Guide
What to measure at every funnel stage — and what each number really means.
For CMOs who want to measure what matters at every stage.
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Most KPI dictionaries are alphabetical. This one is funnel-ordered. Because what a metric means depends entirely on which stage of the funnel it's coming from — and most teams forget that. A reference, not a textbook: what to measure at every stage, and what each number is actually telling you about the business.
What you'll learn
- Why funnel stage changes the meaning — same metric, different stage, different decision
- Awareness KPIs — reach, frequency, brand lift, branded search growth
- Consideration KPIs — engagement, branded search lift, iROAS, attributed conversions
- Conversion KPIs — CPA, ROAS, iROAS, total revenue
- Loyalty KPIs — repeat rate, LTV, contribution from returning customers
- The KPIs that travel across stages — MER, contribution margin, branded search growth
- A monthly readout that uses all of them — how to actually structure the conversation
Get the free guide
Enter your email and it's yours — free, instantly.