Digital Marketing Metrics & KPIs
Metrics & KPIs for modern digital marketers
What is a digital marketing KPI?
Digital marketing KPIs are measurable values that a marketing team uses to track whether or not they are achieving their objectives. KPIs are laser-focused on a target or objective, like increasing revenue or website referral traffic, and outline the goals and activities to achieve it.
Digital marketing KPIs can be high-level and focus on how it will impact overall business performance or low-level and focus on how it will impact the marketing department.
Digital marketing metrics every business should track
Digital Marketing Metrics and KPIs are values that marketing teams use to measure and track the performance of a digital marketing campaign. Digital marketing teams use a number of platforms and tools to promote their product or service offering, and tracking the results can be time-consuming and challenging.
When digital marketing teams create specific marketing KPIs and track them on a dashboard, it suddenly becomes easy to set goals and KPIs, and measure performance against those values.
Top Digital Marketing Metrics and KPIs
Here are the top 10 metrics and KPIs for data-driven digital marketers:
- Web Traffic Sources
- Leads
- Page Views
- Cost per Lead
- Returning Visitors
- Conversion Rate
- Goal Completion Rate
- Click-Through Rate
- Customer Acquisition Cost
- Customer Lifetime Value
Discover more inspiration for top digital marketing metrics that you and your team can track in PowerMetrics.
What is the most important digital marketing metric?
Revenue is the most important KPI for marketing teams. For marketers, all KPIs should lead to revenue—even if your primary focus is on MQLs or website traffic. Revenue is the top dog, but most marketers will also have a few KPIs, like return on ad spend or customer acquisition cost, that measure the levers behind revenue growth.
Revenue provides insight into the income generated across different revenue streams, which is a quick way to look at the high-performing and under-performing parts of the business. If marketing isn’t generating revenue, it may be time to re-evaluate your KPIs.
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
How are people hearing about and talking about your brand online?
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.
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.
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.
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
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.
Goal Completion Rate
Measure how effective your campaigns are at prompting your audience to complete a goal.
How do you track digital marketing performance?
Tracking digital marketing metrics and KPIs gives your marketing team a real-time view into your campaign performance. When you use a dashboard to visualize your digital marketing analytics, you and your team can make data-driven decisions that help your business grow.