Marketing
Marketing KPIs worth monitoring between reports
Monitor lead volume, acquisition cost, and conversion rates. Turn marketing KPIs into checks your team can act on between reports.
A lead-volume check between marketing reports
Illustration · scheduled checks every 12 or 24 hours
Example Slack notificationReview campaigns and lead routingA matching check queues a notification. This is not an exact message preview.Your marketing report may look fine on Monday, while a broken form or a paused campaign affects the rest of the week. Scheduled checks can surface a change before the next reporting meeting. The aim is not more notifications. It is a short list of marketing KPIs with a clear response.
Choose marketing KPIs that match a decision
Use a mix of volume, efficiency, and quality. More leads are not useful if they never become qualified opportunities. Lower acquisition cost is not a win if the business stops reaching its target customers.
- Qualified lead volume: count leads that meet your agreed qualification rules over a complete period. A low result can prompt a campaign, form, or routing review.
- Cost per qualified lead: divide attributed spend by qualified leads for the same period. A high result can prompt a budget and targeting review.
- Lead-to-opportunity rate: divide opportunities by eligible leads from a defined cohort. A low rate can prompt a handoff or lead-quality review.
- Marketing-sourced pipeline: sum opportunity value under a documented attribution rule. A shortfall can prompt a pipeline generation review.
Do not average channel conversion rates to get a total conversion rate. Divide total conversions by total eligible visits or leads. For example, 10 conversions from 100 visits and 1 from 10 visits give 11 / 110 = 10% overall.
Example: catch a drop in qualified leads
Suppose your team agrees to investigate when fewer than 40 qualified leads arrive in the last seven days. This illustrative BigQuery query checks that rule. Replace the table, columns, qualification logic, and threshold with your own.
SELECT COUNT(*) < 40 AS needs_attention
FROM `your-project.marketing.leads`
WHERE qualified_at >= TIMESTAMP_SUB(
CURRENT_TIMESTAMP(), INTERVAL 7 DAY
)
AND qualified_at < CURRENT_TIMESTAMP()This uses a rolling seven-day window, not a calendar week. It assumes one row per lead. Deduplicate upstream if your source stores multiple events for each lead. BigQuery usage is billed separately by Google.
Use a Google Sheets KPI tracker for a smaller workflow
If your team reports from Sheets, prepare a dedicated tab for the period you want to monitor. For example, keep one row per channel and a numeric Qualified leads column. Kisu can sum that column and compare it with your review floor.
A visible sheet filter does not limit the check. Kisu reads hidden and filtered rows too. Prepare the correct subset in a dedicated tab or helper column before selecting the metric. For a total cost-per-lead alert, calculate the ratio of totals in the sheet rather than averaging channel ratios.
Account for attribution and reporting delays
Ad platforms, analytics tools, and CRM exports can arrive at different times. Compare aligned periods. Avoid treating an incomplete day as a full day, and allow time for conversions to mature. Kisu does not import data from ad platforms; your existing process must put the relevant data in BigQuery or Sheets.
Set a 12- or 24-hour check and route matching results to the team’s Slack channel. Every successful matching check queues a notification. A message is a prompt to inspect tracking and campaign performance, not proof that a campaign caused the change.
Keep your regular KPI reporting for attribution context and long-term trends. Use Kisu for the few checks that should not wait for it. Start with the Google Sheets KPI tracker guide if you want a no-SQL workflow.