Quick answer
Performance marketing KPIs that actually matter
The performance marketing KPIs that move revenue are ROAS net of returns, CAC, CPL, MQL→SQL conversion rate, and lead-to-close cycle time. Vanity metrics (CTR, CPM, reach) are useful diagnostics, not goals.
Pick one north-star KPI per account
Most accounts try to optimize 6 KPIs at once and end up optimizing none. We pick one — usually CAC for paid-only programs, CPL for lead-gen, ROAS net of returns for ecommerce — and align every weekly decision to it.
Supporting KPIs we always report
Cost per stage (visit → form → MQL → SQL → opp → closed), conversion rate per stage, time-to-conversion per stage, blended channel contribution, and CRM-graded lead quality.
Reporting cadence that compounds
Weekly performance dashboards for operators. Monthly business review for execs. Quarterly strategic review with revenue impact tied to specific decisions.