FunnelGym

Marketing Metrics and KPIs

6 workouts · 37 minutes · in 8 programs

Knowing which numbers really matter: choosing KPIs, unit economics, profitability and setting realistic targets.

Every marketing team has a weekly report, and most of them are a wall of numbers nobody makes a decision from. The useful version answers three things: which number we are steering by, what a customer is worth next to what they cost, and the point where the campaign starts making money instead of noise. This module builds that habit in order, from picking KPIs to break-even ROAS to defending a target someone threw out in a meeting.

The workouts in this module

  1. 01 / 6 min

    Metric or KPI? Numbers tied to a goal

    By the end of this workout, you'll be able to tell a metric from a KPI, pick 3-5 KPIs for a concrete goal, and turn a revenue goal into a number your team can act on.

  2. 02 / 7 min

    CAC, LTV and payback period

    By the end of this workout, you'll be able to calculate customer acquisition cost, margin-based lifetime value and payback period, and use the LTV:CAC ratio to decide which channel deserves more budget.

  3. 03 / 7 min

    ROAS is not enough: profit margin and break-even ROAS

    By the end of this workout, you'll be able to calculate break-even ROAS from gross margin, turn a campaign's ROAS into actual profit, and explain why platform-reported ROAS needs a second check.

  4. 04 / 6 min

    The North Star metric and the metric tree

    By the end of this workout, you'll be able to choose one North Star metric for a business, break it into input metrics with owners, and use the tree to find which lever to pull.

  5. 05 / 5 min

    Vanity metrics: the likes and followers trap

    By the end of this workout, you'll be able to spot a vanity metric with two quick tests, swap it for the actionable number behind it, and resist scaling a “viral” result that isn't selling.

  6. 06 / 6 min

    Setting realistic targets: past data, seasonality and budget

    By the end of this workout, you'll be able to set a target from a baseline, a seasonality index and the budget you actually have, and defend it against a round number someone picked in a meeting.

The project: Design a KPI dashboard for an online store

You get the last 3 months of data from a fictional online coffee brand doing $15,000 in monthly revenue. Pick a North Star metric that fits the brand's growth goal, build the metric tree under it and calculate break-even ROAS.

What you hand in: A metric tree diagram, a break-even ROAS calculation and a draft dashboard with 5 KPIs to track every week.

How the project is judged

North Star fit
The metric captures customer value and predicts revenue; it is not revenue itself, a cumulative total or a reach number.
Tree logic
The inputs genuinely produce the North Star (e.g. sessions × conversion rate × order value), and each has an owner.
Accuracy
Margin and break-even ROAS are computed correctly from the given data, and the KPI targets follow from the 3 months of history.
Actionability
Every KPI on the dashboard passes the “so what do we do?” test and has a stated target.

Programs that include this module

All programs

See plansTry the free first workout