beginner
3 min read
Leading vs. Lagging Indicators
Understanding predictive vs. historical metrics
Leading indicators predict future performance
- Click-through rate (CTR)
- Wallet connection rate
- Landing page engagement time
- Early conversion rate
Lagging indicators measure what happened
- Total conversions
- Revenue generated
- LTV of acquired cohort
Performance marketing requires using both. Optimize day-to-day with leading indicators, validate with lagging indicators.