ROI Metrics: The Heartbeat of Modern Marketing Plans

ROI – Return on Investment. It's the whole point in marketing essentially. ROI is about understanding what truly drives your business forward – the conversions, the engagement, and the long-term customer relationships that actually drive business growth. At co&co, we’re all about redefining ROI – yes all sales are conversions but not all conversions are sales. It’s about the bigger picture – getting your brand seen, loved, and trusted, so those non-sale conversions lead to mega sales down the line. Let’s get into it.

Establishing Clear KPIs from the Start

Why KPIs Matter

Setting KPIs (Key Performance Indicators) isn’t optional. If you don’t know what success looks like, how will you know if you’ve achieved it?

Clear KPIs ensure every campaign is aligned with your goals. They’re the heartbeat of a decent marketing plan. But let’s be clear: not all KPIs are created equal. You can’t just say “We want more revenue.” You need KPIs that are specific, actionable, and tied to conversions because as we said already, all sales are conversions, but not all conversions are sales.

How to Define KPIs

Here’s how you get it right:

1. Link KPIs to Business Objectives: For example, "Increase conversions by 20% in six months."

2. Align Teams: Sales, marketing, and product need to be all on the same page. You might want to invest in project management tools like Slack or monday.com to keep the communication flowing.

3. Think Long-term: KPIs should focus on lifetime value, not just quick wins. You need a marketing plan that will evolve and grow, focusing on quick wins will not guarantee sustainable growth.
   
   

Key Missteps to Avoid

• Setting vague goals like “Do better” to your team because honestly, what does that even mean? Set actionable goals like "Increase our email open rates by 15% this quarter" or "Get 20% more qualified leads in the next six months." Specific, measurable, and tied to actual business objectives—that’s how you turn fluff into f*cking results.

• Obsessing over vanity metrics like likes and followers. Yes they’re important, but they aren’t the be all or end all. They don’t pay the bills. Focus on metrics that actually drive results—like conversion rates or customer acquisition costs—because those are the numbers that keep the lights on.
  
  

Bulletproof KPI Examples

✔️Increase email open rates by 15%.

✔️ Reduce churn by 5% in six months.

✔️Boost customer referrals by 10%.

Case Example: co&co x Beech Holdings

At co&co, we worked with Beech Holdings, a property investment and management company, to overhaul their approach to marketing with a focus on actionable KPIs and measurable results. Here’s what we delivered:

✔️ Cost per Sale: Achieved less than 50% of the market average, making their marketing budget work twice as hard.

✔️ Marketing Strategy: Developed a commercial approach centred around KPIs to ensure every effort was tied to clear goals.

✔️ Budget Management: Implemented a marketing budget reconciled monthly, providing full transparency and control over spending.

✔️ Comprehensive Strategy: Established a plan that utilised a full range of marketing channels, ensuring maximum reach and impact.

✔️ Team Management: Restructured the in-house marketing team to operate like an internal agency, with defined roles and clearer responsibilities.

✔️ Industry Recognition: Secured multiple high-profile award nominations and wins within the first six months, showcasing the success of the new marketing strategy.

✔️ Internal Processes: Created a clear system for the wider business to make requests of the marketing team, streamlining operations and improving collaboration.

✔️ Employee Engagement: Created a sense of involvement across the workforce, aligning employees with the business’s future goals.

This case study proves how setting KPIs and executing with precision can transform results. At co&co, it’s not just about hitting targets; it’s about smashing them.

How Real-time Tracking Boosts ROI

Real-time tracking is where it’s at. Why? Because in today’s world, waiting a month to see if your campaign works is like using a pigeon for emails. Real-time tracking means you can:

• Spot what’s working (or what’s sh*t) instantly.

• Cut losses before they spiral out of control.

• Double down on what’s driving conversions.
  
  

Best Tools for Real-time ROI Analysis

You need the right tools to stay ahead. Here are the heavyweights:

• Google Analytics: For website traffic and behaviour insights.

• HubSpot: Tracks campaigns from email to sales.

• Google Sheets: A flexible tool for creating and sharing real-time, customisable ROI tracking sheets, especially for teams that need quick collaboration without complex software.
  
  

How to Make the Most of Real-time Data

Here’s where the magic happens:

1. Pause Underperforming Ads: Don’t waste money on campaigns that are bleeding cash.

2. Refine Targeting: Use live insights to sharpen your audience focus.

3. React to Trends: See a spike? Capitalise on it immediately.
   
   

Steps to Implement Real-time Tracking

1. Choose tools that match your KPIs.

2. Set up alerts for anomalies (e.g., a sudden drop in conversions).

3. Train your team to act fast.

Learning and Pivoting: Adapting Your Strategy

ROI isn’t a set-it-and-forget-it deal. If your campaign’s sh*t, sticking with it won’t make it better. Flexibility is about recognising when it’s time to kill what’s not working and double down on what is. Be quick to regularly review your strategy, pivot and change the game.

1. Review KPIs Regularly: Don’t wait for end-of-quarter reports. Look at your metrics weekly.

2. Experiment with A/B Tests: Test headlines, offers, and creativity. Small tweaks can lead to big wins.
   
   

Pivot Triggers

Look out for the following:

👉Social posts that flop hard - ask yourself, why might this be? What can you do to change it? It might be changing and testing the posting times, rethinking the creative to make it more engaging, or targeting a more relevant audience. Dig into the metrics: Are people scrolling past without engaging? Is the call-to-action weak? Addressing these questions can help you turn a flop into a winner.

👉High traffic but no website conversions—dig deeper. Are visitors dropping off at a specific point? Is your call-to-action clear, or is your landing page sh*t? Look at the user journey and make it seamless. Small tweaks like clearer messaging, faster loading times, or more engaging content can turn traffic into actual conversions.

👉Paid ads delivering negative ROI—stop throwing good money after bad. Analyse where the problem lies. Are your bids too high? Is the audience targeting off? Experiment with new ads, refine your keywords, and reallocate budget to campaigns that actually deliver results.

Clear KPIs, real-time tracking, and adaptability: these are the non-negotiables for smashing your ROI. Marketing should be the last thing you turn off. Why? Because done right, it’s the one thing that keeps your business growing.

At co&co, we don’t just talk about it—we live it. So if your roi-driven marketing plan isn’t delivering the goods, it’s time to rethink your approach. Get in touch with us if you need a hand. We’re always happy to help – let’s make your ROI the best it’s ever been. Let’s work together.