The time when marketing budgets were spent without accountability in the absence of information, and without analytical basis and measured feedback, is slowly coming to an end. Without applying a scale for measuring marketing efficiency, business entities have no rational basis for evaluating the past and the present and estimating the potential of future events. At the present moment, marketing metrics is not applied in the Republic Croatia as part of systematic business considerations and actions taken in everyday operative practice, which often leads to the conclusion that marketing decisions are being made without any responsibility or transparency. This also serves to destroy trust in marketing as a business function characterised by opaqueness and, to a larger degree, inability to demonstrate its value and contribution to the financial success of a business entity. In the Republic of Croatia, applying marketing metrics is a largely unknown concept on the business practice level and is almost non-existent in the field of expert and scientific research. By way of empiric research into the practice of applying marketing metrics on the level of business entities in the City of Zagreb, which compromises a significant part of the overall national-level economic activity, the author shows the current level of applying marketing metrics in the hope of raising awareness of the necessity of its application, with the end goal of increasing the efficiency of marketing decisions. Practitioners and marketing managers confirm the importance of marketing having the opportunity to measure its value. In the Republic of Croatia particularly, creating a certain critical mass of expert and scientific research on applying marketing metrics, especially on the basis of linking said research with financial success of a business entity, could provide a significant incentive that would motivate the business community to introduce these, undoubtedly indispensable, business practices on a level corresponding to the capabilities of business entities. The practice of introducing and applying marketing metrics is a complex process that does not deprive business entities of numerous challenges pertaining to personnel, time management, know-how and infrastructure, which at the same time require much patience and effort, but represents a path that is inevitable, as the lack thereof leaves the marketing contribution in the domain of frivolous business hazard.