Performance Marketer — KPIs
Part of the eDariba Marketing Team docs. Related docs for this role: 01-job-description.md · 02-workflow.md
How we measure
- Every KPI has a Target and an Actual, logged in ClickUp.
- KPIs are logged weekly. No "we'll update at the end of the month".
- We judge performance on the trend, not on a single week.
- "Set after baseline" means we measure the first month, then the Marketing Manager sets the target.
Goal of this role
Get signups and paying customers at the lowest possible cost, and keep the whole funnel measurable.
Main KPIs (results)
| KPI | What it measures | Target | Frequency | Source |
|---|
| ROAS | Revenue ÷ ad spend | > 4x | Monthly | Ads platforms / CRM |
| CAC | Total spend ÷ new paying customers | Set after baseline | Monthly | Ads platforms / CRM |
| CPA / CPL | Cost per signup or lead | Set monthly | Weekly | Ads platforms / GA4 |
| CTR | Clicks ÷ impressions | > 1.3% | Weekly | Ads platforms |
| Frequency | Average times one person saw the ad | < 2.5 | Weekly | Meta / TikTok Ads |
| Visitor → signup CVR | % of paid visitors who sign up | Above baseline 2.6% | Weekly | GA4 |
| Signup → paid | % of signups who become paying customers | Above baseline 12.6% | Monthly | CRM |
Delivery KPIs (output)
| KPI | What it measures | Target |
|---|
| Budget within cap | Spend stays within the approved monthly budget | 100% |
| Daily ad check | Campaigns checked every working day before 12 PM | Every day |
| Weekly creatives analysis | Creatives analysis sheet ready every Monday at 11 AM | Every week |
| Tracking accuracy | GA4 and ad numbers match CRM signups and payments | Gap as small as possible |
| Dashboard updated | Looker Studio dashboard up to date | Every week |
Quality
| KPI | What it means | Target |
|---|
| First-time approval rate | % of work approved by the Marketing Manager without major changes | Rising trend |
| Brand & message accuracy | No work published that breaks the brand guide or promises something the product doesn't do | 0 issues |