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Every company should be able to demonstrate own efficiency and effectiveness by used metrics or other processes and standards. Businesses may be missing a direct comparison with competitors in the industry, which is only possible using appropriately chosen instruments, whether financial or non-financial. The main purpose of this study is to describe and compare the approaches of the individual authors. to find metric from reviewed studies which organization use to measuring own marketing activities with following separating into financial metrics and non-financial metrics. The paper presents advance in useable metrics, especially financial and non-financial metrics. Selected studies, focusing on different branches and different metrics, were analyzed by the authors. The results of the study is describing relevant metrics to prove efficiency in varied types of organizations in connection with marketing effectiveness. The studies also outline the potential methods for further research focusing on the application of metrics in a diverse environment. The study contributes to a clearer idea of how to measure performance and effectiveness.