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.
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.
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.
Demonstrate how your marketing campaigns are resulting in increased sales revenue.
Web Traffic Sources
Understand which traffic sources are driving visitors to your website.
Understand your customer acquisition process from awareness to purchase.
Measure the amount of users that have visited your site or page.
Measure the rate at which your company loses customers over time.
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.
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.
Click Through Rate (CTR)
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.
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.
Measure the total number of pieces of content that have been downloaded.
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.
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.
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.
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
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.