Marketing Metrics and KPIs

Key marketing metrics every business should measure

What are key performance indicators in marketing?

Marketing Metrics and Key Performance Indicators (KPIs) are measurable values used by marketing teams to demonstrate the effectiveness of campaigns across all marketing channels. Whether you are looking to track digital marketing performance, SEO progress, or your social media growth, having measurable marketing metrics and KPIs set up can help your business reach targets month-over-month. Track your marketing goals with these marketing metrics and KPI examples.

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Guide to Marketing KPIs & Metrics

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Types of Marketing Metrics and KPIs

Marketing departments operate across multiple channels. From social media, to email marketing, to lead generation, your digital marketing strategy will include a number of activities. With such a wide variety of channels being used, it’s important for marketing teams to actively track progress and performance in real-time with the right marketing metrics and KPIs. When choosing the right marketing metrics, you should keep in mind which channel you are using and who will be using the data to make business decisions. The types of metrics you want to track will vary for different marketing roles. Executives will want to see an overview for every marketing channel, while managers will want to dive into the metrics for a deeper understanding of day to day performance.

Digital Marketing Metrics and KPIs

SEO Metrics and KPIs

Social Media Metrics and KPIs

Email Marketing Metrics and KPIs

Must Have Marketing KPIs

Choosing the right marketing metrics for your organization can be difficult. Marketing performance targets will vary depending on your industry and specific marketing goals. Here are some helpful tips for picking the right marketing metrics to track on your data dashboard:

All Marketing KPIs

Digital Marketing KPI | Returning Visitor Metric

Returning Visitor Metric

How effective is your website at building an audience? This digital marketing metric tracks effectiveness of your content marketing efforts.

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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. The First Visit Metric helps marketers identify which traffic sources are driving the most visits and leads.

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Digital Marketing KPI | Brand Awareness

Brand Awareness Metric

Track how people are hearing about your brand on social media and search engines. This digital marketing KPI is designed to track changes in online brand awareness.

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Digital Marketing KPI | Return on Marketing Investment

Return on Marketing Investment

Measure the ability of marketing campaigns to generate new revenue.

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Digital Marketing KPI | Incremental Sales KPI

Incremental Sales

Measures how effective your marketing campaigns are at generating increased revenue and sales. This marketing KPI highlights the importance of the relationship between marketing and sales for your organization.

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Digital Marketing KPI | Web Traffic Sources Metrics

Web Traffic Sources

Measure where your website traffic comes from and provides a comparison of major traffic sources such as Search, Direct, and Referral. This metric gives marketers insight on how to better invest in site content, advertising, or other ways of driving website visits.

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Digital Marketing KPI | Purchase Funnel

Purchase Funnel

Measures and analyzes how your audience moves through a campaign from one step to the next. It explores how your customers come to discover your product or brand by analyzing conversion rates from each stage of the funnel.

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Digital Marketing KPI | Total Visits

Total Visits

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

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Digital Marketing KPI | Customer Attrition

Customer Attrition

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

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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.

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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.

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Digital Marketing KPI | Customer Acquisition Cost (CAC)

Customer Acquisition Cost (CAC)

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

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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.

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Digital Marketing KPI | Response Rate

Response Rate

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

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Digital Marketing KPI | Funnel Conversion Rate

Funnel Conversion Rate

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

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Digital Marketing KPI | Marketing Originated Customers

Marketing Originated Customers

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

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Digital Marketing KPI | Average Time on Page

Average Time on Page

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

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Digital Marketing KPI | Content Downloads

Content Downloads

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

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Digital Marketing KPI | Unique Visitors

Unique Visitors

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

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Digital Marketing KPI | Pageviews per Session

Pageviews per Session

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

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Digital Marketing KPI | Cost per Action

Cost per Action (CPA)

Measure the amount of money put towards driving conversions.

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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.

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Digital Marketing KPI | Dormancy Rate

Dormancy Rate

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

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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.

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Digital Marketing KPI | Referral Traffic

Referral Traffic

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

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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.

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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.

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Digital Marketing KPI | Lead Conversion Rate

Lead Conversion Rate

Measure the amount of leads that are converted into sales.

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Digital Marketing KPI |  Newsletter Signup Conversion Rate

Newsletter Signup Conversion Rate

Measures how many users visit your website and signup for your newsletter. This metric is instrumental in measuring your ability to convert website visitors into known leads.

