Marketing Metrics

The most important marketing, advertising, social, and funnel metrics and KPIs.

Metric
Description

Emails Opened is the number of unique recipients who opened your email.

Social Media Shares is the count of total number of times your posts were shared on social media platforms such as Facebook, Twitter, or Instagram. It indicates reach of your posts and the potential growth of your impressions.

Referrals are among the most valuable lead generation flows, as it builds upon the trust of the referring party. Referrals often happen via word-of-mouth, but can also be generated via influencer marketing, review sites, or software companies can…

Privacy Consent Declines tracks the number of people who have explicitly chosen not to receive email communications.

Privacy Consent Approves tracks the number of people who have explicitly chosen to receive email communications.

Ad Clicks, or simply Clicks, is a marketing metric that counts the number of times users have clicked on a digital advertisement to reach an online property.

Advertising Costs is a broad expense category, which typically includes online, broadcast, print, outdoor, and direct mail efforts. Advertising can be used at various stages of the customer journey, from brand awareness and brand shaping, to highly…

A Sales Qualified Lead (SQL) is a prospect that meets certain conditions as defined by the sales process. SQLs are middle of the funnel, having been qualified first by marketing or a lead setting team, and are now ready to be moved to the next stage…

A Lead is an individual who has shown an interest in your product or service. Leads do not have to be qualified - meaning there is no consideration yet of need, timeline, budget, or decision making ability. The acquisition of leads is generally…

Specific to Google Analytics, a Hit counts common interactions, such as page tracking, event tracking, and e-commerce tracking. Hits allow marketers to extend beyond Pageviews and define their own rules.

A Goal represents a completed activity that you have defined as important to the success of your website or business. Goals can capture a number of completed actions, such as completing a form, downloading a brochure, or making a purchase. Goals and…

Net Promoter Score or NPS® is a measure of a customer base’s willingness to promote a product or service to colleagues and friends. It is based on the results of a current customer survey, which asks respondents to answer the following question: “…

Cost per thousand, also called cost per mille, is a marketing term used to describe the price of 1,000 advertisement impressions on an advertiser's webpage. If a website publisher charges $2.00 CPM, that means an advertiser must pay $2.00 for…

The Return On Marketing Investment metric measures how much revenue a marketing campaign is generating compared to the cost of running that campaign. Effective marketers are driven to connect their time, energy and advertising spend with results…

The Lifetime Value to Cost of Acquisition (LTV/CAC) Ratio tells you if the theoretical lifetime revenue you get from a customer is higher or lower than the sales and marketing costs needed to acquire that customer.

Click To Open Rate (CTOR) is the percentage of unique clicks and unique opens for your email campaign. It is an effective measure of how compelling your content is relative to the quality of your target list. In other words, ensuring you have…

A True Trial is defined as a user who starts a trial and comes back a second time within the first 7 days. The True Trials metric is meaningful for any software company that offers prospects a trial before they choose to buy. Prospects who sign…

A Marketing Qualified Lead (MQL) is a universal metric used by marketing teams to measure the quality of leads they generate and pass to sales. Most marketing teams have targets associated with MQLs that include number of MQLs and acceptance rate,…

Average Server Response Time is the average amount of time an application’s web server takes to return the results of a request to the user. It is affected by several factors including network bandwidth, number of users, and number and type of…

Average Selling Price (ASP) is the average price a given product is sold for. This metric can be applied narrowly to a product or service or, more broadly, to an entire market. It's a common metric, often used to compare businesses or channels…

Visits, also referred to as sessions, track the number of times a user interacts with your website. Repeat visits within a set time period are excluded.

The Subscribers metric counts the number of paid or non-paid users who have periodic access to a product or service. Most often, this metric refers to a subscription-based business model, for example, newspapers, magazines, phone, internet service,…

Website Events, or simply Events, are specific to Google Analytics and count the number of defined interactions or behaviours that are independent of a basic page load.

Social Media Likes is a measure of the popularity of social media content. It is the number of likes on your posts on social media platforms such as Facebook or Twitter. It is an indicator of impression numbers and engagement.

Sessions with Event is the count of the number of Sessions in which at least one defined Event is triggered. Marketing teams use this to evaluate the quality of the sessions on their website.

Reach is an Alexa Web Search metric that measures the number of people who have the Alexa toolbar or extension installed and who saw your content. If your website has a Reach score of 5,000, this means that 5,000 people out of a sample of 1 million…

Page Views Per Million Users is an Alexa Web Search metric that measures the number of pages viewed by users who have the Alexa toolbar or extension installed. So if your website gets a Page Views Per Million score of 5,000, that means that 5,000…

Page Views, as commonly used with Google Analytics, is the count of times the content of a page is loaded or re-loaded. For advertising funded sites, Page Views is of particular interest, as ad impressions are frequently monetized. Although Page…

Organic Search traffic is the measure of visits to a website that come from naturally generated search engine results. These results are not influenced by any paid search activity and are driven purely by search engine optimization (SEO) efforts.

New Users are the count of users that visit your site for the first time. Google Analytics assigns a unique identifier to each user. Unless the user clears their cookies or uses a new device unknown to Google, this unique identifier is how Google…

Impressions are the number of times that an advertisement is shown either in search engine results or through other pages. Google Analytics tracks these specifically within the Google network.

Follower Count is the number of users who have chosen to follow another user's or company's posts, such as via Twitter, LinkedIn, Facebook or Instagram. It is a key measure of popularity and can point to how well you are building a…

Event Value is a Google Analytics metric used to evaluate user interactions with website content. Marketing teams use this metric to evaluate the value of user interactions with their websites and sometimes to determine their potential monetary…

For content and social media marketers, Content Engagement, may be one of the most important ways to know what is working and how to improve your craft. Content Engagement measures all engagements with your web or social media content. These might…

Contacts are individual people that the business has a relationship with, often associated with an account. In many Content Management Systems (CRMs), such as Salesforce, Contacts are associated with qualified opportunities, existing customers, or…

Bounces is the count of sessions that trigger only one request. For example, when a a page is opened and then exited without triggering any other activity. Bounces are often presented as Bounce Rate, which is simply the count of single page visits…

A Session, sometime called a Visit, is the set of interactions, or web requests, made within a given time frame by a single user visiting a specific website. A single Session will often contain multiple activities such as page views, events, or…

The Customer Lifetime Value (LTV) metric indicates the total revenue a business can reasonably expect from a single customer account. It considers a customer's revenue value and compares that number to the company's predicted customer…

Customer Acquisition Cost (CAC) is the cost a business incurs to acquire a new customer. This includes the fully loaded costs associated with sales and marketing to attract a potential customer and to convince them to purchase.

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