Transparent Growth Measurement (NPS)

How to calculate Marketing Originated Customer % and how to use it?

Contributors: Chandala Takalkar
Published: August 14, 2018

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As a marketer, you understand the methods and significance of figuring out the most critical marketing metrics to illustrate ROI and overall marketing performance.
Indeed, marketing metrics can give you a high-quality deal about how efficiently you’re reaching your customers and the general health of your business.
CEOs, on the other hand, are ‘massive picture’ leaders and their responsibilities to the board of administrators and shareholders, and clients require that they steward the direction of the business enterprise.
Ususally, CEO expects from marketing team to be progressive and and should be on tip of the toe. Considering this, they’re more focused on something extra that can help them to grow their business. This includes the competitive surroundings, income figures, lengthy-time period planning, and of route income.
Download this ebook to get extra insights on what to focus to grow your business:


The Marketing Originated Customer Percentage is a ratio that shows what new business is driven by marketing, by determining which portion of your total customer acquisitions directly originated from marketing efforts.
To calculate the advertising and marketing Originated customer percentage, divide the variety of customers who started out as marketing leads in a given periood by using the total of recent customers inside the equal period.
There is no ‘right’ answer for this percentage as the structure of different businesses and industry sectors mean the ratios varies widely. But measuring this over time and versus budget, gives you a leading indicator of improvements your team is making.

There’s a little extra icing on this particular metric.

Not only can you demonstrate the broad company-wide capabilities of to drive new revenues, you have the opportunity to make sure that you earn a little extra cred by measuring the value of the customers that marketing has acquired. This is a key metric that demonstrates your marketing department’s overall effectiveness. Don’t be shy. Take a pat on the back. If you’re in marketing, I guarantee that you’re also going to take your share of the heat.
Marketing Originated customers is one of the most crucial marketing metrics which may be expressed as a percent of recent customers who had been acquired through advertising and marketing.

Although the language is often one of “revenue”, it’s critical to dissect the organization’s strengths and understand the mechanics of the way leads and customers are acquired.

Marketing is probably a great deal extra effective than your colleagues or the CEO had in thoughts. Attributing duty to client acquisition is an essential procedure inside the battle for sources, investments, and the future of the organisation.
Just how many of your customers come to your company as a direct result of your inbound marketing efforts? Your boss will want to know How to calculate it?
As with many of your most meaningful marketing metrics, finding this figure requires using closed loop marketing, which tracks individual leads and customers from their first engagement with your website through to a completed sale. Using your closed loop marketing data, determine how many of the customers in a set period originated with your inbound marketing.


New customers that started as a marketing lead / New customers in a month = Marketing Originated Customer %
Here is an example:
Total new customers in a month = 10,000
Total new customers started as a marketing lead = 5,00
Marketing Originated Customer % = 5,000 / 10,000 = .5 = 50%

To make your task easy, we have included a link to the online calculator



Marketing Originated Customer Percentage illustrates the impact your inbound marketing efforts have on acquiring new customers. The ratio will vary depending on your company structure and whether there is an emphasis on an outside sales team. (Which would likely mean a smaller portion of customers are marketing originated) or an emphasis on an inside sales team and lead generation through inbound marketing.

About The Author


Chandala Takalkar is a young content marketer and creative with experience in content, copy, corporate communications, and design. A digital native, she has the ability to craft content and copy that suits the medium and connects. Prior to Team upGrowth, she worked as an English trainer. Her experience includes all forms of copy and content writing, from Social Media communication to email marketing.

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