#marketing-metrics

Chief Marketing Officers (CMOs) must use strategic solutions backed by reliable data to show the impact of marketing decisions on an organization's long-term financial strength and shareholder value, according to MarTech. The board's emphasis on metrics connected to revenue and profitability means CMOs should avoid discussions centered on vanity metrics like increases in social followers or website page views, which do not link to financial outcomes.

Return on ad spend (ROAS) has been the standard metric for evaluating marketing performance, but according to [MarTech](https://martech.org/why-performance-marketing-needs-more-than-roas/), it fails to explain overall growth in a complex digital ecosystem.

Performance marketing is shifting from relying solely on return on ad spend (ROAS) as organizations seek clearer accountability for growth, according to MarTech. ROAS, which measures dollars in versus dollars out, is simple but insufficient in the increasingly complex digital ecosystem, as it focuses on immediate efficiency rather than long-term business outcomes.

High-ROAS campaigns often capture existing demand, such as retargeting users near conversion, but contribute little to incremental...

Return on ad spend (ROAS) has been a standard metric for assessing marketing performance, but according to [MarTech](https://martech.org/why-performance-marketing-needs-more-than-roas/), it fails to explain overall growth in a complex digital ecosystem.