Every single business has their north star metrics.

It’s the main metric they use for tracking progress, run rate and seeing if they will be able to hit their goals.

For most brands it’s going to be either profit or revenue.

But then you have supporting metrics that you can use and analyze to find potential bottlenecks and/or opportunities.

And for some reason, most brands think this metric should be their click rate which is probably the worst choice.

That’s because without extra context, this is a purely vanity metric.

I can take ANY campaign, even the worst performing one you’ve ever had, select a segment of highly engaged subscribers and there you go. Click rate for this campaign would be your highest one ever.

On top of that, clicks on their own don’t mean much.

You can have a campaign with a 4% click rate that drives $3,000 revenue and you can have a campaign with 1% click rate that drives $15,000.

I think we can both agree that the second one is a clear winner.

What you should do instead (at least in my opinion) is focus on unique opens and clicks.

Then of course analyze if more unique clicks equals more revenue.

Some other metrics you can be looking at are: AOV, 30-day and 90-day LTV, average time between orders, lead to customer ratio and your payback period.

Hope that helps,
Konrad

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