How can performance goals vary between clients?

• A. They are typically the same across all clients.
• B. They may vary based on how each client makes money and their objectives.
• C. They ignore client business models.
• D. They are chosen solely by the marketing platform.

Answer: (B)

Performance goals in marketing should align with how the client makes money. Each business model creates different ways to generate revenue, so the metrics that best show success vary accordingly. For a retailer, priorities might center on attracting new customers, boosting conversion rate, and increasing average order value to grow revenue. A subscription business may focus on reducing churn, growing monthly recurring revenue, and increasing lifetime value. A marketplace could emphasize take rate, onboarding and activity of sellers, and total gross merchandise value. Because goals must reflect the client’s objectives and revenue structure, they aren’t the same for every client, nor are they ignored for business models or dictated solely by the platform.