Metric Match

How to play Metric Match

Each question gives you a few campaign figures and a result, such as 2.5% or $300. Pick the metric that result measures from four options. You get the formula straight after each answer.

A correct answer scores 10 XP, a perfect run adds 20, and each wrong answer costs a heart.

The metrics in this game

• Reach and attention: CPM is the cost of a thousand impressions. Click-through rate is clicks divided by impressions. Open rate is opens divided by delivered emails.
• Cost: cost per click is spend divided by clicks. Customer acquisition cost is all sales and marketing spend divided by new customers.
• Return: ROAS is revenue divided by ad spend. Conversion rate is buyers divided by visitors. Average order value is revenue divided by orders.
• Retention: churn is customers lost divided by customers at the start. Lifetime value is what a customer pays over the whole relationship.

Reading them together

A single metric rarely tells the story. A high click-through rate with a low conversion rate points to a landing-page problem. A healthy ROAS with a poor LTV to CAC ratio means the campaign pays back once and the customers do not stay. Start from the business question, then choose the two or three numbers that answer it.

The marketing guides explain each metric in detail, and the ROAS calculator lets you run your own figures.