Marketing metrics & KPIs
Metrics & KPIs for modern marketers
Facebook Page Likes
Return On Ad Spend
5.7
vs. 5.4 last year
What are marketing metrics?
Marketing metrics are measurable values that show how well your marketing efforts are performing over a specific period of time.
They fall into two broad categories: metrics that affect overall business performance (like revenue growth) and metrics that reflect what's happening inside the marketing function itself (like form completions or lead volume). Both matter, and the best marketing teams track both.
A KPI is the goal post. Marketing activities are the players who score. If your team sets a target to increase web traffic by 50% in a quarter, the KPI defines what success looks like, and your campaigns, content, and channels are what get you there.
Social Media Metrics & KPIs
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 conversion to understand your ad performance and make smart, data-driven advertising decisions.
Facebook Ads Impressions and Reach
Understand the difference between impressions and reach — and what each one tells you about your Facebook Ads performance.
Facebook Ads Today's Summary
Drill down into today's campaign metrics and monitor your Facebook Ads objectives.
Facebook Page Demographics
Understand 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.
Facebook Likes
Measure the total number of Facebook accounts that like your Page, track growth momentum, and connect audience size to real business outcomes.
Facebook Page Likes
Understand the effectiveness of your company's Facebook Page.
Followers Growth
Track your follower growth against your goals on a social media dashboard
Instagram Followers
Track the total number of Instagram accounts following your profile and measure audience growth over time.
Key Social
How effective is your website at building an audience?
New Followers
How many social media followers are your campaigns attracting?
Social Events
Monitor interactions on your social channels to understand audience engagement and grow your reach.
Social Media Followers
Measure the total number of users following your accounts across social media platforms.
Social Interactions
Measure the engagement levels of your social media campaigns
Social Sentiment
A measure of the overall emotional tone of public conversations about your brand, drawn from social media posts, reviews, and comments.
Social Shares
Measure the total number of times your content has been shared across social media platforms.
Social Visits and Leads
The effectiveness of social campaigns at driving visitors and leads to your website.
Social Traffic and Conversions
Measure traffic and goal completions from social sources.
X (Twitter) Engagement
Understand which posts are most effective in your X (Twitter) campaigns.
X (Twitter) Followers
Understand the effectiveness of your company's presence on X (formerly Twitter).
YouTube Channel Subscribers
Measure the total number of YouTube accounts following your channel and receiving updates each time you post new content.
Facebook Engagement Rate
Facebook Engagement Rate measures the proportion of your audience that actively interacts with your content — likes, comments, shares, and reactions — relative to your total followers.
Post Engagement
Post Engagement measures how many people interact with a specific social media post through likes, comments, and shares, expressed as a percentage of your total followers.
Retweets
Retweets are X's built-in sharing feature, republishing a post to all of your followers and extending its reach beyond the original audience.
Social Media Mentions
Social media mentions are posts, tags, images, and comments that reference your brand on social platforms, created by users rather than your own team.
Digital Marketing Metrics & KPIs
Average Lead Score
Focus on your best leads. It starts with this metric.
Bounce Rate
The percentage of visitors who leave your website after viewing only one page.
Brand Awareness
How are people hearing about and talking about your brand online?
Click-Through Rate (CTR)
Click-Through Rate (CTR) is the percentage of people who click on a link after seeing it, across organic search, paid ads, and email campaigns.
Content Downloads
Track how your valuable content converts into tangible leads and audience engagement.
Cost per Action
Measure the total cost to drive one desired conversion.
Cost Per Lead
Measure the cost-effectiveness of your lead generation campaigns.
Customer Attrition
Measure the rate at which your company loses customers over a given period.
Customer Share by Category
Measure the percentage of your total customer base that falls within a defined segment, such as industry, region, or company size.
Dormancy Rate
Measure the percentage of customers who have stopped engaging with your product during a given 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 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 percentage of users who complete desired actions at each stage of your marketing or sales 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 percentage of leads that become paying customers.
Marketing Originated Customers
Measure the share of your total customer base that first entered your pipeline as a marketing lead.
Net Promoter Score (NPS)
Net Promoter Score (NPS) measures customer loyalty by asking how likely customers are to recommend your product or service to others. It is one of the most widely tracked customer metrics because it connects directly to referral-driven growth.
