Here, CR is the percentage of prospective customers that convert, CLV is how much a customer is worth to the business during his tenure, and CPA is the amount of cost to acquire a new customer.
On the other hand, to improve your brand value, focus on the number of users that come through direct traffic (users who come by typing your store’s URL directly)or referral traffic (users that come through any link). Also, notice how many times users mention your product or services on social media.
So, find the right metrics that influence to improve marketing ROI, take adequate action to improve those metrics and your ROI will automatically be increasing.