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What Marketing Metrics Should You Track?
What Marketing Metrics Should You Track?Marketing without analytics turns into guesswork. A company may run advertising campaigns, manage social media accounts, send email newsletters, and promote its website, but without monitoring key metrics, it is impossible to understand which activities actually deliver results.Marketing metrics help businesses evaluate advertising effectiveness, understand customer behavior, reduce acquisition costs, and increase profitability.Why Is It Important to Track Marketing Metrics?Marketing analytics allows businesses to make decisions based on data rather than assumptions.Tracking performance indicators helps companies:identify which marketing channels perform best;control advertising budgets;reduce the cost of acquiring leads and customers;improve conversion rates;identify weaknesses in the sales funnel;forecast revenue and scale marketing efforts effectively.Key Marketing Metrics1. Number of LeadsA lead is a potential customer who has submitted an inquiry, contacted the company through a messenger app, made a phone call, or otherwise expressed interest in a product or service.It is important to track not only the total number of leads but also the channels they come from, such as:paid search advertising;social media advertising;SEO;social media marketing;email marketing;referrals.2. CPL (Cost Per Lead)CPL measures how much a business spends to generate one lead.Formula:CPL = Advertising Expenses ÷ Number of LeadsIf the cost per lead is too high, businesses should analyze their advertising campaigns, target audiences, creatives, landing pages, and traffic quality.3. CAC (Customer Acquisition Cost)CAC shows how much it costs to acquire one paying customer.Formula:CAC = Total Marketing and Sales Expenses ÷ Number of New CustomersThis metric is often more valuable than CPL because generating a lead does not necessarily result in a sale. Businesses need to understand the actual cost of acquiring a customer who makes a purchase.4. Conversion RateConversion rate indicates the percentage of users who complete a desired action, such as submitting a form, making a phone call, completing a purchase, or booking a consultation.Examples of conversions include:website visitor → lead;lead → meeting;meeting → sale;subscriber → customer.The higher the conversion rate at each stage, the more effective the marketing and sales processes become.5. ROMI (Return on Marketing Investment)ROMI measures how effectively marketing activities generate revenue relative to their cost.Formula:ROMI = (Revenue Generated by Marketing − Marketing Costs) ÷ Marketing Costs × 100%A positive ROMI indicates profitable marketing activities, while a negative result suggests the need to review marketing strategies, advertising channels, or sales funnels.6. ROI (Return on Investment)ROI evaluates the overall profitability of investments made in projects, business initiatives, or marketing campaigns.This metric helps businesses determine which activities should be expanded and which require optimization.7. LTV (Customer Lifetime Value)LTV estimates the total revenue a customer generates throughout the entire relationship with the company.This metric is especially important for businesses with:repeat purchases;subscription-based services;ongoing maintenance contracts;long-term customer relationships.If LTV exceeds CAC, the business model is generally considered sustainable and scalable.8. CTR (Click-Through Rate)CTR measures the percentage of users who click on an advertisement after seeing it.Formula:CTR = Number of Clicks ÷ Number of Impressions × 100%A low CTR may indicate ineffective ad creatives, weak offers, or poorly targeted audiences.9. CPC (Cost Per Click)CPC represents the average amount paid for each click on an advertisement.Formula:CPC = Advertising Expenses ÷ Number of ClicksThis metric helps businesses compare the efficiency of different advertising channels and campaigns.10. CPA (Cost Per Acquisition or Cost Per Action)CPA measures the cost of a specific desired action, such as a lead submission, registration, phone call, purchase, or content download.Formula:CPA = Advertising Expenses ÷ Number of Target ActionsCPA helps determine how efficiently advertising campaigns drive users toward meaningful business objectives.Website Performance MetricsIf marketing activities direct traffic to a website, it is essential to analyze user behavior.Website TrafficShows how many users visit the website during a specific period.Traffic SourcesHelps identify where visitors come from, including:search engines;paid advertising;social media platforms;direct visits;referral websites.Average Time on SiteIndicates how engaging and relevant the website content is to visitors.Pages per SessionMeasures the average number of pages viewed by a user during a single visit.Bounce RateShows the percentage of users who leave the website without interacting further.A high bounce rate may indicate issues related to:slow website loading speed;poor user experience;low-quality content;a mismatch between advertisements and landing pages.Sales Funnel MetricsMarketing performance should not be evaluated solely by advertising metrics. It is equally important to monitor the customer journey