Measuring Engaged Customer Advocates: Strategies and Metrics

·Jul 29, 2025 02:22 PM·

I'm sure this has been discussed before, but I must ask again 🙂 How are you all measuring engaged customer advocates? For example, say we want to increase the # of engaged customer advocates QoQ, how do we start measuring this? We're thinking of an engaged advocate as someone who completes an act of advocacy... that can be broad so would love to hear if others are thinking this way.

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9 comments

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Lauren Turner
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It depends on how detailed you want to go. What’s worked for me is a points based system based on the value of the AoA. So for example if the range is 1-10, 1 might be sharing a post to social and 10 might be a published case study or personally advocating your product to someone in their C-suite for renewal. Then you can set an average “score” as a target and measure against that, both on an aggregate and on a contact or account level.
Vera
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You could measure the % of engaged advocates against your overall customer base. In the past I have also calculated the average CLTV of of advocates versus non advocates to show the value they bring to accounts
Madeline Coke
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Thank you both so much!! Are you doing these measurements in spreadsheets?
Madeline Coke
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cc Lisa Kaspari
Lauren Turner
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Yes, though depending on if you’re using an advocacy platform or not that tabulates that stuff automatically, you could potentially also create an AI agent to scrape that data and format it into a dashboard or something for you.
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Madeline Coke
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We just implemented RefEdge, so were hoping it could help us do this, but wanted to make sure we were thinking about 'engaged advocates' the right way.
Lisa Kaspari
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thank you for this input on ways to calculate what an engaged advocate is I will be looking at what we can do in RefEdge
Jen Doyon
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Madeline Coke Adding on to Vera's comment--we do this analysis for our clients, and it always raises eyebrows with execs. Taking it one step further, we prove that advocates remain as customers longer than non-advocates. Here's a blog on the topic: https://www.referentialinc.com/blog/cltr-l-reporting-and-metrics
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Madeline Coke
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Thank you!!

Measuring Engaged Customer Advocates: Strategies and Metrics | CMAweekly Customer Marketing and Advocacy Slack