New Leads Generated
Measure the total number of new potential customers added to your pipeline during a defined reporting period.
Newsletter Signup Conversion Rate
Measure how many visitors come to your website and sign up for your newsletter, and learn what a healthy conversion rate looks like.
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 directed to your site from external sources.
Response Rate
Response Rate is the percentage of people who respond to a communication out of all those who received it. Track it to understand whether your outreach is prompting action and where to improve.
Return on Marketing Investment
Measure the ability of marketing campaigns to generate new revenue.
Returning Visitors
Track how often people return to your website and build a loyal audience.
Sessions by Device Type
See what devices your website traffic is using for the time period of your choice.
Total Visits
Measure the number of sessions to your website within a given time period.
Unique visitors
Measure the total number of unique individuals that view your website.
Web Traffic Concentration
Measure the share of your total site visitors landing on a single specific page, expressed as a percentage.
Web Traffic Sources
Understand which channels drive visitors to your website and how to evaluate the quality of each source.
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.
Ad Frequency
Ad Frequency is the average number of times a single user sees your ad over a set period. It tells you whether your campaign is landing or wearing out its welcome.
Ad Revenue
Ad revenue is income you earn by hosting advertisements for other businesses on your website, platform, or media property.
Ad Spend
Ad Spend is the total amount a business invests in advertising across all channels over a given period. Tracking it is the starting point for every meaningful advertising decision.
Average Session Duration
Average Session Duration is the average time users spend on your website or app during a single visit, calculated by dividing total session time by the number of sessions in a given period.
Average Session Duration vs. Average Time on Page
These metrics can provide insight into how long visitors are spending on a website and how engaged they are with the content.
Content Engagement
Content Engagement is the set of measurable interactions users have with your content, from clicks and comments to shares and subscriptions. These interactions are essential touchpoints that help users move through the buying journey and give you the data to understand what's working.
Cost Per Click (CPC)
Cost Per Click (CPC) measures how much you pay for each click on a paid ad — a core metric for evaluating the efficiency of digital advertising spend.
Ad Clicks vs Ad Impressions
Clicks count active interactions; impressions count how many times an ad was displayed. Knowing the difference helps you read your campaigns clearly and spend your budget where it moves the needle.
Marketing Qualified Lead (MQL)
A Marketing Qualified Lead (MQL) is a prospect who has shown enough genuine interest in your product or service to be worth sales attention, based on specific behavioural and demographic signals.
MQL to SQL Conversion Rate
MQL to SQL Conversion Rate measures the percentage of marketing-qualified leads that become sales-qualified leads, showing how effectively your pipeline converts interest into sales-ready opportunities.
SQL vs. MQL
Learn more about these two types of leads, how they differ, and how you can adapt to their unique needs.
Pages Per Session
Pages Per Session is the average number of web pages a visitor views in a single session on your site. It signals how well your content holds attention and whether visitors find enough value to keep exploring.
Reach vs. Impressions
Reach counts unique people who saw your content. Impressions count every display. Knowing which one to act on changes how you target, spend, and measure results.
Return On Ad Spend (ROAS)
Return On Ad Spend (ROAS) measures the revenue generated for every dollar spent on advertising. Calculate it by dividing ad revenue by ad spend to see whether your campaigns are paying off.
Search Impression Share
Search Impression Share measures the percentage of eligible ad impressions your campaign received versus the total it could have received, helping you understand how much of your available audience you're actually reaching.
Sessions vs. pageviews
Sessions and pageviews measure different things. Reading them together gives you a clearer picture of whether a problem is with attracting visitors or keeping them engaged once they arrive.
Video Completion Rate (VCR)
Video Completion Rate (VCR) is the percentage of viewers who watch a video ad from start to finish, and one of the clearest signals of whether your video content is actually holding attention.
Engagement Rate
Video Engagement Rate measures how actively viewers interact with your content, expressed as a percentage of total views, reach, or impressions that result in a meaningful action.
View Through Rate (VTR)
View Through Rate (VTR) measures how many viewers watch a skippable video ad from start to finish, expressed as a percentage of total impressions.
Sessions
Sessions track every period of user activity on your site or app, from arrival to exit, so you can see who's showing up, what they're doing, and whether your digital presence is working.
