Specific and relevant metrics are a condition of Softwood Lumber Board funding. Properly calculated return on investment (ROI) will need to be the primary measure, simple marketing metrics such as web hits, audience reach or attendees to a seminar will not suffice.

Ultimately all the measures should answer one simple question – “did it sell more appearance or structural softwood lumber”?

However, the SLB recognizes that the metrics for individual projects may need to be different depending on the activities being pursued. In consideration of this challenge, the SLB has outlined primary and secondary metrics for three project types: new market development; market retention; codes & standard. Funding recipients will be required to report on their project’s performance using these metrics and performance criteria.


Project TypePrimary MeasuresSecondary Measures
Market Development

  • ROI (softwood lumber sales)

  • Market Share


  • Conversions

  • Audience reach

  • Per capita wood consumption

  • Awareness

  • Marketing metrics

  • Leveraged funding

Market Retention

  • ROI (lumber sales protected)

  • Market Share (trend change)


  • Audience reach

  • Awareness

  • Marketing metrics

  • Leveraged funding

Codes & Standards

  • Value of new market protected

  • Value of new opportunities identified within the code

  • Value of opposition codes defeated


  • Code challenges/issues dealt with

  • Industry cost savings (due to SLB funding instead of company specific funding)

  • Leveraged funding