Digital Marketing Metrics and KPIs

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.

Best Digital Marketing Metrics

The top KPIs for modern digital marketers that are data-driven:

Web traffic sources
Brand awareness
Cost per lead
Website traffic leads
Returning visitors
Online conversion rates
Lead conversion rates
Click thru rate
Customer lifetime value

Scroll down further to get inspiration of other top digital marketing metrics you and your team can consider to start tracking today to measure your online performance.

Guide to Marketing KPIs & Metrics

Digital Marketing Metrics and KPI Examples

Returning Visitor Metric

How effective is your website at building an audience?

First Visit Metric

Understand how people are finding your website and how engaged they are on their first visit.

Brand Awareness Metric

Track how people are hearing about your brand on social media and search engines.

Return on Marketing Investment (ROI)

Measure the ability of marketing campaigns to generate new revenue.

Incremental Sales

Demonstrate how your marketing campaigns are resulting in increased sales revenue.

Web Traffic Sources

Understand which traffic sources are driving visitors to your website.

Purchase Funnel

Understand your customer acquisition process from awareness to purchase.

Total Visits

Measure the amount of users that have visited your site or page.

Customer Attrition

Measure the rate at which your company loses customers over time.

Digital Marketing KPI | Customer Lifetime Value

Customer Lifetime Value (LTV)

Measure the amount of gross profit that is generated from a customer over the entire time they do business with a company.

Digital Marketing KPI | Lifetime Value:Customer Acquisition Cost

Lifetime Value: Customer Acquisition Cost (LTV:CAC)

Measure the relationship between the lifetime value of a customer and the cost of acquiring that customer.

Customer Acquisition Cost (CAC)

Measure to total amount of capital it costs to gain a new customer.

Digital Marketing KPI | Click Through Rate

Click Through Rate (CTR)

Measure how often your site on an SERP prompts users to click and navigate to your page.

Response Rate

Measure the total number of customers who respond back to your company’s communication efforts.

Funnel Conversion Rate

Measure the rate of which leads move through the marketing funnel.

Marketing Originated Customers

Measure the total share of all customers that come directly from marketing efforts.

Average Time on Page

Measure the duration of time a viewer spends on a page.

Content Downloads

Measure the total number of pieces of content that have been downloaded.

Unique Visitors

Measure the total number of unique individuals that view your website.

Pageviews per Session

Measure the average number of pages a user views during a single session.

Cost per Action (CPA)

Measure the amount of money put towards driving conversions.

Customer Share by Category

Measure the number of customers that come from a specified category, such as Region, Industry, or Company Size.

Dormancy Rate

Measure the number of customers that are not using your product in a given time period.

New Leads Generated

Measure the number of new leads that have been added to your system during a specified time period.

Referral Traffic

Measure the volume of traffic that are directed to your site from outside sources.

Web Traffic Concentration

Measure the ratio of site visitors on a specific page, in comparison to total site visitors.

Bounce Rate

Measure the number of visitors that arrive at your site and leave without navigating to any other page on your site.

Lead Conversion Rate

Measure the amount of leads that are converted into sales.

Newsletter Signup Conversion Rate

Measure how many users visit your website and signup for your newsletter.

Website Traffic Lead Ratio

Measure how many of your website visitors convert to leads.

Sessions by Device Type

See what devices your website traffic is using for the time period of your choice.

Online Conversions Metric

How well does your online audience convert into paying customers?

Average Lead Score

Measure the Quality of Marketing and Sales Leads

External Website Links

Improve Your Website Rankings and Traffic Volume by Monitoring External Links

Net Promoter Score

Measure Customer Satisfaction and Loyalty

Keyword Performance

Measure keyword rankings to understand how effective your SEO efforts are at driving traffic to your website.

End Action Rate

Measure how effective marketing campaigns are by monitoring the last action taken by your audience.

Cost Per Lead

Measure the cost-effectiveness of marketing campaigns.

Goal Completion Rate

Measure how effective your campaigns are at prompting your audience to complete a goal.

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.