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.