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 and tracking them on a dashboard, it’s easy to determine targets and goals and measure performance based on those values.

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.

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Digital Marketing Metrics and KPI Examples

Digital Marketing KPI | Returning Visitor Metric

Returning Visitor Metric

How effective is your website at building an audience?

Learn more about Returning Visitor Metric
Digital Marketing KPI | First Visit 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
Digital Marketing KPI | Brand Awareness

Brand Awareness Metric

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

Learn more about Brand Awareness Metric
Tracking Marketing Return on Investment

Return on Marketing Investment (ROI)

Measure the ability of marketing campaigns to generate new revenue.

Learn more about Return on Marketing Investment (ROI)
Digital Marketing KPI | Incremental Sales KPI

Incremental Sales

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

Learn more about Incremental Sales
Digital Marketing KPI | Web Traffic Sources Metrics

Web Traffic Sources

Understand which traffic sources are driving visitors to your website.

Learn more about Web Traffic Sources
Digital Marketing KPI | Purchase Funnel

Purchase Funnel

Understand your customer acquisition process from awareness to purchase.

Learn more about Purchase Funnel
Digital Marketing KPI | Total Visits

Total Visits

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

Learn more about Total Visits
Digital Marketing KPI | Customer Attrition

Customer Attrition

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

Learn more about Customer Attrition
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.

Learn more about Customer Lifetime Value (LTV)
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.

Learn more about Lifetime Value: Customer Acquisition Cost (LTV:CAC)
Digital Marketing KPI | Customer Acquisition Cost (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)
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.

Learn more about Click Through Rate (CTR)
Digital Marketing KPI | Response Rate

Response Rate

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

Learn more about Response Rate
Digital Marketing KPI | Funnel Conversion Rate

Funnel Conversion Rate

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

Learn more about Funnel Conversion Rate
Digital Marketing KPI | Marketing Originated Customers

Marketing Originated Customers

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

Learn more about Marketing Originated Customers
Digital Marketing KPI | Average Time on Page

Average Time on Page

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

Learn more about Average Time on Page
Digital Marketing KPI | Content Downloads

Content Downloads

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

Learn more about Content Downloads
Digital Marketing KPI | Unique Visitors

Unique Visitors

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

Learn more about Unique Visitors
Digital Marketing KPI | Pageviews per Session

Pageviews per Session

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

Learn more about Pageviews per Session
Digital Marketing KPI | Cost per Action

Cost per Action (CPA)

Measure the amount of money put towards driving conversions.

Learn more about Cost per Action (CPA)
Digital Marketing KPI | Customer Share by Category

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
Digital Marketing KPI | Dormancy Rate

Dormancy Rate

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

Learn more about Dormancy Rate
Digital Marketing KPI | New Leads Generated

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
Digital Marketing KPI | Referral Traffic

Referral Traffic

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

Learn more about Referral Traffic
Digital Marketing KPI | Web Traffic Concentration

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
Digital Marketing KPI | Bounce Rate

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
Digital Marketing KPI | Lead Conversion Rate

Lead Conversion Rate

Measure the amount of leads that are converted into sales.

Learn more about Lead Conversion Rate
Digital Marketing KPI |  Newsletter Signup 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
Digital Marketing KPI |  Website Traffic Lead Ratio

Website Traffic Lead Ratio

Measure how many of your website visitors convert to leads.

Learn more about Website Traffic Lead Ratio
Digital Marketing KPI | Sessions by Device Type

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
Digital Marketing KPI | Online Conversions Metric

Online Conversions Metric

How well does your online audience convert into paying customers?

Learn more about Online Conversions Metric
Digital Marketing KPI | Average Lead Score

Average Lead Score

Measure the Quality of Marketing and Sales Leads

Learn more about Average Lead Score
Digital Marketing KPI |  External Links

External Website Links

Improve Your Website Rankings and Traffic Volume by Monitoring External Links

Learn more about External Website Links
Digital Marketing KPI | Net Promoter Score

Net Promoter Score

Measure Customer Satisfaction and Loyalty

Learn more about Net Promoter Score
Digital Marketing KPI |  Keyword Performance

Keyword Performance

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

Learn more about Keyword Performance
Digital Marketing KPI |  End Action Rate

End Action Rate

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

Learn more about End Action Rate
Digital Marketing KPI |  Cost per Lead

Cost Per Lead

Measure the cost-effectiveness of marketing campaigns.

Learn more about Cost Per Lead
Digital Marketing KPI | Goal Completion Rate KPI

Goal Completion Rate

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

Learn more about Goal Completion Rate

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.