Most Marketers Set the Wrong Goals. This Framework Fixes That by Matching Your Metrics to Your Customer Journey.
Awareness, Consideration, Transaction — three stages, each with different goals and different metrics. The A.C.T. Results framework helps you define the right KPI for each stage of the funnel so you're not measuring top-of-funnel content by bottom-of-funnel standards.
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Awareness Stage Goals
What to measure when people are just discovering you — reach, impressions, new users. The metrics that matter before someone knows your name.
Consideration Stage Goals
What to measure when people are evaluating you — engagement, return visits, content consumption. The metrics that show interest is turning into intent.
Transaction Stage Goals
What to measure when people are ready to buy — conversions, revenue, cost per acquisition. The metrics your boss actually cares about.
Built for marketers, strategists, and anyone who needs to set goals that actually align with business outcomes.
Here's a scenario that plays out every week: someone runs a brand awareness campaign, measures it by conversions, sees zero sales, and calls it a failure. The campaign wasn't a failure — it was being measured by the wrong metric. A brand awareness campaign should be measured by reach and new users, not transactions.
The A.C.T. framework prevents this by matching each stage of the customer journey to the right goals. Awareness campaigns get awareness metrics. Consideration content gets engagement metrics. Transaction campaigns get conversion metrics. Simple in theory, but most teams skip this step.
- ✓ Measuring blog content by sales numbers? Blog posts are awareness content. They should be measured by traffic, new users, and engagement — not by direct conversions.
- ✓ Can't justify your top-of-funnel spend? The A.C.T. framework gives you the language and metrics to show that awareness campaigns are working — even when they don't produce immediate sales.
- ✓ Reporting to stakeholders who only want revenue numbers? Show them how awareness feeds consideration, and consideration feeds transactions. The framework makes the connection visible.
- ✓ Setting KPIs for the quarter? Use the framework to assign the right metric to each campaign type. No more one-size-fits-all conversion targets.
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The Goal-Setting Framework Behind Everything MeasureU Teaches
Jeff Sauer developed the A.C.T. Results framework to give marketers a practical way to align metrics with business goals. It's the foundation of the MeasureU curriculum and the same approach his team uses when setting up measurement strategies for clients.
The right metrics at the right stage of the journey
Download the A.C.T. framework, map your campaigns to the three stages, and start setting goals that actually make sense for what each campaign is trying to do.