Dutton Brown · Marketing · 2026

Marketing KPI Map

The 5 Tier 1 KPIs that drive the monthly review, and the Tier 2 metrics that support them

5 Tier 1 KPIs drive the monthly marketing review. Each is either an aggregate rollup that captures a whole domain in one number (Ads Revenue, Email Revenue, Blended ROAS) or a single metric consequential enough on its own to drive decisions (Trade Revenue, New Trade Customers). There's no hard cap on Tier 1 count — owner judgment decides what the team actually steers by. The real limit is attention: if the set can't be walked through in 10 minutes with real context, it's too big.

Tier 2 KPIs do one of two jobs — they either explain a Tier 1 movement after it happens (diagnostic) or signal a future Tier 1 movement before it shows up (pipeline).

Report everything, discuss selectively. Every Tier 2 is pulled monthly alongside its Tier 1 — automated wherever possible — and sits right there on the review page. Hannah walks through the Tier 1s in the meeting and highlights whichever Tier 2s are worth the room's attention: ones that explain a Tier 1 shift, or ones that are sliding on their own. What to call out is her judgment, not a rule. The time-consuming part isn't gathering numbers; it's deciding what to do when they move.

Diagnostic — explains a Tier 1 shift after it happens
Pipeline — signals a future Tier 1 shift before it happens
Tier 1 KPIs and their supporting Tier 2s
5 Tier 1 · 19 Tier 2 supporters
Tier 1 · Revenue · Trade
Trade Revenue
Net revenue from trade-tagged orders in Shopify. The direct measure of trade program growth, which is our strategic focus for 2026.
Source: ShopifyMonthly
Supporting Tier 2
  • Trade - AOV
    Average basket size on trade orders. Tells you if a revenue shift is basket-size driven or volume driven.
  • Trade - Repeat Rate
    % of trade accounts with 2+ orders in 12 months. The loyalty / LTV lever — when this drops, future Trade Revenue follows.
  • Trade - Active Account Rate
    % of trade accounts that have ordered in the last 12 months. The engagement base — a shrinking base is an early warning.
Tier 1 · Pipeline · Trade
New Trade Customers
Count of trade accounts that placed their first order in the month. Not applications — activations. The pipeline leading indicator for future Trade Revenue.
Source: ShopifyMonthly
Supporting Tier 2
  • Trade - New Applicants
    Top of funnel — trade applications submitted. If applicants rise but activations don't, the bottleneck is conversion, not acquisition.
  • Trade - Lead Source
    Where trade leads come from (trade show, referral, campaign, organic). Tells you which acquisition channel to double down on.
  • Trade - Landing Page Traffic
    Visits to the trade program landing page. Upstream signal — if traffic drops, applicants drop 1–2 months later.
Tier 1 · Revenue · Email
Email Revenue
Total revenue from all Omnisend email activity — automated flows and one-off campaigns combined. The single number for whether the owned email engine is producing.
Source: OmnisendMonthly
Supporting Tier 2
  • Email Revenue - Automations
    Revenue from automated flows (welcome, abandoned cart, post-purchase, winback). The compounding half of the channel.
  • Email Revenue - Campaigns
    Revenue from one-off email sends. The cadence / calendar half of the channel.
  • Email - Open Rate
    % of recipients opening the email. Deliverability and subject-line effectiveness signal.
  • Email - Click Rate
    % of opens that convert to clicks. Content and offer effectiveness — the bridge between "they saw it" and "they acted on it."
Tier 1 · Revenue · Ads
Ads Revenue
Aggregate paid channel revenue — Google + Meta + Pinterest combined. The single number for whether paid acquisition is producing.
Source: Meta, Google, PinterestMonthly
Supporting Tier 2 — revenue breakdowns
  • Ads Revenue - Meta
    Facebook + Instagram ads combined. First place to look if Ads Revenue moved and you need to know whether Meta was the driver.
  • Ads Revenue - Google
    Google search + shopping. Platform rollup for paid search performance.
  • Ads Revenue - Pinterest
    Pinterest ads platform rollup. Smaller channel but different audience — tracked separately to see when it's pulling weight.
Supporting Tier 2 — click-through
  • Ads - CTR (Meta)
    Click-through rate on Meta creative. Bridge between impression and site visit for paid social.
  • Ads - CTR (Google)
    Click-through rate on Google ads. Same question as Meta, different surface — search behavior tells a different story.
  • Ads - CTR (Pinterest)
    Click-through rate on Pinterest ads. Visual discovery platform — CTR reflects image and audience fit.
Tier 1 · Efficiency · Ads
Blended ROAS
Total ad revenue ÷ total ad spend across Meta + Google + Pinterest. The aggregate efficiency lens for paid marketing — complements Ads Revenue as the "are we spending well?" counterweight to "are we producing?"
Source: Meta, Google, PinterestMonthly
Supporting Tier 2 — per-platform efficiency
  • Ads - ROAS (Meta)
    Return on ad spend for Meta. Is Meta's lift efficiency-driven or spend-driven?
  • Ads - ROAS (Google)
    Return on ad spend for Google. Same question as Meta, different platform.
  • Ads - ROAS (Pinterest)
    Return on ad spend for Pinterest. Smaller but tracked separately because the dynamics differ.
Standalone Tier 2 KPIs
5 KPIs

These don't drill cleanly into any single Tier 1 — they're cross-cutting signals for overall pipeline, brand awareness, and website health. Reported monthly alongside the Tier 1s; highlighted in the review when something moves.

Samples Sold
Sample orders ($1K+ per order, 30–90 day conversion to full orders). Cross-cutting pipeline signal — samples convert to both trade and retail full orders, so it's a business-wide leading indicator, not a Trade-specific one.
Shopify · Pipeline
Monthly Social Metrics
Aggregate Instagram + Facebook engagement (views, reach, interactions, follows). Organic brand awareness — rarely triggers a decision on its own, but explains Ads Revenue shifts when paid spend is flat.
Meta · Organic brand signal
Website - Unique Visitors
Distinct people visiting duttonbrown.com in the month. Top-of-funnel traffic across all channels — paid, email, organic, direct.
Web · Top of funnel
Website - Page Views
Total page views on duttonbrown.com. Depth-of-visit signal — how much site content people are engaging with per session.
Web · Engagement
Website - Conversion Rate
% of unique visitors who become customers. The site-wide conversion efficiency signal — when this moves, check traffic quality or on-site friction.
Web · Conversion efficiency