By now, most CMOs are aware of the most basic campaign metrics. Click to Open Rates (CTOR) measure how many visitors acted after seeing an ad. Cost Per Impression helps you compare how people viewed your ads across various campaigns and channels. Cost Per Click (CPC) tells you how much you’re paying to get a response (either within a single campaign or across different campaigns and channels). When combined with other metrics, these measurements help marketers to better understand the effectiveness of their efforts, while providing a solid foundation for future decisions.

Through accurate measurement, marketing can become a “science” that produces a solid ROI (rather than being unpredictable, or even worse, a waste of valuable time). For this reason, marketers must be able to think beyond basic campaign metrics and incorporate these additional four metrics i will be unleashing soon into their strategies.
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