Cost Per Thousand (CPM)
CPM is the cost of serving your ad to 1,000 people — the standard unit for comparing advertising costs across platforms and channels.
Ad Impression
An Ad Impression is counted each time an advertisement appears on a user's screen, regardless of whether the user clicks or interacts with it. Impressions are the foundation of reach, pricing, and campaign performance in digital advertising.
Average Time on Page
Average Time on Page measures how long visitors spend on a specific page before navigating away. Track it to understand content quality, campaign performance, and where engagement breaks down.
Ad Click
An ad click is a user interaction that occurs when someone clicks on a digital advertisement, directing them to a destination chosen by the advertiser.
Media Impressions
A media impression counts how many times your content is displayed to an audience. It's a core digital marketing metric for measuring campaign reach and visibility.
SEO Metrics & KPIs
Average Time to New Content
Average Time to New Content measures how many days pass between consecutive published content pieces, showing how consistently your team produces new material.
SEO Click-Through Rate
Measure how often your search listings generate clicks.
Content Backlog
Measure the total number of content pieces that are finished or in progress but not yet published.
Domain Authority
Determine the effectiveness of your link-building efforts by measuring the "trust" factor of your domain.
Keyword Opportunity
Analyze how you can improve your search rankings.
Landing Page Performance Optimization
Track Landing Page Conversion Rate and its key drivers to turn more visitors into leads, trials, or customers. Includes formulas, benchmarks, and tips for monitoring performance in a Klips dashboard.
Link Building
How many links are directing users to or through your website?
Organic Search Traffic
Understand what organic search traffic is, why it matters, and how to grow it with proven SEO tactics.
Pageviews
Your guide to understanding one of the most fundamental web traffic metrics.
SEO Keyword Ranking
Measure and analyze your keyword rankings to drive search traffic to your website.
SEO Traffic
How many visitors are reaching your website through organic and paid search?
Top Viewed Posts
Measure and monitor which pieces of content pull the most viewers, so you can act on what's working and stop guessing at what's not.
Email Marketing Metrics & KPIs
Email Marketing Engagement Score
Measure how effective email marketing campaigns are at engaging your audience.
Email Forwards
Measure how many times recipients share your email with others, a direct signal that your content delivered enough value to pass along.
Email marketing statistics
Metrics to gain insight into your email marketing campaigns.
Email Subscribers
Track your email list growth, health, and engagement to understand what your content is earning.
Email Website Traffic Metrics
Increase your goal conversion rates with the right email website traffic data.
Unsubscribes
Unsubscribes measure the number of recipients who opt out of your email list, showing whether your content, cadence, and audience fit are working.
Click Rate vs Click-Through Rate
Click Rate and Click-Through Rate measure different things in email marketing. Tracking both tells you exactly where your campaigns are winning or losing.
Click-Through Rate vs. Click-To-Open Rate
Click-Through Rate and Click-To-Open Rate measure different things. Understanding both helps you diagnose what's working in your email campaigns and where to improve.
Click-to-Open Rate (CTOR)
Click-to-Open Rate (CTOR) measures the percentage of people who opened your email and then clicked a link inside it. It tells you whether your email content is working, not just your subject line.
Email Bounce Rate
Email Bounce Rate is the percentage of emails that fail to reach recipients' inboxes. Learn how to calculate it, what causes a high rate, and how to reduce it.
Email Click Through Rate (CTR)
Email Click Through Rate measures the percentage of email recipients who clicked on a link inside your email. It tells you whether your audience is engaging with your content, not just opening it.
Unique Clicks
Unique Clicks counts the number of individual subscribers who clicked at least one link in your email campaign or marketing message, with each person counted once no matter how many times they clicked.
Unsubscribe Rate
Unsubscribe Rate is the percentage of email subscribers who opt out after receiving a campaign. Track it to keep your list healthy, protect your sender reputation, and catch content or frequency problems early.
Hard vs Soft Email Bounces
When an email fails to reach its destination, it bounces. Understanding the difference between hard and soft bounces helps you protect your sender reputation and keep your list clean.
Marketing Dashboard Examples
- Marketing
Email Marketing Dashboard
Take a data-driven approach to your email marketing campaigns.
- Marketing
Web Analytics Dashboard
A web analytics dashboard tracks website performance metrics to provide insights needed to optimize site performance, improve engagement, and identify online trends in real time.
