The True North of ROI: How to Measure Marketing Success (Beyond Just Likes)

 By: Chief Honker at Quack the Algorithm, Canada’s #1 Goose-Themed Marketing Brain Trust

Let’s get one thing straight: if I had a toonie for every time someone told me their campaign was “super successful” because it got 100 likes on Instagram, I’d have enough money to buy a lifetime supply of Timbits and retire to a lake with good Wi-Fi.

Look, likes are nice. They're like polite nods at a Canadian potluck — encouraging, but not exactly commitment. What we want is ROI — Return on Investment — or, as I like to call it, “Results Over Impressions.” (Catchy, right? Trademark pending.)

So let’s dive into the frosty waters of marketing metrics and finally answer the age-old question: Are we actually getting results, or are we just popular among bots and our moms?


First Off, What Is ROI in Marketing?

Glad you asked, fellow maple-syrup-powered entrepreneur. ROI is the money you make back from the money you spent, but in marketing, it’s also the impact of your time, energy, and willingness to dance awkwardly on TikTok in front of your product display.

Think of ROI as the ultimate scoreboard for your efforts. It's not just about being busy — it's about being effective. If you posted every day for a month and your only new client is your Aunt Marge (again), then we need to talk.

The Metric Trap: “But Our Engagement Is Up!”

Listen, we love engagement. Engagement’s great. But engagement without conversion is like catching a fish and then politely letting it go because you didn’t bring a cooler.

Let’s break it down:

  • Likes: Good for ego, bad for accounting.
  • Shares: Better. Shows people care.
  • Comments: Solid. Unless it's just a string of emojis from a bot named "CryptoBoy99."
  • Clicks: Now we're talking.
  • Conversions: Ding ding ding — we have a winner.

If people are clicking but not converting, you don’t have a visibility problem — you have a value proposition problem. Or your checkout page looks like it was designed by a raccoon. We’ve seen it. It’s okay. We fix that.

KPIs: The Holy Grail of the North

Key Performance Indicators (or as we call them here at Quack the Algorithm, "Kindly Please Improve-ables") are how we track actual progress.

A few KPIs to watch like a hawk in a toque:

  • Customer Acquisition Cost (CAC): How much did it cost to get that customer? If it’s more than they spent, that’s a problem. Unless they brought you Nanaimo bars. Then it’s negotiable.
  • Lifetime Value (LTV): Are your customers coming back? Are they loyal, or just here for the launch discount and ghosting like a bad Tinder date?
  • Conversion Rate: The number of people who said “yes” vs. the number who just lurked and left.
  • Email Open/Click Rates: Because if no one opens your newsletter, you’re just yelling into the digital void. (Shoutout to my last ex — same energy.)

Vanity Metrics vs. Sanity Metrics

This one's important. Vanity metrics make you feel good. Sanity metrics make your business good.

  • Vanity Metric Example: “Our video hit 10k views!”
  • Sanity Metric Example: “Our video drove 150 clicks, 23 signups, and 3 actual sales.”

Vanity says, “I’m famous.”
Sanity says, “I can pay rent and buy artisanal cheese.”

Choose wisely.

Real Talk: How Do You Actually Track ROI?

Here’s the Quack the Algorithm patented* (*not actually patented) system:

  1. Set a goal. Like, a real one. “More engagement” isn’t a goal. “Get 50 new qualified leads in 30 days” is.
  2. Pick the right tools. Google Analytics, Meta Ads Manager, UTM links, your cousin who loves Excel — whatever works.
  3. Measure what matters. Not everything is worth tracking. Focus on the actions that lead to revenue, retention, and repeat customers.
  4. Refine ruthlessly. If it’s not working, don’t double down. Adjust. Adapt. Or, as we say in Canada, “pivot like a moose on ice.”

Final Honk: ROI is the Compass, Not the Selfie Count

At Quack the Algorithm, we believe marketing should do more than look pretty on a grid. It should work. It should convert. It should help you build a business that doesn’t crumble like a butter tart in August.

So stop chasing likes and start chasing impact. The True North of ROI isn’t a magic number — it’s a mindset.

One built on strategy, measurement, and occasionally bribing the algorithm with a goose in a bowtie.

Go forth. Measure better. Market smarter. And if you’re stuck? You know where to find us. We’re the ones honking about data while sipping double-doubles in the snow.

Need help finding your True North?
Subscribe to Quack the Algorithm for more marketing wisdom, more laughs, and fewer empty metrics. We’ll help you turn “meh” into measurable.

🍁📈🧠

 

Location: Halifax, NS, Canada

Comments

Post a Comment

Popular posts from this blog

How to Increase Engagement on Social Media: Ducking the Algorithm with Quack the Algorithm

Image
  Quack, quack! 🦆 Yep, you heard that right. Welcome to Quack the Algorithm , your favorite feathered friend when it comes to digital marketing. Now, if you’re here, it means you’re probably thinking, “How do I increase engagement on social media?” Well, my fine-feathered friend, you’ve come to the right place. Get ready for some duck-tacular tips that’ll have your posts getting more love than a baby duckling in a puddle. 1. Don’t Just “Duck and Hide”—Show Up Consistently We’ve all had those moments—posting something once, then disappearing into the void for weeks (or months). It’s like showing up at a duck pond, tossing in some breadcrumbs, and then leaving before the ducks even have a chance to nibble. Not cool. Engagement is all about showing up consistently . Whether you’re posting daily, weekly, or somewhere in between, make sure your audience knows when to expect your next tweet, post, or story. Ducks don’t get to swim in a pond if they only show up once a mont...
Read more

Quack the Algorithm: The Pros and Cons of Social Media Platforms (Or, Which One Will Ruin Your Sanity the Fastest?)

Image
  Welcome to Quack the Algorithm, where we try to tame the ever-changing social media beast without losing our minds (or our dignity). Today, we’re breaking down the pros and cons of the major social media platforms, because let’s be honest—each one is a blessing and a curse wrapped in an endless scroll of cat videos and unsolicited opinions.   Facebook: The Digital Family Reunion You Can’t Escape   Pros: ✔ Great for targeting boomers and nostalgic millennials who still remember FarmVille. ✔ Ads can be hyper-targeted—want to sell artisanal dog sweaters to left-handed Gemini pet owners? No problem. ✔ Groups can be a goldmine for engagement (if you can tolerate that one guy who posts conspiracy theories).   Cons: ✖ The algorithm is moodier than a cat deciding whether to sit on your laptop or your freshly laundered sweater. ✖ Your aunt will absolutely comment “You look so grown up!” on your business post. ✖ Organic reach? Might as well send you...
Read more

Why Your Website's Bounce Rate is Higher Than Your Last First Date (Ouch!)

Image
Why Your Website's Bounce Rate is Higher Than Your Last First Date (Ouch!) Hey there, fellow internet adventurers! It's your friendly neighborhood Digital Marketing Manager here, diving deep into the thrilling world of website metrics. And today, we're tackling a topic that can be a little … sensitive. We're talking about your bounce rate. Now, I know what you're thinking. "Bounce rate? Sounds boring!" But trust me, understanding your bounce rate is like understanding why that amazing person you met at the coffee shop ghosted you after one glorious latte. It might sting, but figuring it out is the first step to a happier online relationship! So what exactly IS this mysterious "bounce rate"? Think of it this way: someone strolls into your virtual storefront (your website), takes a quick peek around (maybe just the homepage), and then poof! They're gone faster than free pizza at a tech conference. Your bounce rate is the percentag...
Read more