Essential Tools for Tracking and Scaling Your Business Metrics
As a Fractional CMO, one of the most frequent questions I hear from founders and senior commercial leaders is, "What tools should I use to track and optimise my business metrics?"
With so many options available, choosing the right tools can feel overwhelming. To help simplify the decision-making process, I’ve rounded up a curated list of the best tools across different categories. These are the platforms I trust and recommend for tracking performance, optimising campaigns, and driving growth.
1. Tools for Tracking Metrics
Google Analytics
What it does:
Google Analytics is the gold standard for understanding website performance. It tracks website traffic, conversion rates, and attribution insights, helping you identify which channels drive the most value.
Why use it:
Gain insights into customer behavior.
Identify top-performing pages.
Track the success of marketing campaigns.
HubSpot
What it does:
HubSpot offers a comprehensive CRM platform to manage customer data, track marketing and sales campaigns, and monitor key metrics like Customer Acquisition Cost (CAC) and Lifetime Value (LTV).
Why use it:
All-in-one platform for marketing, sales, and service teams.
Track the entire customer journey.
Robust analytics and reporting.
Klaviyo
What it does:
Ideal for email marketing, Klaviyo goes beyond just sending campaigns. It provides segmentation, customer behavior analytics, and built-in LTV tracking.
Why use it:
Segment audiences for hyper-targeted campaigns.
Analyse customer purchase behaviour.
Automate personalised email flows.
Mixpanel
What it does:
Mixpanel focuses on product analytics, helping you understand customer journeys, feature usage, and retention metrics.
Why use it:
Visualise customer funnels.
Identify drop-off points in user journeys.
Optimise retention strategies.
ChartMogul
What it does:
Built for subscription businesses, ChartMogul offers powerful analytics for tracking CAC, LTV, and Monthly Recurring Revenue (MRR).
Why use it:
Designed for SaaS and subscription models.
Clear insights into subscriber growth.
Monitor churn and revenue trends.
2. Marketing Campaign Tools
Meta Ads Manager (Facebook/Instagram)
What it does:
Meta Ads Manager enables you to run paid campaigns on Facebook and Instagram, track ad performance, and calculate CAC.
Why use it:
Highly targeted audience segmentation.
Detailed ad performance metrics.
Tools to optimise campaign ROI.
Google Ads
What it does:
A must-have for search engine marketing, Google Ads provides robust reporting on campaign ROI and customer acquisition costs.
Why use it:
Precise targeting through keywords.
Detailed insights into conversion performance.
High ROI potential with optimised campaigns.
TikTok Ads Manager
What it does:
TikTok Ads Manager lets you run and analyse campaigns designed for viral, engaging content, especially for younger audiences.
Why use it:
Reach a highly engaged Gen Z and Millennial audience.
Creative, interactive ad formats.
Track campaign performance in real-time.
3. Customer Retention Tools
LoyaltyLion
What it does:
LoyaltyLion allows you to create tailored loyalty programs to boost customer retention and track repeat customer metrics.
Why use it:
Drive repeat purchases through rewards.
Measure the impact of loyalty on revenue.
Build stronger customer relationships.
Zendesk
What it does:
Zendesk provides a seamless platform for customer support and engagement, helping foster loyalty while analysing satisfaction levels.
Why use it:
Improve customer service efficiency.
Gain insights into customer pain points.
Boost customer satisfaction and retention rates.
4. Data Visualisation & Reporting
Tableau
What it does:
Tableau offers advanced visualisation capabilities for creating dynamic dashboards and detailed reports, making data actionable.
Why use it:
Visualise complex datasets with ease.
Integrate multiple data sources.
Make data-driven decisions faster.
Looker
What it does:
Looker is a data analytics platform that provides advanced reporting and insights into CAC, LTV, and other critical metrics.
Why use it:
Highly customisable analytics.
Perfect for scaling businesses.
Deep integration with various data sources.
Google Data Studio
What it does:
A free tool by Google, Data Studio connects with various platforms to create customisable reports and dashboards.
Why use it:
No cost to use.
Connects directly to Google Ads, Analytics, and more.
Great for visualising campaign performance at a glance.
How to choose the right tools
Selecting the right tools depends on your business model, growth stage, and goals. A subscription-based SaaS company may find ChartMogul indispensable, while an e-commerce brand could benefit most from Klaviyo’s segmentation capabilities. The key is to start with tools that address your most immediate pain points, then expand your tech stack as your business scales.
By implementing the right tools, you’ll have a clear view of your business’s performance, enabling you to make data-driven decisions and achieve scalable growth. As a Fractional CMO, I’ve worked with a wide range of these platforms to unlock growth for businesses like yours. Let’s discuss how these tools can transform your marketing strategy.
Ready to take your business metrics to the next level? Contact me today.
