Metrics are the quantitative data points used to measure how campaigns, channels, and tactics perform. They provide detailed insight into audience behaviour, engagement, efficiency, and impact, forming the foundation of any data-driven marketing or sales programme.
While KPIs capture overarching business priorities, metrics supply the day-to-day granularity needed to understand what is working and why.
Metrics span the full funnel and each funnel stage requires different measurements. Together they help build a complete view of how buyers move through the journey.
Tracking the right metrics enables teams to optimise quickly and make decisions grounded in evidence. It supports experimentation, highlights bottlenecks, and reveals where messaging, targeting, or resource allocation needs refinement. When aligned with KPIs and interpreted consistently across functions, metrics drive transparency, accountability, and measurable business impact.