how effectively your marketing, product, and retention loops build a stable, compounding revenue stream.

Annual recurring revenue: MRR multiplied out across a year. The headline number for subscription businesses and the figure investors and boards actually quote. MRR is the heartbeat; ARR is the annual scoreboard.

The share of customers who came back to buy again. Ecommerce's primary retention signal. One-time buyers are how you make a quarter. Repeat buyers are how you build a business.

The share of users opting into recurring communications or services. A subscription is someone actively saying 'yes, keep showing up'. Rarer and more valuable than it looks on the dashboard.

The unique people who used your product at least once in a given month. The growth north star for many platform businesses (Meta reports MAU as its headline engagement metric). The denominator behind stickiness, and the broadest read on whether your active base is growing or quietly shrinking.

The unique people using your product on any given day. The heartbeat metric for product-led growth. Paired with MAU as a ratio, it tells you whether your product is part of someone's daily workflow.

The share of brand mentions that are clearly negative in tone. Tells you what's broken before it becomes a crisis. Rising NSR is your early warning system: address the cause while it's still a conversation, not a headline.

The share of referred prospects who become customers. The proof point of advocacy: referred buyers convert at multiples of cold traffic because your customer did the persuading first.

The number of new users every existing user brings in, on average. When this number passes 1.0, your product grows itself without acquisition spend. Rare in the wild, and usually a product with sharing baked in, not a campaign that 'went viral'.