The metrics pyramid

Not all metrics are equal. Paste in what you're tracking and see where each one sits in the marketing effectiveness hierarchy, from activity outputs at the base to commercial outcomes at the peak.

Sort your metrics

What are you measuring?

Enter any marketing metrics you're tracking. The pyramid sorts them into five levels, from activity at the base to commercial outcomes at the peak.
1 Commercial
outcomes
The money metrics. What your CFO and board actually care about.
Your commercial metrics will appear here
2 Customer
behaviour
What customers actually do. The behaviours driving your business.
Your behaviour metrics will appear here
3 Memory
metrics
What's in their heads. Mental availability before purchase.
Your brand metrics will appear here
4 Comms
response
How people respond to your marketing activities.
Your response metrics will appear here
5 Activity +
outputs
What marketing produces. Necessary but not sufficient.
Your activity metrics will appear here
- Score
Framework balance
Enter your metrics to see your score

What this means

The five levels

1
Commercial outcomes
Revenue, profit, margin, shareholder value. The numbers your finance team watches. If marketing can't connect to these, it's a cost centre.
2
Customer behaviour
Lifetime value, churn, retention, purchase frequency. What people actually do with their money. Leading indicators of level 1.
3
Memory metrics
Brand awareness, recall, consideration, NPS, sentiment. What lives in people's heads before they buy. The bridge between comms and behaviour.
4
Comms response
Click-through, conversion, ad recall, engagement. How people react to the things you put in front of them. Useful, but not outcomes.
5
Activity + outputs
Impressions, reach, followers, traffic. Proof that money was spent. Necessary for reporting, but too often confused with results.