In this modern time, it is possible to say that it is less possible to happen that marketing budgets are spent without any kind of responsibility and because of insufficient and incomplete information, lack of knowledge, without any analysis which would be at disposal for using the marketing budgets. If the measures, with which it can be measured the efficiency of marketing activities, are not being inforced, business has not some rational base, which is used for making conclusions about some past, present and future happenings. In Croatia, it is possible to note that the implementation of marketing metrics is not on the level as it is in more rich and developed countries. In other words, it is possible to say that the marketing metrics is just becoming a part of business strategy, thinking through and everyday praxis. Just in this case it is often being concluded that the decisions connected to marketing are being concluded in a non-transparent way. Because of lack of trust in marketing as a business function, a negative affect is being made on real effectivity of marketing as a part of business process. To avoid such situation, diverse researches should be made and different science papers should be studied, both in the domene of marketing metrics. When the implementation of marketing metrics is being connected to achieving positive business results in a company, it can influence positively on the business environment and growth of the implementation of marketing metrics. The final result can be growth of the number of companies which implement marketing metrics in their business processes.