In a world of KPIs, ROAS and CPAs, understanding your marketing’s real impact may have you saying, “IDK.”

Measurement is the bread and butter of any good marketing campaign—but no single metric is going to give you a full picture of your performance. Each metric is a piece of a giant puzzle: The “right” metric may not fit if you place it incorrectly, and the “wrong” metric may fit just fine, but end up creating a distorted picture. You need to choose metrics that fit together in the right ways.

So, why should you give a s**t?

Your marketing is only as good as your metrics. Using metrics incorrectly can inflate (or deflate) your true marketing efforts, which means you’re wasting time and money.

This guide will help you understand which metrics actually bolster your marketing efforts instead of ones that just make you feel good. And, by the end, you’ll be able to identify a partner who won’t sell you a load of bulls**t.