Channel Mix Summary Template

Overarching Goal(s)	Leading Indicator(s)	Lagging Indicator(s)
New Customer Revenue	First-Time Purchases	New Customer Revenue (Monthly vs. Annual)
Repeat Customer Revenue	Number of Campaigns, Number of Flows/Automations	Repeat Purchase Rate

Channel	Details & Objectives	Primary KPI & Target	Secondary KPIs
Website	Performance and conversion optimization.	Conversion Rate (e.g., 7%)	Monthly Unique Visitors
Blog Content	Thought leadership and SEO value.	Content Velocity	Engagement Rate
Email Marketing	Retention and nurture sequences.	Open/Click Rate	List Growth Rate
Social Media	Awareness and engagement.	Engagement Rate	Reach/Impressions
Advertising	Direct response and traffic.	Cost Per Lead (CPL)	ROAS
SEO	Long-term organic visibility.	Organic Traffic	Keyword Rankings
Offline/Traditional	Print, events, and networking.	Response Rate	Brand Recall
PR & Messaging	Media coverage and brand voice.	Media Mentions	Share of Voice
Referrals	Strategic partnerships and clients.	Referral Rate	Partner LTV
Directories	Houzz, Google Business, etc.	View-to-Lead Rate	Review Rating