Gartner Research

Most Common Personalization Metrics

Published: 28 August 2016

ID: G00346903

Analyst(s): Marketing Research Team


In this research, we answer the questions "What metrics are marketers using to measure personalization effectiveness?" and "How do you measure personalization when you don’t have direct sales data?" Our research indicates that B2C marketers rely on Click-Through Rate (CTR) metrics including Email CTR and Impression CTR as their primary success measures for digital marcomm personalization. Fewer than half use unsubscribe rates, purchase rates, or Net Promoter Score.

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