through the sales funnel.Key stages include:viewing an advertisement;visiting the website;submitting an inquiry;receiving a call from a sales representative;attending a consultation or meeting;receiving a commercial proposal;completing a purchase.A significant drop in conversion at any stage often indicates a bottleneck within the sales process.Which Marketing Metrics Matter Most?For most businesses, the following indicators are particularly important:number of leads;cost per lead;customer acquisition cost;sales conversion rate;ROMI;customer lifetime value;lead quality;revenue generated by each marketing channel.Businesses should avoid tracking dozens of metrics solely for reporting purposes. The primary objective of marketing analytics is to understand which activities contribute directly to revenue growth.Tools for Marketing AnalyticsBusinesses can use various tools to monitor marketing performance:Google Analytics;Yandex Metrica;CRM systems;advertising platform dashboards;end-to-end analytics solutions;IP telephony systems;call tracking software;Power BI;Looker Studio.The most effective approach combines multiple systems, including a website, CRM platform, advertising channels, telephony, and integrated analytics.ConclusionMarketing metrics enable businesses to manage promotional activities, optimize budgets, and improve profitability. Without proper analytics, companies cannot accurately determine which channels generate results, where customers are being lost, or which strategies deserve further investment.To achieve sustainable marketing performance, businesses should consistently monitor essential metrics such as leads, cost per lead, customer acquisition cost, conversion rates, ROMI, LTV, and channel-specific revenue.A well-designed analytics system transforms marketing from a collection of disconnected activities into a structured, data-driven engine for customer acquisition and business growth.Would you like to implement marketing analytics and identify which channels truly generate profit for your business? Contact us, and we will help you build an effective analytics system, optimize your marketing efforts, and improve your return on investment.
Yandex Continues to Strengthen Its Position: What the Q2 2026 Results Reveal
Yandex Continues to Strengthen Its Position: What the Q2 2026 Results RevealYandex’s financial results for the second quarter of 2026 confirm the company’s steady growth across virtually all key business areas. For the market, this is another indication that its focus on artificial intelligence, ecosystem services, and cloud technologies continues to deliver tangible results.During the quarter, the company’s revenue reached RUB 386.3 billion, up 16% year over year. Adjusted EBITDA rose by 35% to RUB 89 billion, while adjusted net income surged by 56% to RUB 48 billion.It was also announced that on July 31, 2026, the Board of Directors will consider a proposal to pay a first-half dividend of RUB 110 per share.Artificial Intelligence Is Becoming One of the Main Growth DriversOne of the most interesting business areas remains the Search Services and AI cluster, which combines search, classified advertising services, devices, and the Alice AI ecosystem.During the quarter, this segment generated RUB 137.4 billion in revenue, up 9% from the same period last year. Adjusted EBITDA reached RUB 63.7 billion, an increase of 12%.The development of artificial intelligence has been particularly notable:Alice AI’s weekly audience grew by 39% quarter over quarter, reaching 33.2 million users.AI-generated answers now accompany 42% of search queries on Yandex.These figures demonstrate that generative AI is gradually becoming a standard part of the user experience rather than a separate experimental technology.E-Commerce Becomes Profitable for the First TimeOne of the quarter’s most significant developments was the E-Commerce division—comprising Market, Lavka, and Eda—reaching break-even.Overall, the Urban Services segment, which includes e-commerce, ride-hailing technology, delivery, and other online-to-offline services, increased its revenue to RUB 215.6 billion, representing 18% year-over-year growth.The segment’s adjusted EBITDA surged by 168% to RUB 34.4 billion.The E-Commerce business itself recorded positive adjusted EBITDA for the first time, amounting to RUB 401 million.According to the company, the deep integration of services within the ecosystem played a key role.Today, almost every second home delivery from Yandex Market is placed together with products from Lavka, while around 11% of all Lavka deliveries include marketplace goods.This model allows one service to increase another’s turnover while simultaneously reducing customer acquisition and logistics costs.Additional contributions to profit growth came from:Improved efficiency in the RideTech business.A significant improvement in Yandex Market’s financial performance.A more than twofold increase in Yandex Eda’s EBITDA.The Subscription and Financial Services Ecosystem Continues to GrowThe Personal Services segment, which combines Plus, entertainment products, and financial services, delivered one of the company’s highest growth rates.The segment’s revenue reached RUB 64.9 billion, an increase of 32%.Of this amount:RUB 29.5 billion came from financial services.RUB 34.9 