Mastering Growth Marketing Metrics: What to Track in the New Year 🌟

The Metrics That Matter in 2025

AuthorAuthor

Melanie Amini & Stefanie Amini
January 08, 2025

As privacy laws tighten, cookies disappear, and analytics tools evolve, the way we measure marketing success must change. Old metrics like impressions and follower counts are losing their luster, replaced by data that drives actionable insights. In this newsletter, we’ll explore how to focus on metrics that matter, adapt to new tools, and use first-party data to predict customer behaviour effectively.

From Vanity Metrics to Actionable Insights

Why Vanity Metrics No Longer Cut It:
Metrics like follower counts and page views are easy to track but often fail to tell the real story. Instead, focus on KPIs that directly tie to business outcomes: Customer Acquisition Cost (CAC), Lifetime Value (LTV), and conversion rates.

Bubble, a DTC skincare brand, increased revenue per customer by 171% and repeat purchase rate by 73% for customers using their loyalty program—all in just six months—by refining their retention marketing strategy.

This case exemplifies the impact of focusing on customer retention and loyalty programs to drive substantial revenue growth.

Practical Tip:

  • Implement A/B testing on landing pages to improve conversion rates.

  • Use tools like HubSpot or Klaviyo to track revenue from email campaigns.

Further Reading:

"How To Identify and Use Actionable Metrics Across Your Company" by Amplitude: This article provides insights into distinguishing between vanity and actionable metrics, offering guidance on implementing meaningful data analysis across an organization

Adapting to GA4 and New Analytics Tools

What’s New in GA4?
Google Analytics 4 (GA4) is here to stay. Unlike Universal Analytics, it focuses on event-based tracking and predictive metrics, giving marketers a clearer view of the customer journey.

Practical Applications:

  • Set up events to track actions like purchases, video plays, or form submissions.

  • Use GA4’s predictive analytics to identify high-value customers and target them with tailored offers.

Case Study:
A SaaS company used GA4 to identify drop-off points in their onboarding process. By addressing these pain points, they improved their trial-to-paid conversion rate by 15%.

Further Reading:

The Power of First-Party Data

Why First-Party Data is Essential:
With third-party cookies on their way out, first-party data is the new gold standard. Collecting and leveraging this data allows you to create highly personalized campaigns while staying compliant with privacy laws.

Practical Tips for Collecting Data:

  • Run email surveys to gather customer preferences.

  • Offer loyalty rewards in exchange for completing profile information.

  • Use purchase history to predict future buying behaviuor.

Example in Action:
W for Woman, an Indian fashion brand, leveraged first-party data to segment customers based on their preferences and purchase history. By sending personalized recommendations, they enhanced customer engagement and improved sales. 

This case illustrates the effectiveness of utilizing first-party data for personalized marketing in the fashion industry.

For a deeper understanding of how fashion brands can implement personalization strategies, you might find the following resource helpful: Ecommerce Personalization for Fashion Brands and First-Party Data Examples: 5 Best Success Stories to Consider 

This article explores effective strategies to tailor shopping experiences, emphasizing the importance of personalization in driving higher sales and customer loyalty.

Further Reading:

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What’s the #1 marketing metric you’re focusing on in 2025? We’d love to hear from you! 

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