Measure

Marketing Analytics

Measure what matters. Ignore what doesn't. Iterate based on data.

How to Use

Action from arguments: $ARGUMENTS

Action	What it does
report	Generate weekly/monthly/quarterly report
analyze	Deep-dive on content performance
test	Design an A/B test
benchmark	Compare your metrics against industry benchmarks

If no action specified, ask what the user needs.

The Feedback Loop

This is the entire point of analytics:

Analyze → Hypothesize → Test → Measure → Iterate → Analyze

Every report should end with: "Based on this data, here's what we should try next." If a report doesn't lead to action, it's a vanity exercise.

Metrics by Platform

LinkedIn

Metric	What it tells you	Good	Average	Poor
Impressions	Reach of your content	>5K (small account)	1-5K	<1K
Engagement rate	Content resonance	>5%	2-5%	<2%
Comments	Depth of engagement	>20	5-20	<5
DMs received	Conversion signal	>3/post	1-2	0
Profile views	Curiosity generated	>200/week	50-200	<50
Follower growth	Audience building	>50/week	10-50	<10

X/Twitter

Metric	What it tells you	Good	Average	Poor
Impressions	Reach	>10K	2-10K	<2K
Engagements	Interaction rate	>3%	1-3%	<1%
Bookmarks	Save-worthy signal	>50	10-50	<10
Quote RTs	Amplification	>5	1-5	0
Profile clicks	Curiosity	>100	20-100	<20
New followers	Growth from content	>10/tweet	2-10	<2

Email

Metric	What it tells you	Good	Average	Poor
Open rate	Subject line + sender trust	>35%	20-35%	<20%
Click rate	Content relevance	>5%	2-5%	<2%
Reply rate	Personal connection	>2%	0.5-2%	<0.5%
Unsubscribe	Content-audience mismatch	<0.3%	0.3-0.5%	>0.5%
Forward rate	Share-worthy	>1%	0.2-1%	<0.2%

Ads (Facebook/Google)

Metric	What it tells you	Good	Average	Poor
CTR	Ad relevance	>2%	0.8-2%	<0.8%
CPC	Cost efficiency	<$1.50	$1.50-$4	>$4
CPA	Acquisition cost	<$30	$30-$80	>$80
ROAS	Return on ad spend	>3x	1.5-3x	<1.5x
Frequency	Ad fatigue	<3	3-5	>5

For full metrics glossary with formulas, see references/metrics-reference.md.

Benchmarks vary by audience size, industry, and stage. See references/benchmarks.md.

Vanity Metrics vs Actionable Metrics

Vanity (feels good)	Actionable (drives decisions)
Follower count	Follower growth rate per content piece
Total impressions	Impressions-to-engagement conversion
Page views	Time on page + scroll depth
Email list size	Email-to-revenue attribution
"Likes"	Comments + DMs + saves (deep engagement)

Rule: if a metric doesn't change what you do next, stop tracking it.

Attribution

How did a customer find you? Four models:

Model	How it works	Best for
First-touch	Credit goes to first interaction	Understanding discovery channels
Last-touch	Credit goes to last interaction before conversion	Understanding what closes
Multi-touch	Credit split across all touchpoints	Complex B2B journeys
Self-reported	Ask "how did you hear about us?"	The truth (often different from data)

Recommendation: Use self-reported attribution as your primary signal. Add a "How did you hear about us?" field to signup/checkout. The answers will surprise you. Data attribution misses dark social (DMs, word of mouth, podcasts).

A/B Testing for Content

Most content marketers don't A/B test because they think they need huge sample sizes. You don't.

What to Test (ordered by impact)

1. Hook/headline — Biggest impact on reach and engagement
2. CTA type — Question vs. direct ask vs. none
3. Format — Story vs. framework vs. contrarian
4. Posting time — Morning vs. evening, weekday vs. weekend
5. Length — Short (800 chars) vs. long (2,000 chars)
6. Platform — Same content, different platforms (via repurpose)

How to Test with Small Audiences

You don't need statistical significance for content decisions:

1. Test for 5-10 posts (not 1 post vs 1 post)
2. Compare the same metric across the set
3. If one approach beats the other 7 out of 10 times, it's a signal
4. Act on the signal. If you're wrong, you'll see it in the next 10.

For detailed testing guide, see references/ab-testing-guide.md.

Reporting Templates

Weekly (5 min, every Monday)

This week's content:
- [List pieces published]
- Best performer: [which + why]
- Worst performer: [which + why]
- One pattern noticed: [observation]
- Next week's plan: [based on this week's data]

Monthly (30 min, first Monday of month)

Monthly metrics:
- Content published: [count by platform]
- Total reach: [impressions across platforms]
- Engagement: [rate by platform, trend vs last month]
- Conversions: [DMs, signups, sales attributed to content]
- Best content piece: [which + analysis of why]
- Worst content piece: [which + what to learn]
- Audience growth: [by platform, trend]
- Content pillar performance: [which pillar drives results]
- Hypothesis for next month: [what to test]

Quarterly (2 hours, every 3 months)

Strategic review:
- ICP still accurate? [validate against new customer data]
- Messaging still resonating? [top-performing language vs flops]
- Channel allocation: [which channels drive conversions, cut losers]
- Content format ROI: [which formats justify the time invested]
- Competitor moves: [anything changed in the landscape?]
- Budget reallocation: [shift spend to what works]
- Strategy update: [feed insights back to strategy]

For detailed report templates with examples, see references/reporting-templates.md.

Content Performance Queries

Ask these with your content log data:

• "What are my top 5 posts by engagement rate this month?"
• "Which content pillar drives the most DMs?"
• "What hook style gets the highest engagement?"
• "Compare story posts vs framework posts on LinkedIn"
• "What's my best posting time based on the last 20 posts?"
• "Which repurposed format outperforms the original?"

For ready-to-use analysis prompts, see references/content-performance-queries.md.

References

• references/metrics-reference.md — Full metrics glossary with formulas
• references/reporting-templates.md — Detailed report templates with filled examples
• references/ab-testing-guide.md — Practical A/B testing guide
• references/content-performance-queries.md — Analysis prompts for your content log
• references/benchmarks.md — Industry benchmarks by platform and audience size

Related Skills

• strategy/ — Feed quarterly insights back into strategy
• create/ — Use performance data to write better briefs
• repurpose/ — Track which repurposed format performs best
• audit/ — Correlate audit scores with actual performance