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Digital Marketing KPI |  Website Traffic Lead Ratio

Website Traffic Lead Ratio

Measure how many of your website visitors convert to leads. The website traffic to lead ratio informs digital marketers on the quality of traffic they are driving to their website.

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Digital Marketing KPI | Sessions by Device Type

Sessions by Device Type

How your customers and prospects are searching for an accessing your website can greatly influence how you design your web pages.

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Digital Marketing KPI | Online Conversions Metric

Online Conversions Metric

Examines how effective you are at converting your online audience traffic into paying customers. This digital marketing KPI is perfect for monitoring conversion rates and keeping your marketing goals in sight.

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Digital Marketing KPI | Average Lead Score

Average Lead Score

Measures the quality of an inbound lead based on predetermined criteria and targets.Lead score takes into account lead behaviour, activity, and demographics.

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Digital Marketing KPI |  External Links

External Website Links

Measures the number of external links to a website. External links to your website increase your SEO; this is incredibly important for any company which relies on inbound traffic to generate business.

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Digital Marketing KPI | Net Promoter Score

Net Promoter Score

A measure of a customer base’s willingness to promote a product or service to colleagues and friends. Consumers are most influenced by their peer group so having a high net promoter score is an essential marketing objective.

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Digital Marketing KPI |  Keyword Performance

Keyword Performance

Measures the performance of SEO campaigns using a variety of criteria such as goal completion rate, click through rate and keyword ranking. Keyword rankings are a leading indicator for organic search traffic.

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Digital Marketing KPI |  End Action Rate

End Action Rate

Measures the last action your audience takes as a result of participating in one of your marketing campaigns. The metric provides digital marketers actionable data about campaign performance.

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Digital Marketing KPI |  Cost per Lead

Cost Per Lead

Measure the effectiveness of marketing campaigns at generating leads for each dollar spent on that campaign. The focus of this KPI is to provide your team with a value so they can determine the ROI of digital advertising campaigns and other lead generation efforts.

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Digital Marketing KPI | Goal Completion Rate KPI

Goal Completion Rate

Measure the success of campaigns or websites at reaching a target audience and prompting them to complete a positive action. This metric can be paired with website traffic lead ratio to dive deeper into the quality of leads coming to your website.

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Social Media Metric | Twitter Engagement Metrics

Twitter Engagement Metrics

Use your Twitter engagement metrics to determine the effectiveness of your tweets and social media strategy.

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Social Media Metric  | Twitter Followers Metric

Twitter Followers Metric

Use your Twitter followers metric to gain better insight on the effectiveness of your company's Twitter page.

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Social Media Metric | Facebook Page Like Metric

Facebook Page Like Metric

With the Facebook page like metric, you can get an in-depth understanding of how your company's Facebook page is engaging visitors.

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Social Media Metric | Facebook People Talking About This Metric

Facebook People Talking About This Metric

Get an in-depth understanding of how people are engaging with your page.

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Social Media KPI Metric | Facebook Engagement Metrics

Facebook Engagement Metrics

Measure the effectiveness of your Facebook campaigns with user engagement metrics.

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Social Media Metric | Key Social Metrics

Key Social Metrics

Measure the impact of your social media efforts on other marketing channels, such as your website or on conversion ratios.

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Social Media KPI | Social Followers vs Target

Followers Growth KPI

Measures the number of new followers you've gained on a specific platform over a set period of time and compares that to a predetermined target.

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Social Media KPI | Social Events

Social Events

Monitors key events on each of your social channels such as likes, reposts, and mentions, and assigns them a weight according to their significance.

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Social Media KPI | Social Traffic and Conversions

Social Traffic and Conversions

Measures the effectiveness of your social media campaigns at generating site traffic and increasing conversion rates.

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Social Media Metric | Social Shares

Social Shares

Measure the amount of times your content has been shared on social media platforms.

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Social Media Metric | Social Followers

Social Followers

Measure the total number of users that are following your account on social media platforms.

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Social Media Metric | YouTube Channel Subscribers

YouTube Channel Subscribers

Overview

The YouTube Channel Subscribers metric gives your team insight on just how many people are investing time in your videos, and how many people are interested in receiving notifications every time your post a new video.

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Social Media Metric | Instagram Followers

Instagram Followers

Measure the amount of Instagram users are following your account.

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Social Media Metric | Facebook Likes

Facebook Likes

Measure the total number of Facebook users that like your company page.

