To determine whether marketing automation is used efficiently and correctly, companies must monitor a range of metrics. Activity metrics, like the number of emails sent and high-quality behavioral triggers, allow companies to determine whether they are using the automation software to its fullest potential. The response metrics, which include the open and click-through rates, website traffic, and rates of unsubscription, provide brands with an indication of how the automation is connecting with the public. Efficiency and Value metrics allow brands to determine whether the automation is worth the time and effort, such as costs per customer, the amount of revenue generated, the prices of investing, and the closing lead rate.