Six out of 10 marketeers struggle to demonstrate the impact of their marketing investments because they are measuring the wrong metrics, according to recent research, reveals Door4.

In addition, 40% admit this is because they tend to focus on vanity metrics like social media likes, impressions, or website traffic instead of revenue, customer retention, or lead quality.

According to Performance marketing agency Door4,  they prioritise metrics that are easier to collect, rather than the impact on sales and customer behaviour.

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Having unearthed the findings and to tackle this issue, Door4 is hosting a free event for businesses operating in the home and garden sector.

 The Metrics That Matter for Home & Garden Marketing will underscore the importance of shifting marketing measurement towards metrics that correlate with business success, such as ROI, lead quality, and customer engagement over time.

Director and founder of Door4 Leon Calverley said: “It’s shocking how many companies, including those operating in the home and garden sector, measure the wrong marketing success indicators.

“These report findings come against a backdrop of decreased sales in the sector and forecasts warning that reduced consumer spending on products for the home is set to continue for some time.

“Our extensive research has shown that many businesses track what is easy rather than what is meaningful, often due to the lack of clear business objectives or poor alignment between marketing and sales teams; metrics such as likes, shares, and impressions often provide a false sense of success without linking to revenue, conversion, or customer acquisition costs; and there is a prevalent focus on immediate results rather than long-term metrics like brand equity, customer retention, or lifetime value.

“Our free upcoming in-person event, “The Metrics That Matter for Home & Garden Marketing,” aims to show marketers and senior business leaders how to simplify their metrics and focus on what will drive Home & Garden brands forward.

“With content tailored specifically for the home and garden sector, we want to stop business leaders feeling overwhelmed by conflicting data and start making decisions with confidence.

“We’re offering hands-on learning with interactive and practical activities and expert insights from the Door4 team, who have helped countless brands navigate the complex world of digital marketing and analytics.”

It is the third in a series of quarterly events hosted by Door4 to give marketeers and business owners in the homes and gardens sector insights on how to improve the ROI on their marketing campaigns.

Metrics That Matter for Home & Garden Marketing takes place on October 3 at Brockholes Nature Reserve, Preston.