Marketing measurement practices for managers

Marketing measurement and data analysis is a leadership tool for making decisions based on evidence—not intuition. This page brings together curated articles and practical guidance for executives and shareholders who want to understand how digital marketing performance is measured, how ROI is evaluated, and how to manage data-quality risks across the organization.

We cover the metrics that matter at board and management level: revenue attribution, lead and pipeline performance, CAC, LTV, ROAS, conversion rate, pipeline velocity, and channel efficiency. You’ll also learn how to connect data from GA4, Google Ads, paid social platforms, email marketing tools, and your CRM—so reporting reflects real business outcomes rather than surface-level clicks.

Expect practical examples of executive dashboards, KPI target setting and benchmarks, and clear methods for assessing campaign impact, identifying bottlenecks, and making budget reallocation decisions with confidence. We also highlight common pitfalls that distort reporting: inaccurate conversion tracking, inconsistent UTM tagging, duplicated data, multiple “versions of truth,” and interpretation traps that lead teams to the wrong conclusions.

Browse the topics that match your situation and turn marketing measurement and data analysis into a repeatable management practice—one that increases transparency, improves decision quality, and supports sustainable revenue growth.