How do you measure and track the success of growth marketing efforts?

How we measure if growth marketing’s actually working: First off, know what you're aiming for — more signups, better retention, more pipeline, whatever. Make that clear upfront Use the dashboards you already have — Tableau, PowerBI, whatever your team’s into. Don’t overcomplicate it Test stuff — A/B different messages, channels, or offers. Track what worked so you can actually learn from it later (trust me, future-you will appreciate it) Keep checking in — regular reviews help you catch what’s w ...Read More

Let's start by setting clear and specific goals that align with the broader objectives of your business. Think about what you want to achieve, whether it's reaching a certain number of new customers or generating a specific amount of revenue. Once you have these goals in place, it's time to establish key performance indicators (KPIs) that will help you keep track of how each area is performing. For example, you can use the return on ad spend (ROAS) or LTV:CAC  metrics to see how well your paid i ...Read More

We take a bit of a different approach to attribution where we have no third party cookies on our website. Our audience is very sensitive to being tracked and it allows us to focus on channels that drive true demand creation. Here's a link to full post: https://hendersonmatthew.substack.com/p/we-removed-advertising-cookies-heres, but we focus heavily on channels like influencers, OOH, podcasts, etc. We do still have an attribution model based on referrer URL and UTMs at time of conversion, and we ...Read More

Start with your North Star Metric: This is the top single metric that reflects the reason why your brand and growth engine exists. Some top brand examples include Asana (weekly active users) or Salesforce (average records in account). Every growth campaign and/or experiment should ladder up to delivering that metric.  Track every stage of the funnel journey: Awareness: Do people know we exist? The focus on this stage is visibility and reach. Example metrics include:  Impressions & reach Webs ...Read More

From my perspective, one of the main differences between tracking success in growth marketing versus traditional marketing is that it doesn't stop at the acquisition "handoff." Oftentimes, traditional marketing teams have goals such as MQLs, but this does not account for quality. When tracking growth marketing efforts, you want to provide visibility not only into counts but also into quality. It also doesn't stop at acquisition; you want to understand activation, engagement, and retention. This ...Read More