Marketing KPI Checklist
Use this checklist to define a manageable set of metrics for a marketing review.
Working record
| Check | What to do | Evidence to retain |
|---|---|---|
| Acquisition | Define the spend and new-customer population used to evaluate acquisition. Retain the period and attribution rule. | The acquisition record, its source and the person responsible for resolving missing evidence. |
| Conversion | State the qualifying action and the population that could complete it. Use matching periods for numerator and denominator. | The conversion record, its source and the person responsible for resolving missing evidence. |
| Cost | Separate one-off implementation, recurring operation and exit costs. Check each billing unit against the source quotation. | Cost line, source, currency, period and exclusions. |
| Revenue | Specify whether the figure is orders, booked sales, recognised revenue or collected cash. Retain returns and adjustments where relevant. | The revenue record, its source and the person responsible for resolving missing evidence. |
| Retention | Fix the starting cohort and review period before measuring customer or recurring-revenue retention. | The retention record, its source and the person responsible for resolving missing evidence. |
Review the decision
Use this checklist to define a manageable set of metrics for a marketing review. Keep acquisition, conversion, cost attached to the conclusion so the next owner can challenge the assumptions. Resolve missing evidence before treating this record as approval.
Continue the decision
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Calculation and source notes
Keep the displayed formula, input units and model scope with the result. Corrections or questions can be sent through the request section on this page.