billion came from entertainment services and the Plus subscription.The number of Yandex Plus subscribers grew by 14.4%, reaching 49.4 million.The segment’s adjusted EBITDA amounted to RUB 2.5 billion, up 20%, while the total turnover of its financial services rose to RUB 351 billion, representing 39% growth.Cloud Technologies and Enterprise Solutions Continue to AccelerateThe B2B Tech segment, which combines Yandex Cloud, Yandex 360, and other enterprise services, also demonstrated strong growth.Revenue reached RUB 15.3 billion, rising by 29%, while adjusted EBITDA increased by 43% to RUB 3.7 billion.The company attributes these results to a growing share of higher-margin PaaS and SaaS solutions, improved operational efficiency, and strong demand among major corporate customers for artificial intelligence and information security services.Another indicator of growing interest in the company’s AI products is the use of the Yandex AI Studio platform.During the quarter, 398 billion commercial tokens were consumed through its API. This is:Twice as many as in the first quarter of 2026.70% more than during the whole of 2025.Robotics Is Gradually Entering Large-Scale Commercial UseThe company continues to actively develop autonomous delivery.As of July 2026:The delivery robot fleet exceeded 1,000 rovers.The robots were already operating in 10 cities.They completed more than 260,000 deliveries during the second quarter.In addition, Yandex expects to put 100 robotaxis on the streets of Moscow by the end of 2026, marking the next stage in scaling autonomous transportation.KIRANO’s ConclusionThe second-quarter results highlight several important trends in the Russian IT market.First, artificial intelligence is no longer an experimental business area and is already having a direct impact on the financial performance of major technology companies.Second, the ecosystem model continues to prove its effectiveness: integrating different services makes it possible to reduce customer acquisition costs, optimize logistics, and improve overall business profitability.Third, the enterprise market is investing increasingly heavily in cloud technologies, artificial intelligence services, and information security, as demonstrated by the accelerating growth of the B2B Tech segment.For businesses, this means that competitiveness increasingly depends not only on the digitalization of processes, but also on the ability to bring different digital products together into a unified ecosystem. Integration, automation, and the use of AI are now becoming some of the key factors driving companies’ long-term growth.
What Is a Brand Book and Why Does Your Business Need One?
What Is a Brand Book and Why Does Your Business Need One?A brand book is an official document that defines a company's visual identity standards and communication guidelines. It outlines the rules for using the logo, brand colors, typography, graphic elements, and other visual components that shape the company's image.Developing a brand book helps businesses create a recognizable brand, build customer trust, and maintain consistency across all communication channels, including websites, social media, advertising materials, and corporate documents.What Does a Brand Book Include?The contents of a brand book may vary depending on the company's size and goals, but typically include:Brand mission, values, and positioning;Logo usage guidelines;Corporate color palette;Typography and font recommendations;Graphic elements and brand patterns;Examples of printed and digital materials;Standards for visual and verbal communication;Guidelines for employees, partners, and contractors.A well-designed brand book ensures that every interaction with the audience reflects a unified brand identity.Why Is a Brand Book Important?Builds Brand RecognitionA consistent visual identity helps customers remember your company and distinguish it from competitors. The more often people encounter a unified brand image, the stronger their trust and loyalty become.Ensures ConsistencyA brand book establishes clear rules for using all elements of the corporate identity, ensuring that websites, presentations, business cards, and social media channels all look cohesive.Highlights Brand UniquenessEvery successful brand has its own personality and values. A brand book helps communicate these distinctive characteristics through visual design and messaging.Simplifies CollaborationDesigners, marketers, advertising agencies, and print houses receive clear guidelines, reducing mistakes and speeding up the production process.Supports Business GrowthA strong brand is more than just a logo. A brand book strengthens market positioning, increases brand value, and helps build long-term relationships with customers.Who Needs a Brand Book?Companies of all sizes;Brand managers;Marketing and advertising departments;Designers and creative agencies;Employees and business partners.ConclusionA brand book is an investment in your company's future. It helps create a strong and recognizable identity, improve customer trust, and maintain consistency across all brand communications.If you want to build a professional brand image and increase the effectiveness of your marketing efforts, developing a brand book is one of the most important steps toward sustainable business growth.
