Marketers are constantly on the search for useful metrics. While knowing baseline metrics is always a good thing, deciding which of those metrics are valuable-which ones turn into leads-can be confusing. Below is an infographic, created by www.pardot.com, entitled “Marketing Metrics that Matter”, which outlines most of the marketing metrics available, and separates them into useful categories (Better Metrics), and the not so useful (Vanity Metrics). Print this out, discuss it with colleagues, and start getting metrics that will make a difference to your marketing strategy!

Everyone gets emails, but how do you know your emails are hitting their mark? When considering your email marketing campaign, take a look at better metrics such as leads generated, click through rate, and lead quality instead of vanity metrics such as bounce rate and open rate.

Social metrics: instead of thinking about it as a numbers game, think of it as an interaction gauge. Instead of counting the number of fans you have, or retweets you’ve scored, count the number of closed deals and referrals you’re getting.

With all the metrics available, the ones you pay for may be the most valuable. But be very conscious of which marketing metrics you pay attention to. Numbers like impressions, position, and click-through rate are definitely not as important as the number of leads, the cost per lead, or the cost per acquisition.

Display metrics are always fun. Seeing how many potential customers are viewing your information can be a huge confidence booster. But numbers like impressions and click-through rate may not pay off in the long run. Use the more valuable metrics like the click to lead, cost per lead, and cost per acquisition instead.

Feel free to like, share, and comment on this infographic entitled “Marketing Metrics that Matter” from www.pardot.com!