The 7 Metrics That Actually Matter in 2025

We live in a time when almost everything can be measured - clicks, scrolls, impressions, even how long someone hovers on a post. With AI making it easier than ever to collect, sort, and display data, the real challenge isn’t getting numbers, it’s knowing which ones actually matter. Too often, marketing dashboards get cluttered with vanity metrics that don’t tell you much about performance.

As we head into Q4 of 2025, here are the seven campaign metrics famjam believes UK SMEs should be tracking, the ones that will actually show if your marketing is moving the needle.

1. Return on Marketing Investment (ROMI)

ROMI tells you how campaign spend translates into profit. It isn't just revenue; it's revenue net of marketing spend. Nearly half of marketing managers call ROMI “very useful” for justifying budgets.

2. Customer Lifetime Value (CLV)

CLV helps you focus on the customers who keep returning, those who offset higher acquisition costs, and whose loyalty fuels growth. In 2025, CLV isn’t just helpful - it’s foundational.

3. Customer Acquisition Cost (CAC)

You need to know not just how much you're spending, but whether that spend pays off over time. Low CAC + high CLV = growth that isn't just fast, it’s sustainable.

4. Conversion Rate by Channel

It’s not enough to know your total conversions, you need to understand which channel is pulling its weight. Conversion rate broken down by source (organic, email, paid social, etc.) shows where to optimise next.

5. Attention-Based Metrics

For Gen Z audiences, things like views or impressions barely scratch the surface. Snap’s recent study calls for attention-based metrics that really measure engagement, ones that are more reliable than VTRs or impressions.

6. Email Campaign ROI Per Email

Measuring revenue per email sent or click-through rates is more than old school; it’s cost-effective and clearly actionable. Email ROI remains one of the leanest ways to see direct return.

7. Brand Preference

This one's the secret weapon. Brand preference shows whether your audience chooses your brand consistently over competitors. It’s arguably the most powerful marketing metric, rising nearly in lockstep with sales.

Gathering Data That Actually Moves the Needle

Want to track them? Start simple:

– Use Google Analytics / e-commerce reports for ROMI, CLV, CAC, and channel conversion rates.

– Email platforms (e.g., MailChimp, Klaviyo) compute per-email ROI and CTR automatically.

– For attention-based metrics, look to tools like Snap’s attention score or emerging attention indexes

—you don’t need them to replace, just complement.

– And for brand preference? A single, regular survey or brand tracker is all you need - focus on one consistent question like “Which brand would you typically go for?” and measure over time.

famjam's final thoughts - Keep It Lean, Keep It Real

If we learned anything in 2025, it’s that simpler sets of metrics (when chosen well) kick the arse of bulky dashboards full of vanity. Track ROMI, CLV, CAC, conversion by channel, attention (where it matters), email ROI, and brand preference.

That’s seven numbers that tell you whether your campaigns are working, and why.

That’s the famjam way: actionable, efficient, effective. Now go make those campaigns count.