All Our Clients Receive a Free AI Translator That Speeds Up Website Content Creation by Up to 15 Times
Building a modern website is only half the job. Once the website goes live, the most time-consuming part begins: filling it with news, articles, galleries, services, projects, case studies, and other content. For most companies, this stage requires the greatest amount of time and effort.That's why we integrate our own AI-powered content translator into every website administration panel we develop — completely free of charge.Translate Content in SecondsImagine you've just written an article in your primary language.Previously, publishing it in multiple languages required you to:send the text to a translator;wait for the translation;review the formatting;copy everything into the administration panel;make sure nothing was lost or formatted incorrectly.Now the process is much simpler.Simply create your content in one language and click the AI Translate button. Artificial intelligence automatically translates the content into all required languages while preserving formatting, paragraphs, and structure.This works across virtually every section of your website:ArticlesNewsServicesProjectsPortfolioTestimonialsFAQCompany pagesGalleriesSEO contentAnd any other text-based contentUp to 15 Times FasterBased on our experience, the built-in AI translator reduces the time required to publish multilingual content by up to 15 times.Tasks that previously required several hours can now be completed in just a few minutes.This is especially valuable for companies that regularly publish news, update product catalogs, maintain blogs, or operate in multiple international markets.Instead of spending time on repetitive work, your team can focus on growing the business.Perfect for Multilingual WebsitesToday, many businesses serve customers far beyond their local market.English, Russian, Uzbek, Kazakh, Turkish, Chinese, and many other languages have become essential for companies working internationally.Our AI translation system allows you to create multilingual versions of your website almost instantly, without manually translating every single page.Real-World ExampleOne of our clients requested a rather unique feature — a fully localized Chinese version of their website.We integrated Chinese language support directly into the content management system.Now their team publishes content only once, while our built-in AI instantly creates a high-quality Chinese version of every page. This significantly accelerated content publishing and helped the company communicate more effectively with customers and partners in the Chinese market.Included Free for Every ClientThe best part is that this functionality is already included in every administration panel we develop.There are no additional subscriptions, third-party translation services, or extra integration costs.The AI translator is built into the CMS and is ready to use immediately after your project is launched.We Automate More Than Just TranslationOur mission is not simply to build beautiful websites, but to create digital solutions that help businesses work faster and more efficiently.That is why we continuously integrate modern artificial intelligence technologies into our projects: workflow automation, intelligent content processing, faster content management, and improved business productivity.A modern website should do more than just look professional — it should save your company time every single day. Our built-in AI translator is one of the tools that makes that possible.
SEO Optimization Step-by-Step Plan by Months
SEO Optimization Step-by-Step Plan by Months1st Month: Preparation and Basic Optimization Internal SEO Optimization Technical audit of the website:Check page indexing in search engines.Analyze page loading speed (Google PageSpeed Insights).Check for duplicate pages and content.Fix errors (404, redirects, broken links). Setting up basic SEO parameters:Create and configure robots.txt.Generate a sitemap.xml and submit it to Google Search Console.Install an SSL certificate (if not already done). Keyword analysis:Build a semantic core using tools like Google Keyword Planner, Ahrefs, or SEMrush.Cluster keywords (group by categories). Meta tag optimization:Write unique Titles, Descriptions, and H1 tags for all key pages. Content optimization:Improve content uniqueness and relevance.Add keywords to text, subheadings, and image alt attributes. External SEO Optimization Backlink profile analysis:Review current external links using tools like Ahrefs. Create an external promotion strategy:Identify platforms for link building (directories, blogs). 2nd Month: Advanced Internal Optimization Internal SEO Optimization Website structure improvement:Optimize menu and URL structure (user-friendly URLs).Remove or merge redundant pages (avoid keyword cannibalization). Internal linking:Add links between pages for better navigation and weight distribution. Multimedia optimization:Compress images and optimize alt-tags.Add video content if relevant. Expanding the semantic core:Add LSI keywords (latent semantic indexing).Refine target keyword lists. External SEO Optimization Registration in directories:Submit the website to relevant directories (non-spammy). Start link building:Acquire quality backlinks from trusted websites. Posting on forums and Q&A platforms:Mention the site in relevant discussions. 3rd Month: Content Improvement and Behavioral Factors Internal SEO Optimization Optimize existing content:Enhance readability with lists, tables, and infographics. Create new content:Launch a blog (if not done yet).Publish articles targeting keywords from the semantic core. Analyze behavioral factors:Reduce bounce rate by improving content and usability. Optimize the mobile version:Ensure responsiveness via Google Mobile-Friendly Test. External SEO Optimization Guest posts:Write and publish articles with backlinks on other websites. Work with social media:Create social profiles (Facebook, Instagram, LinkedIn) and link them to the website. 4th Month: Strengthening Positions and Building Trust Internal SEO Optimization Optimize user experience (UX):Simplify navigation.Add rich snippets for better visibility in search results. Perform a technical re-audit:Check the site’s performance and speed after changes. Update outdated content:Add new information, trends, or statistics. External SEO Optimization Publish PR articles:Collaborate with news sites to post articles about your business. Crowd marketing:Mention your website in thematic forums or discussions. Competitor analysis:Study their link profiles and replicate effective strategies. 5th Month: Advanced Analytics and Expanding Reach Internal SEO Optimization Track positions:Compare current rankings with initial ones and adjust the strategy. Create additional content:Publish long-reads, guides, or FAQs to address user needs comprehensively. External SEO Optimization Deep link building:Target more authoritative and complex platforms. Collaborate with partner websites:Establish mutual recommendations or backlinks. 6th Month: Scaling Internal SEO Optimization Work with microdata:Add structured data (Schema.org) for enhanced visibility in search results. Improve underperforming pages:Refine content, add multimedia, and conduct A/B testing. External SEO Optimization Continue link building:Gradually increase the number of quality backlinks. International platforms:For global businesses, target localized resources. Note: SEO is a continuous process that requires regular updates to content, ongoing link building, and constant monitoring of competitors and rankings.
