What are performance metrics primarily used to measure?

Performance metrics are primarily used to measure lower-funnel marketing goals. Lower-funnel marketing refers to the latter stages of the customer journey, where potential customers are close to making a purchase decision. At this stage, the focus is on understanding and optimizing conversions, return on investment (ROI), customer acquisition costs, and overall campaign effectiveness in driving specific actions, such as purchases or sign-ups.

These metrics provide valuable insights into how well marketing efforts translate into tangible results, allowing marketers to refine strategies and allocate resources more effectively. Being data-driven in assessing performance helps in determining the success of various tactics employed in a campaign aimed at driving immediate sales or specific consumer actions.

In contrast, creative effectiveness centers on how well an advertisement resonates with the audience, server response times refer to technical performance regarding website or ad loading, and market trends and statistics focus on broader industry or consumer insight analytics, which do not directly measure actionable outcomes from marketing efforts.