Today eMarketer publish a note with an study about the metrics that matter most. The result in the following chart:

So, Clickthrouhgs, Traffic to website, Lead Generation/User opt-in, Pageviews (then what’s traffic?), Incremental Sales, ROI, Customer Retention/reactivation, Offer response rates, Requests for more information and Brand Lift or awareness are the metrics that most matters…now I understands a lot!