Marketing KPI Checklist
Use this checklist to define a manageable set of metrics for a marketing review.
Working record
| Check | What to do | Evidence to retain |
|---|---|---|
| Acquisition | Define the spend and new-customer population used to evaluate acquisition. Retain the period and attribution rule. | The acquisition record, its source and the person responsible for resolving missing evidence. |
| Conversion | State the qualifying action and the population that could complete it. Use matching periods for numerator and denominator. | The conversion record, its source and the person responsible for resolving missing evidence. |
| Cost | Separate one-off implementation, recurring operation and exit costs. Check each billing unit against the source quotation. | Cost line, source, currency, period and exclusions. |
| Revenue | Specify whether the figure is orders, booked sales, recognised revenue or collected cash. Retain returns and adjustments where relevant. | The revenue record, its source and the person responsible for resolving missing evidence. |
| Retention | Fix the starting cohort and review period before measuring customer or recurring-revenue retention. | The retention record, its source and the person responsible for resolving missing evidence. |
Review the decision
Use this checklist to define a manageable set of metrics for a marketing review. Keep acquisition, conversion, cost attached to the conclusion so the next owner can challenge the assumptions. Resolve missing evidence before treating this record as approval.
Continue the decision
How to Build an Editorial Review Process for Practical Business Content · How to Build a Business Dashboard That People Actually Use.
Calculation and source notes
Keep the displayed formula, input units and model scope with the result. Corrections or questions can be sent through the request section on this page.
Content updated: October 11, 2026