Houston executives are impatient with vanity stats. They want clear links between marketing spend and profit.
The six digital marketing metrics below pass the boardroom test because each one:
Knowing exactly what it costs to buy a customer focuses the budget on the channels that scale.
Total marketing spend ÷ New customers acquired
CEO takeaway: Lowering CAC by just 10 % can unlock funds for expansion without extra cash.
A healthy LTV: CAC (≥ 3:1) proves marketing converts investments into long‑term profit.
Pro tip: Pair GA4 revenue data with your CRM’s churn rate to calculate accurate LTV.
CEOs demand to know what percentage of the revenue pipeline originates from digital marketing campaigns.
Action step: Sync HubSpot or Salesforce opportunities with Google Ads and LinkedIn lead‑gen forms for real‑time attribution.
RPV reveals if website tweaks move the dollar needle.
Total online revenue ÷ Sessions
Run A/B tests in Google Optimize or VWO; increase RPV by improving UX, not ad spend.
“How fast do we recoup spend?” Shorter payback periods free cash for aggressive growth moves.
Benchmark: SaaS firms aim for < 12 months; Houston B2B services often land at 6–9 months.
Happy customers reduce CAC via referrals. CEOs fund initiatives that raise NPS if you prove the referral bump.
Method: Combine Typeform NPS surveys with UTMs to track referral conversions inside GA4.
A Houston logistics client switched from broad PPC to our Search‑Everywhere
Every client receives a live GA4 dashboard plus BigQuery exports. CEOs and CFOs see CAC, LTV, and payback in one click—no waiting for PDF reports.
Monthly at minimum; high‑growth firms benefit from weekly scorecards.
Our IMPROZ Unified Metrics Board pulls GA4, CRM, and ad‑networks into Looker Studio.
We start every engagement with a 14‑point analytics audit to clean tagging and remove false conversions.
