Measuring What Matters: KPIs and the Future of Cannabis Marketing
By: Shaniece N. Fullove, MPA
What gets measured gets managed—but in cannabis, what gets measured often determines which brands survive. In a competitive, compliance-heavy industry, it isn’t enough to have bold packaging, clever campaigns, or even a loyal following. Without Key Performance Indicators (KPIs), brands risk flying blind in a space that demands precision, agility, and proof of impact.
Why KPIs Matter in Cannabis
Unlike traditional CPG categories, cannabis companies can’t lean on billboards, TV, or radio. Regulations force marketers to be more creative, and that makes KPIs even more essential. They’re not just numbers—they’re the lens that shows if storytelling, community building, or retail promotions are actually working.
“KPIs aren’t just data points—they’re the compass guiding brands through an unpredictable landscape.” - Fullove
Examples of Useful KPIs
Customer Retention Rate: Are consumers coming back after their first visit?
Average Basket Size: How much are people spending per transaction?
Engagement Metrics: How are customers interacting with your content on social media or email?
Event ROI: Did a pop-up or budtender education day translate into measurable sales lifts?
Tips for Marketers
Focus on relevance: Not every metric matters—prioritize KPIs tied directly to your brand’s goals.
Bridge sales and marketing: Align data from both sides to see the full story of performance.
Think long-term: Quick wins matter, but sustainable growth is often revealed in loyalty and advocacy data.
Looking Ahead
As cannabis edges toward federal regulation, KPIs will only grow in importance. They’ll be the evidence investors demand, the insight marketers need, and the differentiator between brands that stumble and brands that scale.
“The cannabis brands that thrive won’t be those chasing every trend—they’ll be the ones disciplined enough to measure what matters and bold enough to act on it.” - Fullove