- Marketing
Digital Marketing Dashboard
Reach your target audience by tracking top digital marketing metrics that measure your success.
- Marketing
Digital Advertising Dashboard
Your command centre for digital advertising success.
- Marketing
CMO Dashboard
Your marketing command centre for real-time insights.
- Marketing
Marketing Performance Dashboard
Your marketing ROI, in real-time.
- Marketing
Lead Generation Dashboard
Track the metrics that matter and turn insights into action.
- Marketing
Content Marketing Dashboard
The ultimate guide to measuring your content's performance and proving its ROI.
- Marketing
SEO Analytics Dashboard
Track keyword rankings, organic traffic, and backlinks in one place to measure and improve your SEO performance.
Why marketing metrics matter for decision-makers
Most marketing teams are not short on data. They're short on clarity.
Pasting numbers into a spreadsheet or asking a generic AI tool to interpret your results gives you output, not direction. The metrics that actually help you make decisions are the ones you can trust, track consistently, and share with confidence across your team.
When your marketing numbers live in one place, updated automatically, and presented clearly, you stop waiting for someone to pull a report. You know what's working, what isn't, and where to focus next.
Key marketing metrics and KPIs for every modern marketing team
Once you've defined your goals, the next step is choosing the metrics that tell you whether you're hitting them. Metrics show the effectiveness of your campaigns, channels, and spend, not just activity levels.
Whether you're tracking digital marketing performance, SEO progress, or social media growth, the right metrics keep your team aligned and your strategy grounded in real data. Putting those metrics on a marketing dashboard makes them easy to monitor, share, and act on without anyone having to chase down a number.
Top marketing metrics and KPI examples
The following metrics cover the areas most marketing teams are accountable for, from lead generation and conversion to customer value and brand health.
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Marketing Qualified Leads (MQL): Leads that meet your criteria for marketing readiness, a signal that your top-of-funnel efforts are attracting the right audience.
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Sales Qualified Leads (SQL): Leads that sales has accepted and is actively pursuing. The MQL-to-SQL ratio tells you how well marketing and sales are aligned.
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Conversion Rate: The percentage of visitors or leads who take a desired action. A low Conversion Rate points to friction in your funnel, not just low traffic.
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Cost per Lead: What you spend to acquire each new lead. Track this by channel to see where your budget is working hardest.
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Customer Acquisition Cost (CAC): The total cost to acquire a new customer, including marketing and sales spend. Compare Customer Acquisition Cost against Customer Lifetime Value to assess long-term profitability.
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Customer Lifetime Value (CLV): The total revenue a customer generates over their relationship with you. A rising CLV means your retention and expansion efforts are paying off.
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Return on Marketing Investment: Revenue generated relative to marketing spend. This is the number that answers whether your campaigns are worth running.
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Marketing ROI: Similar to Return on Marketing Investment, but often calculated at the campaign or channel level to guide budget allocation decisions.
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Engagement Rate: How actively your audience interacts with your content, whether through clicks, shares, comments, or time on page. High engagement signals relevance.
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Brand Awareness: Typically measured through surveys, share of voice, or direct traffic trends. It tells you how recognizable your brand is in your market.
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Customer Retention: The percentage of customers who stay with you over a given period. Retention is often cheaper to improve than acquisition, and it shows up directly in revenue.
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Net Promoter Score (NPS): A measure of how likely customers are to recommend you. Net Promoter Score connects marketing outcomes to real customer sentiment.
Create custom dashboards for you and your team.
Get started with KlipsHow to track marketing KPIs effectively
Choosing the right metrics is only half the work. The other half is making sure those numbers are reliable, current, and visible to the people who need them.
A few principles that hold up in practice:
- Track fewer metrics more deeply. A short list of metrics you trust beats a long list no one acts on.
- Segment by channel. Aggregate numbers hide what's working. Break Cost per Lead, Conversion Rate, and ROI down by source.
- Set a review cadence. Weekly for campaign metrics, monthly for pipeline and retention, quarterly for CLV and brand health.
- Make the numbers visible. If your team has to ask for a report, the numbers aren't doing their job.
A marketing dashboard that pulls your data automatically and updates on a set schedule means your team is always working from the same version of the truth, without manual effort or guesswork.