InfiniGrow’s different tabs provide you with access to some unique marketing metrics. In this article, we will review key InfiniGrow metrics to help you better understand how and when to use each metric.
Effectiveness Metrics
Effectiveness metrics are about quantity. They indicate the volume generated by your marketing efforts - this refers to total amounts, such as your total marketing spend, or how many customers marketing is driving.
Here are some of the most common effectiveness metrics in infiniGrow:
Marketing-Attributed Pipeline/Revenue: The amount of potential (pipeline) or actual revenue generated over the selected time period, which was attributed to marketing, based on your selected attribution model.
Marketing-Sourced Business Impact: The business impact that was sourced by marketing (the first touchpoint on the customer’s journey was a marketing touchpoint).
In the Marketing-Sourced Business Impact widget, you can toggle between three metrics:
Impact: The volume of prospects for the selected conversion goal, which was sourced by marketing.
Efficiency: The cost efficiency of various marketing channels.
Velocity: The time it takes for a prospect to transition between the previous funnel stage and the selected funnel stage (conversion goal), on average, per marketing channel.
Touched [funnel stage]: The number of, for example, customers, that have a touchpoint from the channel, campaign, or content piece, anywhere on their journey, and before converting to the selected funnel stage (customers, in our example).
Attributed [funnel stage]: The number of, for example, customers, that is attributed to the channel, campaign, or content piece, by the selected attribution model.
Touched Revenue: The amount of revenue that has been generated by journeys that had a touchpoint from the analyzed channel, campaign, or content piece, before converting to the selected funnel stage (customers, in our example).
Attributed Revenue: The amount of revenue that is attributed to the channel, campaign, or content piece.
Spend: The sum of all marketing spend for the selected timeframe, across all channels.
New MQLs: The number of MQLs generated over the time period.
New SQLs: The number of SQLs in the selected time period.
New Pipeline: The amount of potential revenue generated over the selected time period (the value of created opportunities, regardless of whether they’re closed-won or lost)
Top contributor: The channel which drove the highest number of conversions (based on your chosen conversion goal) over the selected time period.
Velocity Metrics
If effectiveness metrics are about quantity, velocity metrics are about speed.
Velocity metrics indicate the time efficiency of your efforts - how long it takes for a prospect to move through the funnel or between stages. Learn how velocity is calculated in InfiniGrow
Funnel Stage Velocity: the time it takes for a prospect to transition between the previous funnel stage and the selected funnel stage, on average.
Average Sales Cycle: the average length of a full journey that included a touchpoint from the analyzed channel.
Efficiency Metrics
Efficiency metrics are about quality. they help you make better investment decisions.
A channel can be effective (drive a high amount of pipeline, for example) but not efficient (have a high cost, and as a result, have a negative ROI) - the differentiation between these two metric types, and how they interact with each other, will help you understand the current state of your marketing team’s performance.
Marketing ROI: Marketing-Attributed Revenue, divided by total costs.
Marketing Pipeline ROI: Marketing-Attributed Pipeline, divided by total costs.
Cohort Conversion Rates: by default, your funnel will present cohort conversion rates. Hovering over any step in your funnel will present the numbers behind the percentage - the conversion rate for the cohort of users who are currently in the chosen stage. This provides a more accurate conversion rate, compared to the more common “snapshot” funnel, presented by default.
Cost per [funnel stage] (i.e., lead, MQL, SQL, Opp, or Customer.): total cost divided by the number of conversions per stage (within the selected time frame).
Efficiency (cost per customer): Channel/Campaign/Content cost, divided by the number of Attributed [funnel stage]. This calculation will give you the true cost per result for the selected channel.
Metric Type example - Historical Performance widget:
The historical performance widget contains all three metric types as described above:
InfiniGrow’s revenue marketing metrics should be easier to understand now that you've read the above guide.
Have a question about a metric not listed here? Let your CSM know, and we'll add the metric!