- A.The percentage of customers who cancel in a given period — the complement of retention, and one of the most important subscription metrics.
- B.Reichheld's loyalty metric: percentage of Promoters (9-10) minus Detractors (0-6) on the "would you recommend" question, ranging from -100 to +100.
- C.The total cost — sales, marketing, content, technology — divided by new customers acquired. The denominator of the LTV/CAC ratio.
- D.Metrics for each funnel stage — Reach, Engagement, Conversion, Loyalty, Advocacy — that diagnose where prospects drop off. ✓
Marketing Funnel Metrics is metrics for each funnel stage — Reach, Engagement, Conversion, Loyalty, Advocacy — that diagnose where prospects drop off. The other options describe related but distinct concepts in Digital & Analytics — see the deep-dive guide for the full distinction.
How to think about questions like this
Each funnel stage requires different metrics to optimize. Questions like this test whether you can distinguish Marketing Funnel Metrics from neighboring concepts. The most common trap is choosing a closely-related concept that sounds similar but applies in a different context.
When you see a definition question on an exam, do two things: (1) translate the question into your own words, then (2) generate the answer in your own words before reading the options. This avoids the cognitive bias of recognizing a familiar phrase as correct just because it is familiar.