The Top 5 Marketing Metrics Every Founder Should Monitor

Startup founders wear a dozen hats—but tracking the right marketing data shouldn't be a full-time job.

Whether you’re bootstrapped or Series A, knowing what to measure and why will save time, money, and effort. Here are five metrics that matter—and how to act on them.

1. Customer Acquisition Cost (CAC)

Why it matters: If CAC is higher than your customer lifetime value, you’re not in a viable business.
How to calculate: (Total marketing + sales spend) ÷ Number of new customers
Tip: Break down by channel (e.g., paid, organic, referral) for clearer insight.

2. Customer Lifetime Value (LTV)

Why it matters: LTV tells you what a customer is worth, and how much you can spend to acquire them.
How to calculate: (Average revenue per user x gross margin) ÷ churn rate
Rule of thumb: Aim for LTV to be at least 3x your CAC
Source: HubSpot LTV: CAC Ratio

3. Conversion Rate by Funnel Stage

Why it matters: Knowing where people drop off helps you focus efforts—fast.
Track:
- Website visit → sign-up
- Sign-up → demo booked
- Demo → customer
Tool rec: Google Analytics 4 + Hotjar for journey clarity

4. Marketing Qualified Leads (MQLs)

Why it matters: MQLs tell you whether your marketing is attracting real buyers—not just browsers.
Set clear criteria:
- ICP-aligned role
- Intent actions (e.g., demo click, webinar signup)
- Scoring thresholds via CRM
Pro move: Automate with AI-powered lead scoring tools (e.g., MadKudu).

5. Content Engagement Rate

Why it matters: Great content doesn’t just get clicks—it drives intent.
Track:
- Average time on page
- Scroll depth
- CTA conversion per piece
Use these insights to repurpose high-performing content or revise low-impact ones.

How to Make Metrics Actionable

• CAC – If it's low, you're overspending. Action: Audit your channel mix.

• LTV – If it's low, customers are churning fast. Action: Improve onboarding & upsells.

• MQLs – If it's low, you're attracting the wrong people. Action: Refine ICP + content targeting

• Engagement Rate – If it's low, your content is not resonating. Action: Test new formats or topics.

Final Word

Tracking doesn’t have to be complex—but it does have to be intentional. With these five metrics, you’ll know whether your marketing is working—and what to fix when it’s not. Want help building a dashboard that keeps you focused? Let’s build it together.