How do I measure marketing performance for a prop firm?
Quick answer
Track cost per sale by channel, conversion rate from visit to purchase, average order value, refund and chargeback rates by channel, repeat purchase rate, and the payout ratio of traders from each channel. Some channels bring buyers who cost more in payouts or refunds than they bring in.
Detailed answer
Metrics by layer:
- Acquisition: visits, cost per click, cost per sale.
- Conversion: checkout completion, trial-to-paid rate.
- Value: average order value, repeat purchases.
- Quality: refunds, chargebacks, pass rate, payouts per channel.
Tag every sale with its source, and link the sale to the trading account it created. On PropExecutor each account has a stable 8-digit account number and belongs to a trader record, so you can join your sales data to account outcomes from the API.
A monthly view
For each channel, list spend, sales, cost per sale, refunds and the 90-day value of its traders. A channel that looks expensive per sale can still be the best if its traders keep buying and rarely refund.
Keep it simple
A spreadsheet is enough at first; the discipline of reviewing it monthly matters more than the tool.
Tag every promotion and affiliate link consistently, so the data stays comparable over time.
PropExecutor team · Updated
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