1---2name: performance-analytics-23description: Analyze marketing performance with key metrics, trend analysis, and optimization recommendations4---56# Performance Analytics Skill78Frameworks for measuring, reporting, and optimizing marketing performance across channels and campaigns.910## Key Marketing Metrics by Channel1112### Email Marketing1314| Metric | Definition | Benchmark Range |15|--------|-----------|----------------|16| Delivery rate | Emails delivered / emails sent | 95-99% |17| Open rate | Unique opens / emails delivered | 15-30% |18| Click-through rate (CTR) | Unique clicks / emails delivered | 2-5% |19| Click-to-open rate (CTOR) | Unique clicks / unique opens | 10-20% |20| Unsubscribe rate | Unsubscribes / emails delivered | <0.5% |21| Conversion rate | Conversions / emails delivered | 1-5% |2223### Paid Advertising (Search and Social)2425| Metric | Definition |26|--------|-----------|27| Click-through rate (CTR) | Clicks / impressions |28| Cost per click (CPC) | Total spend / clicks |29| Conversion rate | Conversions / clicks |30| Cost per acquisition (CPA) | Total spend / conversions |31| Return on ad spend (ROAS) | Revenue / ad spend |32| Quality Score (search) | Google's relevance rating (1-10) |3334### SEO / Organic Search3536| Metric | Definition |37|--------|-----------|38| Organic sessions | Visits from organic search |39| Keyword rankings | Position for target keywords |40| Organic CTR | Clicks / impressions in search results |41| Domain authority | Third-party authority score |42| Backlinks | Number of external sites linking to you |43| Organic conversion rate | Organic conversions / organic sessions |4445### Overall Marketing / Pipeline4647| Metric | Definition |48|--------|-----------|49| Marketing qualified leads (MQLs) | Leads meeting marketing qualification criteria |50| MQL to SQL conversion rate | SQLs / MQLs |51| Pipeline generated | Dollar value of opportunities created |52| Customer acquisition cost (CAC) | Total marketing + sales cost / new customers |53| Marketing-sourced revenue | Revenue from marketing-originated deals |5455## Reporting Templates5657### Weekly Marketing Report58- **Top 3 metrics** with week-over-week change59- **What worked** this week (1-2 bullet points with data)60- **What needs attention** (1-2 bullet points with data)61- **This week's priorities** (3-5 action items)6263### Monthly Marketing Report641. Executive summary (3-5 sentences)652. Key metrics dashboard (table with MoM and target comparison)663. Channel-by-channel performance summary674. Campaign highlights and results685. What worked and what did not (with hypotheses)696. Recommendations and next month priorities707. Budget spend vs. plan7172## Trend Analysis and Forecasting7374### Trend Identification751. Directional trends over 4+ periods762. Inflection points and what caused them773. Seasonality patterns784. Anomalies and their causes795. Leading indicators8081### Simple Forecasting Approaches82- **Linear projection**: extend the current trend line forward83- **Moving average**: smooth noise by averaging last 3-6 periods84- **Year-over-year comparison**: use last year's pattern as baseline85- **Funnel math**: forecast outputs from inputs86- **Scenario modeling**: best case, expected case, worst case8788## Attribution Modeling Basics8990| Model | How It Works | Best For |91|-------|-------------|----------|92| Last touch | 100% credit to last interaction | Understanding final conversion triggers |93| First touch | 100% credit to first interaction | Understanding top-of-funnel effectiveness |94| Linear | Equal credit to all touchpoints | Fair representation of all channels |95| Time decay | More credit closer to conversion | Balanced view favoring recent interactions |96| Position-based (U-shaped) | 40% first, 40% last, 20% middle | Valuing both discovery and conversion |97| Data-driven | Algorithmic credit | Most accurate (requires high volume) |9899## Optimization Recommendations Framework100101### Optimization Levers by Funnel Stage102103| Funnel Stage | Problem Signal | Optimization Levers |104|-------------|---------------|---------------------|105| Awareness | Low impressions, low reach | Budget, targeting, channel mix, creative format |106| Interest | Low CTR, low engagement | Ad creative, headlines, content hooks, audience targeting |107| Consideration | High bounce rate, low time on page | Landing page content, page speed, content relevance, UX |108| Conversion | Low conversion rate | Offer, CTA, form length, trust signals, page layout |109| Retention | High churn, low repeat engagement | Onboarding, email nurture, product experience, support |110111### Prioritization Framework112113**Priority order**:1141. High impact, low effort (do immediately)1152. High impact, high effort (plan and resource)1163. Low impact, low effort (do if capacity allows)1174. Low impact, high effort (deprioritize)118119### Testing Best Practices120- Test one variable at a time121- Define success metric before launching122- Calculate required sample size before starting123- Run tests for minimum one full business cycle124- Document all tests and results regardless of outcome125126### Continuous Optimization Cadence127- **Daily**: monitor paid campaigns for budget pacing and anomalies128- **Weekly**: review channel performance, pause underperformers, scale winners129- **Bi-weekly**: refresh ad creative and test new variants130- **Monthly**: full performance review, identify new optimization opportunities131- **Quarterly**: strategic review of channel mix, budget allocation, and targeting
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