A list of the key digital marketing metrics every business should track
Digital Marketing Metrics and KPIs are values used by marketing teams to measure and track the performance of their marketing campaigns. Digital marketing teams use a number of tools to promote their services and products, and tracking the results can often be time consuming and difficult. By creating specific digital marketing KPIs, it’s easy to determine targets and goals and measure performance based on those values.
Digital Marketing Metrics and KPI Examples
How effective is your website at building an audience? This digital marketing metric tracks effectiveness of your content marketing efforts.
Understand how people are finding your website and how engaged they are on their first visit. The First Visit Metric helps marketers identify which traffic sources are driving the most visits and leads.
Track how people are hearing about your brand on social media and search engines. This digital marketing KPI is designed to track changes in online brand awareness.
Measures how effective your marketing campaigns are at generating increased revenue and sales. This marketing KPI highlights the importance of the relationship between marketing and sales for your organization.
Measure where your website traffic comes from and provides a comparison of major traffic sources such as Search, Direct, and Referral. This metric gives marketers insight on how to better invest in site content, advertising, or other ways of driving website visits.
Measures and analyzes how your audience moves through a campaign from one step to the next. It explores how your customers come to discover your product or brand by analyzing conversion rates from each stage of the funnel.
Measure the amount of gross profit that is generated from a customer over the entire time they do business with a company.
Measure the relationship between the lifetime value of a customer and the cost of acquiring that customer.
Measure how often your site on an SERP prompts users to click and navigate to your page.
Measure the total number of customers who respond back to your company’s communication efforts.
Measure the total share of all customers that come directly from marketing efforts.
Measure the number of customers that come from a specified category, such as Region, Industry, or Company Size.
Measure the number of customers that are not using your product in a given time period.
Measure the number of new leads that have been added to your system during a specified time period.
Measure the ratio of site visitors on a specific page, in comparison to total site visitors.
Measure the number of visitors that arrive at your site and leave without navigating to any other page on your site.
Measures how many users visit your website and signup for your newsletter. This metric is instrumental in measuring your ability to convert website visitors into known leads.
Measure how many of your website visitors convert to leads. The website traffic to lead ratio informs digital marketers on the quality of traffic they are driving to their website.
How your customers and prospects are searching for an accessing your website can greatly influence how you design your web pages.
Examines how effective you are at converting your online audience traffic into paying customers. This digital marketing KPI is perfect for monitoring conversion rates and keeping your marketing goals in sight.
Measures the quality of an inbound lead based on predetermined criteria and targets.Lead score takes into account lead behaviour, activity, and demographics.
Measures the number of external links to a website. External links to your website increase your SEO; this is incredibly important for any company which relies on inbound traffic to generate business.
A measure of a customer base’s willingness to promote a product or service to colleagues and friends. Consumers are most influenced by their peer group so having a high net promoter score is an essential marketing objective.
Measures the performance of SEO campaigns using a variety of criteria such as goal completion rate, click through rate and keyword ranking. Keyword rankings are a leading indicator for organic search traffic.
Measures the last action your audience takes as a result of participating in one of your marketing campaigns. The metric provides digital marketers actionable data about campaign performance.
Measure the effectiveness of marketing campaigns at generating leads for each dollar spent on that campaign. The focus of this KPI is to provide your team with a value so they can determine the ROI of digital advertising campaigns and other lead generation efforts.
Measure the success of campaigns or websites at reaching a target audience and prompting them to complete a positive action. This metric can be paired with website traffic lead ratio to dive deeper into the quality of leads coming to your website.
Tracking Digital Marketing Metrics and KPIs on a Dashboard
Tracking digital marketing metrics and KPIs gives your marketing team a real-time view into campaign performance. Using a dashboard to display your digital marketing analytics can help your team take make more data driven decision and help the business grow.