Resource
Digital marketing with data: measuring what's useful without fluff
Most businesses don't need 200 metrics. They need 10 numbers that are understood and change decisions: funnel, conversions, cost, profitability and quality signals. If it doesn't serve to decide, it's unnecessary.
1
Start with the funnel
Before looking at "likes", define the funnel: visits → lead → opportunity → sale. If your business is recurring, add retention. If you don't know where people are lost, you can't improve.
2
Events (the few that matter)
Measuring well is choosing clear events: form submission, WhatsApp click, download, checkout, signup, subscription, etc. If events are not well defined, the dashboard will be fluff with "pretty" numbers.
Minimum viable measurement
- 3–7 key events
- Traffic source and campaign
- Conversion by stage
- Cost (if there are ads)
- Simple cohorts (if there's recurrence)
3
CAC/LTV: only when applicable
CAC and LTV are useful if you have data and recurrence. If not, it's better to measure margin per channel, conversion and cycle speed. What matters is making decisions, not repeating terms.
4
Marketing dashboard that gets used
A useful marketing dashboard has weekly reading: what improved, what worsened, and what to do. If there's no action, there's no dashboard.
5
Tools and typical stack
Google Analytics / Plausible for web, Mixpanel / Amplitude for events, ad tools (Google Ads, Meta) for costs, databases to unify. The stack depends on the case, but the base is usually: analytics + events + costs + unification.
6
Maintenance: the reality of marketing data
Sources change, events will be renamed, new channels will appear and data will need to be reconciled. A serious marketing dashboard includes validations, reconciliation between sources and a reasonable maintenance plan.
If you tell me your channels, I'll tell you what to measure first
In 48h: events, funnel and a minimum viable dashboard to decide without getting lost in metrics.
TO PROBLEMS,SOLUTIONS.
No endless meetings. No wasting time. No fluff.
You tell me the problem and we solve it. Direct, clear and working.