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
Measure the number of visitors that arrive at your site and leave without navigating to any other page on your site.
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.
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.
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.
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
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.
Demonstrate how your marketing campaigns are resulting in increased sales revenue.
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.
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.
Measure the volume of traffic that are directed to your site from outside sources.
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.
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.
Measure the amount of users that have visited your site or page.
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.
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.
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.
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.
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.
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.
Measure the total number of Facebook users that like your company page.
Facebook Page Like
Understand the effectiveness of your company’s Facebook page.
People Talking About This on Facebook
Understand how people are engaging with your page.
Followers Growth KPI
Track your follower growth against your goals on a social media dashboard
Measure the amount of Instagram users are following your account.
How effective is your website at building an audience?
How many social media followers are your campaigns attracting?
Monitor events on your social stream to nurture engagement and grow your audience.
Measure the total number of users that are following your account on social media platforms.
Measure the engagement levels of your social media campaigns
Brand Perceptions and Brand Equity.
Measure the amount of times your content has been shared on social media platforms.
Social Visits and Leads
The effectiveness of social campaigns at driving visitors and leads to your website.
Social Traffic and Conversions
The effectiveness of social media campaigns at generating website traffic and goal conversions.
Understand which tweets are most effective in your campaigns.
Understand the effectiveness of your company’s Twitter page.
YouTube Channel Subscribers
Measure the number of YouTube accounts are following your posts and are receiving your channel updates.
Start tracking your metrics
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