performance-analytics

> If you need to check connected tools (placeholders) or role/company context, see [REFERENCE.md](../../REFERENCE.md).

# Performance Analytics Skill

Frameworks for measuring, reporting, and optimizing marketing performance across channels and campaigns.

## Data sources

Pull metrics from **~~product analytics~~** (traffic, conversions, engagement by channel/campaign) and **~~marketing automation~~** (campaign and channel metrics, lead and pipeline data); optionally **~~SEO~~** for organic traffic, rankings, and backlinks. See [REFERENCE.md](../../REFERENCE.md). If no tools are connected, ask the user to provide metrics (spreadsheets, CSV, dashboard screenshots, or key numbers).

## Key Marketing Metrics by Channel

### Email Marketing

| Metric | Definition | Benchmark Range | What It Tells You |
|--------|-----------|----------------|-------------------|
| Delivery rate | Emails delivered / emails sent | 95-99% | List health and sender reputation |
| Open rate | Unique opens / emails delivered | 15-30% | Subject line and sender effectiveness |
| Click-through rate (CTR) | Unique clicks / emails delivered | 2-5% | Content relevance and CTA effectiveness |
| Click-to-open rate (CTOR) | Unique clicks / unique opens | 10-20% | Email content quality (for those who opened) |
| Unsubscribe rate | Unsubscribes / emails delivered | <0.5% | Content-audience fit and frequency tolerance |
| Bounce rate | Bounces / emails sent | <2% | List quality and data hygiene |
| Conversion rate | Conversions / emails delivered | 1-5% | End-to-end email effectiveness |
| Revenue per email | Total revenue / emails sent | Varies | Direct revenue attribution |
| List growth rate | (New subscribers - unsubscribes) / total list | 2-5% monthly | Audience building health |

### Social Media

| Metric | Definition | What It Tells You |
|--------|-----------|-------------------|
| Impressions | Number of times content was displayed | Content distribution and reach |
| Reach | Number of unique us