Google Analytics benchmarks by industry give you a reference point for what “normal” looks like across session duration, bounce rate, pages per session, and conversion rate, broken down by sector. They are not targets. They are not standards. They are averages, and averages include a lot of mediocrity. Used correctly, industry benchmarks help you ask…
Marketing agency KPIs fall into two categories: the ones that make clients feel good and the ones that tell you whether your operation is actually working. Most agencies track the first kind and wonder why the business keeps surprising them. The KPIs that benchmark operational health measure utilisation, margin, retention, and delivery quality, not just…
Marketing attribution analysis is the process of assigning credit to the channels, campaigns, and touchpoints that contributed to a conversion, so you can make smarter decisions about where to invest your budget. Done properly, it gives you a working map of how your channels interact. Done badly, it gives you a map that points confidently…
Web analytics measures what happens on your website. Measuring digital marketing goals means connecting those events to business outcomes. Most teams do the first part well and the second part poorly, which is why so many analytics setups produce dashboards full of numbers that nobody acts on. The gap between data collection and commercial insight…
The most important KPIs for a B2B enterprise SaaS marketing organization are the ones that connect marketing activity to pipeline, revenue, and retention, not the ones that are easiest to report. That means prioritizing metrics like Marketing Qualified Leads, pipeline contribution, Customer Acquisition Cost, Net Revenue Retention, and time-to-close, while treating vanity metrics as context…
Measured incrementality testing is the practice of isolating the causal effect of a marketing activity by comparing outcomes between an exposed group and a holdout group that did not see the activity. It answers one question that most marketing dashboards cannot: would those sales have happened anyway, without the ad? Most attribution models tell you…
Enterprise marketing metrics in 2025 are shifting away from activity-based reporting toward measures that connect marketing spend directly to business outcomes. The old dashboard, full of impressions, clicks, and cost-per-click benchmarks, tells you what happened inside your campaigns. It rarely tells you what happened to the business. That gap is where most enterprise marketing performance…
Marketing effectiveness in the digital era is not a measurement problem. It is a framing problem. Most organisations have more data than they can act on, yet fewer genuine insights than they need to make confident decisions about where their media investment is actually working. The shift to digital promised accountability that traditional media never…
The right marketing dashboard for a Series A SaaS company looks nothing like the right dashboard for one approaching IPO. Setting up marketing dashboards and OKRs in various SaaS phases means matching your measurement framework to where the business actually is, not where you hope it will be in 18 months. Get that wrong and…
Direct attribution gives credit to the last touchpoint before conversion. Assisted attribution distributes credit across every touchpoint that contributed along the way. The difference between these two models is not just technical. It determines which channels get budget, which teams get recognition, and which marketing decisions look smart in hindsight. Most businesses default to direct…
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