Marketing Metrics Formulas

// metric = formula  // benchmark

// TRAFFIC METRICS
Bounce Rate      = single-page sessions / total sessions × 100  // < 40% good
Pages/Session    = total pageviews / sessions  // > 2 good
Avg Session Dur  = total time on site / sessions  // > 2 min good

// SEO METRICS
Organic CTR      = organic clicks / organic impressions × 100  // 3-5% avg
Keyword Ranking  = position in SERP for target keyword  // top 3 = 80% of clicks
Domain Authority = 0-100 Moz/Ahrefs score  // > 40 = competitive
Index Coverage   = indexed pages / submitted pages × 100  // > 90% healthy

// PAID ADS METRICS
CTR (Search)     = clicks / impressions × 100  // 5-10% good for Search
CTR (Display)    = clicks / impressions × 100  // 0.35% avg for Display
CPC              = total spend / total clicks  // varies by keyword
CPM              = total spend / impressions × 1000  // cost per 1000 views
Conversion Rate  = conversions / clicks × 100  // 2-5% avg
CPA              = total spend / conversions  // depends on product price
ROAS             = revenue / ad spend  // > 3x healthy, > 5x strong
Quality Score    = 1-10 (Google rating)  // > 7 = good

// EMAIL METRICS
Open Rate        = emails opened / emails delivered × 100  // > 40% good
Click Rate       = clicks / emails delivered × 100  // > 5% good
CTOR             = clicks / opens × 100  // click-to-open rate, > 10% good
Unsubscribe Rate = unsubscribes / delivered × 100  // < 0.5% per send
List Growth Rate = (new subs - unsubscribes) / total list × 100  // > 5%/mo
Revenue/Email    = email revenue / emails sent  // track trend over time

// SOCIAL METRICS
Engagement Rate  = (likes + comments + shares) / reach × 100  // 1-5% good
Reach            = unique accounts that saw post  // growing trend = healthy
Video Views      = total views (platform-defined threshold)
Completion Rate  = viewers who watched to end / total views × 100  // > 50% good

// BUSINESS IMPACT
CAC              = total sales & marketing spend / new customers  // < LTV/3
LTV              = ARPU / churn rate (monthly)  // or ARPU × avg lifespan
LTV:CAC Ratio    = LTV / CAC  // > 3:1 healthy, > 5:1 strong
Payback Period   = CAC / (ARPU × gross margin)  // < 12 months for SaaS
MRR from channel = sum of MRR from customers acquired via channel