Marketing Guide

The Essential Marketing Funnel Metrics

Different stages of a funnel require different measurements.

Acquisition

Metrics such as CPC and CPL measure the cost of creating traffic or leads.

Conversion

Conversion rate and CPA measure how effectively visitors or leads complete a goal.

Customer economics

CAC, LTV and LTV:CAC help evaluate whether customer acquisition is sustainable over time.

Practical takeaway

Use the metric that matches the business question you are trying to answer. When several metrics describe different stages of the same workflow, compare them together rather than optimizing one in isolation.