Marketing metrics should connect to your marketing goals. The whole point of metrics is to measure your progress in meeting those goals. Start by defining your objectives, whether it’s increasing brand awareness, driving conversions, or improving customer retention. Then, consider metrics that align with those objectives. For example, if your goal is to boost website conversions, track metrics like conversion, click-through, and bounce rates. Then, you can regularly assess your metrics as your business evolves and adjust them to ensure you’re tracking the most impactful data.