The marketing KPIs every business must track

Many Moroccan businesses spend on ads every month without ever knowing whether it pays. They look at likes, celebrate views, but can't say what a customer costs. It's the best way to burn through a budget. Here are the marketing KPIs (key performance indicators) you absolutely must track to steer your business in Morocco, in the order they really matter.

Why measuring changes everything

There's a simple principle in marketing: what doesn't get measured doesn't get better. Without numbers, you navigate by instinct — you raise a budget “because it seems to be working,” you cut a campaign “people don't like” — but you actually know nothing. The right marketing performance indicators turn those impressions into decisions. They answer three questions: what attention costs you, what a customer costs you, and what that customer brings in.

Acquisition KPIs

They measure the cost of attracting attention and generating contacts, at the top of the funnel:

• CPC (cost per click): what you pay each time someone clicks. In Morocco, it often runs $0.08–0.35 / €0.08–0.35 on Facebook and Instagram.
• CPM (cost per thousand impressions): the price of showing your ad 1,000 times. Useful for judging awareness and competitive pressure.
• Cost per lead (CPL): the price of a qualified contact (form, WhatsApp message, call). Already far more telling than CPC.

These numbers vary by network and industry. For detailed benchmarks, see our article on Facebook and Instagram ad prices in Morocco.

Conversion KPIs

Acquisition isn't enough: you still have to turn clicks into customers. Two metrics are enough to watch this stage:

• Conversion rate: the percentage of visitors who take action (purchase, quote request, appointment booking). A rate of 1 to 3% is common in e-commerce; a good landing page can do much better.
• CPA (cost per acquisition): what a customer or a sale costs you, all in. It's the CPL measured against actual conversions — one of the most honest numbers in your marketing.

Profitability KPIs

This is where marketing meets accounting. These two KPIs tell you whether you're making money:

• ROAS (return on ad spend): the revenue generated for every $1 spent. A ROAS of 4 means $4 in revenue for every $1 invested.
• LTV (customer lifetime value): what a customer brings in over the whole relationship, not just on the first purchase. A $12 / €12 CPA is excellent if the customer comes back and spends $149 / €149 over the year.

KPI summary table

The vanity metrics to ignore

Some numbers flatter the ego but fund nothing. They're called vanity metrics:

• Likes and views: nice to have, but they prove no purchase intent.
• Follower count: 50,000 inactive followers are worth less than 500 loyal customers.
• Raw impressions: without clicks or conversions behind them, they say nothing about profitability.

Building a simple dashboard

You don't need a complicated tool to get started. A good dashboard often comes down to three building blocks:

1. A spreadsheet: one row per month, one column per KPI. That's enough to spot trends.
2. Google Analytics: to measure traffic, sources and conversion rate on your website, for free.
3. Your ads manager: for the CPC, CPM, cost per lead and ROAS of your Meta or Google campaigns.

What matters isn't the tool but consistency: record the same numbers at the same pace, compare, adjust. At ANIMA, every client gets clear, transparent reporting — a separate ad budget, zero hidden commission, and your accounts belong to you. To go further on the campaigns themselves, discover our Meta ads service in Morocco.