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
Sign up and get 5 minute KPI lessons delivered to your inbox every day.
Digital Marketing Metrics and KPI Examples
Returning Visitor Metric
How effective is your website at building an audience?
Learn more about Returning Visitor Metric
First Visit Metric
Understand how people are finding your website and how engaged they are on their first visit.
Learn more about First Visit Metric
Brand Awareness Metric
Track how people are hearing about your brand on social media and search engines.
Learn more about Brand Awareness Metric
Return on Marketing Investment (ROI)
Measure the ability of marketing campaigns to generate new revenue.
Learn more about Return on Marketing Investment (ROI)
Incremental Sales
Demonstrate how your marketing campaigns are resulting in increased sales revenue.
Learn more about Incremental Sales
Web Traffic Sources
Understand which traffic sources are driving visitors to your website.
Learn more about Web Traffic Sources
Purchase Funnel
Understand your customer acquisition process from awareness to purchase.
Learn more about Purchase Funnel
Total Visits
Measure the amount of users that have visited your site or page.
Learn more about Total Visits
Customer Attrition
Measure the rate at which your company loses customers over time.
Learn more about Customer Attrition
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.
Learn more about Customer Lifetime Value (LTV)
Lifetime Value: Customer Acquisition Cost (LTV:CAC)
Measure the relationship between the lifetime value of a customer and the cost of acquiring that customer.
Learn more about Lifetime Value: Customer Acquisition Cost (LTV:CAC)
Customer Acquisition Cost (CAC)
Measure to total amount of capital it costs to gain a new customer.
Learn more about Customer Acquisition Cost (CAC)
Click Through Rate (CTR)
Measure how often your site on an SERP prompts users to click and navigate to your page.
Learn more about Click Through Rate (CTR)
Response Rate
Measure the total number of customers who respond back to your company’s communication efforts.
Learn more about Response Rate
Funnel Conversion Rate
Measure the rate of which leads move through the marketing funnel.
Learn more about Funnel Conversion Rate
Marketing Originated Customers
Measure the total share of all customers that come directly from marketing efforts.
Learn more about Marketing Originated Customers
Average Time on Page
Measure the duration of time a viewer spends on a page.
Learn more about Average Time on Page
Content Downloads
Measure the total number of pieces of content that have been downloaded.
Learn more about Content Downloads
Unique Visitors
Measure the total number of unique individuals that view your website.
Learn more about Unique Visitors
Pageviews per Session
Measure the average number of pages a user views during a single session.
Learn more about Pageviews per Session
Cost per Action (CPA)
Measure the amount of money put towards driving conversions.
Learn more about Cost per Action (CPA)
Customer Share by Category
Measure the number of customers that come from a specified category, such as Region, Industry, or Company Size.
Learn more about Customer Share by Category
Dormancy Rate
Measure the number of customers that are not using your product in a given time period.
Learn more about Dormancy Rate
New Leads Generated
Measure the number of new leads that have been added to your system during a specified time period.
Learn more about New Leads Generated
Referral Traffic
Measure the volume of traffic that are directed to your site from outside sources.
Learn more about Referral Traffic
Web Traffic Concentration
Measure the ratio of site visitors on a specific page, in comparison to total site visitors.
Learn more about Web Traffic Concentration
Bounce Rate
Measure the number of visitors that arrive at your site and leave without navigating to any other page on your site.
Learn more about Bounce Rate
Lead Conversion Rate
Measure the amount of leads that are converted into sales.
Learn more about Lead Conversion Rate
Newsletter Signup Conversion Rate
Measure how many users visit your website and signup for your newsletter.
Learn more about Newsletter Signup Conversion Rate
Website Traffic Lead Ratio
Measure how many of your website visitors convert to leads.
Learn more about Website Traffic Lead Ratio
Sessions by Device Type
See what devices your website traffic is using for the time period of your choice.
Learn more about Sessions by Device Type
Online Conversions Metric
How well does your online audience convert into paying customers?
Learn more about Online Conversions Metric
Average Lead Score
Measure the Quality of Marketing and Sales Leads
Learn more about Average Lead Score
External Website Links
Improve Your Website Rankings and Traffic Volume by Monitoring External Links
Learn more about External Website Links
Keyword Performance
Measure keyword rankings to understand how effective your SEO efforts are at driving traffic to your website.
Learn more about Keyword Performance
End Action Rate
Measure how effective marketing campaigns are by monitoring the last action taken by your audience.
Learn more about End Action Rate
Goal Completion Rate
Measure how effective your campaigns are at prompting your audience to complete a goal.
Learn more about Goal Completion RateTracking 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.
Guide to Marketing KPIs & Metrics
Sign up and get 5 minute KPI lessons delivered to your inbox every day.