CRM System for Business: Why It Is Important and How It Helps Increase Sales
CRM System for Business: Why It Is Important and How It Helps Increase SalesWhat Is a CRM System and Why Does Your Business Need It?A CRM system (Customer Relationship Management) is a tool designed to manage customer relationships, automate sales processes, and improve the efficiency of a sales department. Today, CRM implementation has become essential for businesses that want to organize their workflows, reduce customer loss, and increase profitability.While companies previously managed customer data using notebooks and spreadsheets, modern CRM solutions enable businesses to oversee the entire sales cycle — from the first customer inquiry to repeat purchases.What Benefits Does a CRM System Provide?Centralized Customer DataAll customer information is stored in one place, including contact details, purchase history, phone calls, commercial offers, and communication records.Sales AutomationCRM systems automatically distribute leads among sales managers, send reminders about important tasks, and help prevent potential customers from being overlooked.Sales Performance MonitoringBusiness owners and department managers can track the number of processed leads, employee performance, and the progress of every deal.Analytics and ReportingCRM software generates reports on sales performance, conversion rates, average deal values, and other key business indicators.Improved Customer ServiceWith instant access to customer information, managers can better understand client needs and provide more personalized solutions.Popular CRM Solutions for BusinessesSeveral ready-made CRM systems are available on the market, each designed for different business needs.amoCRMSuitable for small and medium-sized businesses. It offers convenient lead management and seamless integration with messaging platforms.Bitrix24A comprehensive business platform that combines CRM functionality with task management, internal communications, and collaboration tools.SalesforceA powerful global solution designed for large enterprises, offering extensive customization and advanced analytics capabilities.HubSpot CRMA popular CRM platform with a free entry-level plan, especially useful for marketing automation and sales funnel management.Custom CRM DevelopmentAlthough ready-made CRM solutions meet the needs of many businesses, some companies require systems tailored to their specific workflows.Benefits of a custom CRM solution include:adaptation to unique business processes;integration with internal systems;elimination of unnecessary features;scalability as the company grows;complete control over business data.CRM and IP Telephony: A Powerful Combination for SalesTo maximize efficiency, CRM systems are often integrated with IP telephony. This combination automates call management and improves sales team performance.Advantages of IP Telephony✅ Automatic call recording.✅ Monitoring the quantity and quality of calls.✅ Intelligent distribution of incoming calls among managers.✅ Automatic dialing features.✅ Storing call history directly within the customer's profile.When CRM and IP telephony are integrated, managers instantly see customer information during incoming calls, while executives gain access to comprehensive call analytics.How to Build an Effective Sales Department Using CRMCRM ImplementationSelecting and configuring the right CRM solution based on business requirements.IP Telephony IntegrationSetting up automatic call tracking and linking conversations to customer profiles.Employee TrainingDeveloping sales processes, training employees to work with the CRM, and implementing effective sales scripts.Performance MonitoringConfiguring reports and KPIs to evaluate the effectiveness of the sales team.Sales Funnel AutomationImplementing automated workflows, including email campaigns, follow-up reminders, and lead nurturing sequences.Why Every Modern Business Needs a CRM SystemA CRM system is much more than software for storing customer contacts. It is the foundation of a structured sales process that helps businesses:increase conversion rates;reduce customer loss;improve employee productivity;enhance customer service quality;scale operations effectively.Businesses can choose ready-made solutions such as amoCRM or Bitrix24, or invest in custom CRM development tailored to their unique needs.When combined with IP telephony and a well-organized sales department, CRM becomes a powerful driver of business growth and profitability.Looking to implement a CRM system or automate your sales department? Contact us, and we will help you choose the right solution, optimize your processes, and take your sales performance to the next level.
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