Définitions des métriques
Useful metric stack
| Layer | Metric | Why it matters |
|---|---|---|
| Top funnel | CPM and CTR | Shows whether the market is paying attention |
| Lead quality | CPL and MQL rate | Shows whether the traffic is useful |
| Pipeline | Opportunity value and win rate | Shows whether demand turns into revenue |
Guide
Planning rules that help
- Keep one audience test at a time so you know what changed.
- Tie spend to a pipeline target, not just a traffic target.
- Use pacing to avoid spending the full budget before the sales team can absorb leads.
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