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Abstract One of the key terms of an organization's success is to manage and conduct marketing activities efficiently. The development of marketing science is getting accelerated with the development of the market innovation and technological advances besides it creates new marketing tools and innovative techniques in business environment. Accurately measuring the effectiveness of these marketing activities is very crucial for management issues within organizations. In reality, assessing marketing performance and measuring return on marketing investment requires a complex and challenging practice. The purpose of this paper is to discuss some issues about marketing metrics and to define the following: a) marketing accountability, importance and requirements of using marketing metrics, b) common challenges when measuring marketing results, c) major and common marketing metrics and measurements, d) evaluation of current perceptiveness of Mongolian business organizations’ marketing performance and effectiveness. Based on our findings, we’ve given some conclusions on marketing metrics and its accountability in Mongolia. Keywords: Marketing metrics, marketing accountability, financial and non-financial metrics