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Social Media KPI | Facebook Ads Campaign Performance

Facebook Ads Campaign Performance

Make sure your message is reaching the right audience by measuring your Facebook Ads campaign performance for the date range of your choice.

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Social Media KPI | Facebook Ads CPM and CPP

Facebook Ads CPM and CPP (last 7 days)

Compare cost per impressions and cost per 1000 people reached over the past 7 days from your Facebook Ads.

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Social Media KPI Metric | Facebook Ads Impressions and Reach

Facebook Ads Impressions and Reach (last 7 days)

Compare your Facebook Ads impressions with reach over the past 7 days.

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Social Media KPI Metric | Facebook Ads Todays Summary

Facebook Ads Today's Summary

Drill down into today's campaign metrics and monitor your Facebook Ads objectives.

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Marketing Metric | Social Sentiment

Social Sentiment

An aggregate measure of social perceptions, moods and attitudes that can be attributed to a particular brand or idea.

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Social Media KPI | Social Visits and Leads

Social Visits and Leads

Measure how effective social campaigns are at driving visitors and leads to your website.

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Social Media KPI | New Followers

New Followers

Measures the number of new followers you've gained on a specific social platform over a given period of time.

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Social Media KPI | Facebook Page Demographics

Facebook Page Demographics

Measures and analyzes information about your Facebook followers to help you understand the make-up of your audience.

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Marketing KPI | Social Interactions Metrics

Social Interactions

Measure the engagement levels of your social media campaigns

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SEO KPI Examples | Keyword Opportunity

Keyword Opportunity

Analyze the possibility for improvement for search rankings by comparing current rankings to Google's estimated search traffic volume and competition rating.

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SEO KPI Examples | Keyword Click-Through Rate

Keyword Click-Through Rate

Measures how often your listing on the SERP (Search Engine Results Page) generates a "click" versus the number of people performing a given search.

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SEO KPI Examples | SEO Traffic

SEO Traffic

SEO traffic measures the number of visits to your website from organic or paid search traffic.

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SEO KPI Examples | Pageviews

Pageviews

Measure the total number of views a particular page has received.

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SEO KPI Examples | Content Backlog

Content Backlog

Measure the total amount of content pieces that are waiting to be pushed live.

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SEO KPI Examples | Average Time to New Content

Average Time to New Content

Measure the duration of time between the latest published piece of content and publishing a new piece.

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SEO KPI Examples | Top Viewed Posts

Top Viewed Posts

Measure and monitors which pieces of content pull the most viewers.

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SEO KPI Examples | Landing Page Performance Optimization

Landing Page Performance Optimization

Optimize your landing pages to increase conversion rate, and decrease bounce rate.

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SEO KPI Examples | SEO Visbility

SEO Visibility

Compare this week's SEO visibility to the previous week and discover the trend.

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SEO KPI Examples | SEO Organic Search Traffic

Organic Search Traffic

The organic search traffic metric makes sure you are getting a steady stream of unique visitors from organic search.

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Link Building Metrics

Link building is the process of acquiring hyperlinks from other websites to your own.

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SEO Keyword Ranking | SEO Metrics and KPIs

SEO Keyword Ranking

The keyword ranking metric measures your SEO keyword ranking on targeted keywords and analyzes changes in ranking over time as well as which URL is ranked for that keyword.

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SEO KPI Examples | Domain Authority

Domain Authority

Measures the "trust" factor related to your website based on the number of backlinks to your domain to assess the effectiveness of link-building efforts.

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Email Marketing KPI Examples | Email Forwards

Email Forwards

Measure the number of times a piece of content was forwarded on to another contact form one of your viewers.

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Email Marketing KPI Examples | Unsubscribes

Unsubscribes

Measure the number of users who have previously subscribed to your site and no longer wish to subscribe.

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Email Marketing Statistics Dashboard

Email Marketing Statistics

Email marketing statistics give marketers insight into how their current campaigns are performing and how they can improve the ROI on other campaigns.

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Email Website Traffic Dashboard

Email Website Traffic Metrics

Email marketing is one of the top performing marketing tools for digital marketers, bringing in qualified leads and significant ROMI.

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Email Subscribers Dashboard

Email Subscribers Metrics

Track your email subscriptions and get insight into the data you need to know.

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Marketing KPI Examples | Email Marketing Engagement Score

Email Marketing Engagement Score

Measure how effective campaigns are at generating actions and interactions with your target audience.

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Guide to Marketing KPIs & Metrics

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