It’s easy to track a dozen marketing metrics and still not know whether your marketing is working. The problem usually isn’t a lack of data — it’s tracking numbers that look good in a report but don’t connect to an actual business outcome.
Start From the Business Goal, Not the Available Metric
Instead of asking “what can we measure?”, start with “what does the business actually need to happen?” — more qualified leads, more repeat purchases, lower cost per customer. Work backward from there to the specific metric that reflects progress toward that goal.
Beware of Vanity Metrics
Follower counts, likes, and raw pageviews feel good to report but rarely connect directly to revenue. They’re not meaningless — they can indicate brand awareness — but they shouldn’t be the primary KPI a business judges its marketing success by.
Pick a Small Number of KPIs, Not a Long List
Three to five well-chosen KPIs, tracked consistently, beat fifteen tracked sporadically. A shortlist forces clarity about what actually matters and makes it realistic to review the numbers regularly instead of avoiding an overwhelming dashboard.
Common KPIs Worth Considering
- Cost per lead or cost per acquisition — how much you spend to get one qualified lead or customer.
- Conversion rate — the percentage of visitors who take your desired action.
- Customer lifetime value — how much a customer is worth over the full relationship, not just their first purchase.
- Return on ad spend (ROAS) — revenue generated for every kyat spent on advertising.
- Engagement rate — a proxy for content quality, useful alongside (not instead of) conversion-focused KPIs.
Review on a Set Schedule, Not Just When Something Feels Wrong
Set a recurring weekly or monthly review of your chosen KPIs, rather than only checking in when a campaign feels like it’s underperforming. Regular review catches both problems and opportunities earlier, and builds a track record you can compare new campaigns against.
The right KPIs won’t just tell you whether marketing is “working” in the abstract — they’ll tell you specifically what to do next. If a metric doesn’t change your next decision, it’s probably not the KPI you need.
