The document discusses various metrics and KPIs for tracking different stages of a customer's journey with a brand or product. It outlines 6 common metrics for tracking cost per impressions, time on website, conversion rates, social media engagement, retention rates, and customer referrals. It then links 3 key performance indicators (KPIs) for cost per impressions, conversion rates, and retention rates to specific SMART goals for gaining followers, driving downloads, and boosting engagement. The metrics and KPIs provide insights into customer behavior at different stages from initial awareness to retention and advocacy.

2. Metric #1
Cost Per 1,000 Impressions (CPM)
on Social Media
Corresponds to the “Scan” stage of the
customer journey.

3. Tracking impressions will give me insight into how
many users have seen the content, regardless if they
interact with it. It also allows me to see how many
people view the content relative to the cost. With this
knowledge, I can make adjustments to get maximum
visibility within the marketing budget.

4. Metric #2
Time Spent on Website
Corresponds to the “Consider” stage of the
customer journey.

5. Tracking the time spent on the website is an
indicator of the users experience and quality of the
content. If they are leaving quickly there may be
di
ffi
culty navigating the site or poor content quality.

6. Metric #3
Conversion Rate From Email
and Social Media
Corresponds to the “Act” stage of the
customer journey.

7. Tracking this metric will indicate if I am targeting
the right people, on the right platforms, using the
right content to convert them to a customer.

8. Metric #4
Social Media Engagement
Corresponds to the “Wow” stage of the
customer journey.

9. Tracking social media engagement by monitoring
likes, shares, comments, and mentions will provide
me with information into how engaged customers
are with the brand.

10. Metric #5
Retention Rate
Corresponds to the “Create” stage of the
customer journey.

11. Tracking the retention rate will provide insight into
the value customers see in the app. A high
retention rate indicates customers are happy with
the product. A low retention rate may indicate
problem with the app or the app no longer holds
value to customers.

12. Metric #6
Referral Rate of Customers
Corresponds to the “Act” stage of the
customer journey.

13. Tracking the referral rate is a metric that gives
insight into whether or not customers are satis
fi
ed
with the app. A high referral rate indicates a high
customer satisfaction rate.

14. KPI #1
Cost Per 1,000 Impressions
(CPM) on Social Media
Ties to SMART goal to gain 100 new followers on
Instagram in 3 months because I will gain more
followers by running ads on Instagram.

15. KPI #2
Conversion Rate From Email
and Social Media
Ties to SMART goal to have 100 eBook
downloads in 6 months because a conversion
equals a download.

16. KPI #3
Retention Rate
Ties to SMART goal to boost Facebook
engagement by 10% in 90 days because then
higher the engagement rate with a brand, the
better the retention rate.