Response Rate Report 2024

ANA Response Rate Report 2023 Chapter 1: Overall Findings

CHART 7

B2C Campaign Metrics

N = 64

72%

Conversion rate

52%

Customer acquisition cost

48%

Return on ad spend

45%

Customer lifetime value

39% 38%

Average order value

Customer engagement metrics

28%

Brand awareness

20%

Retention rate

16%

Customer satisfaction score

11%

Net promoter score

9%

Churn rate

13%

Other

Which of the following B2C campaign metrics do you track?

Insight: Conversion rate was the campaign metric most tracked (72 percent) for B2C campaigns. The only other B2C campaign metric tracked by at least 50 percent of respondents was customer acquisition cost (52 percent).

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