Marketing Metrics & KPIs

Metrics & KPIs for modern marketers

What is a marketing KPI?

Marketing KPIs are a measurable value that a marketing team sets out to achieve over a specific period of time. For example, marketing KPIs can impact overall business performance (like increasing revenue) or impact the marketing department (increase form completions by 50% on your landing page).

You can think of a KPI as the goal post and the marketing activities that take place as the players that score the goal. If a marketing team sets a KPI to increase web traffic by 50% over a specified period of time, it is quickly followed by outlining the goals and activities that need to happen to achieve the KPI.

Key marketing metrics and KPIs for every modern marketing team

Once you have set your KPIs, it’s important to determine the marketing metrics that you will use to track your performance. Marketing metrics are measurable values that show the effectiveness of your marketing campaigns.

Whether you're a marketer that is looking to track digital marketing performance, SEO progress, or your social media growth, setting KPIs and tracking marketing metrics will help you stay on track to reach your targets. Once you've determined your metrics, you can take it to the next level and put your marketing metrics and KPIs on a marketing dashboard for quick analysis and easy sharing for your team.

Top Marketing Metrics

Marketing Qualified Leads (MQL)
Sales Qualified Leads (SQL)
Conversion Rate
Brand Awareness
Engagement Rate
Cost per Lead
Return on Marketing Investment
Customer Lifetime Value (CLV
Customer Acquisition Cost (CAC)
Customer Retention

Digital Marketing KPI Examples

Average Lead Score

Measure the Quality of Marketing and Sales Leads

Bounce Rate

Measure the number of visitors that arrive at your site and leave without navigating to any other page on your site.

Brand Awareness

How are people hearing about and talking about your brand online?

Click Through Rate (CTR)

Measure how often your site on an SERP prompts users to click and navigate to your page.

Content Downloads

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

Cost per Action (CPA)

Measure the amount of money put towards driving conversions.

Cost Per Lead

Measure the cost-effectiveness of marketing campaigns.

Customer Acquisition Cost (CAC)

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

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.

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.

End Action Rate

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

External Website Links

Improve Your Website Rankings and Traffic Volume by Monitoring External Links

First Visit

Understand how people are finding your website and how engaged they are on their first visit.

Funnel Conversion Rate

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

Goal Completion Rate

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

Incremental Sales

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

Keyword Performance

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

Lead Conversion Rate

Measure the amount of leads that are converted into sales.

Lifetime Value: Customer Acquisition Cost (LTV:CAC)

Measure the relationship between the lifetime value of a customer and the cost of acquiring that customer.

Marketing Originated Customers

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

Net Promoter Score

Measure Customer Satisfaction and Loyalty

New Leads Generated

Measure the number of new leads that have been added to your system during a specified time period.

Newsletter Signup Conversion Rate

Measure how many users visit your website and signup for your newsletter.

Online Conversions

How well does your online audience convert into paying customers?

Pageviews per Session

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

Referral Traffic

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

Response Rate

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

Return on Marketing Investment (ROI)

Measure the ability of marketing campaigns to generate new revenue.

Returning Visitors

How effective is your website at building an audience?

Sessions by Device Type

See what devices your website traffic is using for the time period of your choice.

Total Visits

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

Unique Visitors

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

Web Traffic Concentration

Measure the ratio of site visitors on a specific page, in comparison to total site visitors.

Web Traffic Sources

Understand which traffic sources are driving visitors to your website.

Website Traffic Lead Ratio

Measure how many of your website visitors convert to leads.

Purchase Funnel

Understand your customer acquisition process from awareness to purchase.

Email Marketing KPI Examples

Email Marketing Engagement Score

Measure how effective email marketing campaigns are at engaging your audience.

Email Forwards

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

Email Marketing Statistics

Metrics to gain insight into your email marketing campaigns.

Email Subscribers

Track your email subscriptions and set the foundation for future growth.

Email Website Traffic Metrics

Increase your goal conversion rates with the right email website traffic data.

Unsubscribes

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

Social Media KPI Examples

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.

Facebook Ads: CPM and CPP

Track your Facebook Ads cost per impressions and cost per thousand to understand your ad performance and make smart, data-driven advertising decisions.

Facebook Ads Impressions and Reach

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

Facebook Ads Today's Summary

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

Facebook Page Demographics

Understand the the makeup of your audience.

Facebook Engagement

Are you connecting with your audience on Facebook? Track your Facebook engagement metrics on a dashboard to measure the impact of your brand messaging and value.