70+ Marketing Metrics Every Marketer Needs To Know

Key marketing metrics every marketer should measure

Marketing Metrics 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.

Best Marketing Metrics

The top metrics for modern marketing teams:

Marketing Qualified Leads (MQL)
Sales Qualified Leads (SQL)
Funnel Conversion Rates
Brand awareness
Customer engagement
Marketing spend per customer
Return on marketing investment
Lifetime value of a customer (LTV)
Customer acquisition cost (CAC)
Customer retention

Scroll down further to get inspiration of other top marketing metrics you and your team can consider to start tracking.

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Types of Marketing Metrics

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. 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

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

Track how people are hearing about your brand on social media and search engines.

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.

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.

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.

Customer Acquisition Cost (CAC)

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

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.

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.

Average Time on Page

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

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

Net Promoter Score

Measure Customer Satisfaction and Loyalty

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.

Cost Per Lead

Measure the cost-effectiveness of marketing campaigns.

Goal Completion Rate

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

SEO Marketing Metrics

Keyword Opportunity

Analyze how you can improve your search rankings.

Keyword Click-Through Rate

Measure how often your search listings generate clicks.

SEO Traffic

How many customers are visiting your website from organic and paid search traffic?

Pageviews

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

Content Backlog

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

Average Time to New Content

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

Landing Page Performance Optimization

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

Organic Search Traffic for SEO Optimization

Make sure you are getting a steady stream of unique visitors from organic search.

Link Building Metrics

How many links are directing users to or through your website?

SEO Keyword Ranking

Measure and analyze your keyword rankings to drive search traffic to your website.

Domain Authority

Determine the effectiveness of your link-building efforts by measuring the “trust” factor of your domain.

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Social Media Marketing Metrics

Twitter Engagement Metrics

Understand which tweets are most effective in your campaigns.

Twitter Followers Metric

Understand the effectiveness of your company’s Twitter page.

Facebook Page Like Metric

Understand the effectiveness of your company’s Facebook page.

People Talking About This on Facebook Metric

Understand how people are engaging with your page.

Facebook Engagement Metrics

Understand which posts are most effective in your campaigns.

Key Social Metrics

How effective is your website at building an audience?

Followers Growth KPI

Social Followers vs Target

Social Events

Monitor events on your social stream to nurture engagement and grow your audience.

Social Traffic and Conversions

The effectiveness of social media campaigns at generating website traffic and goal conversions.

Social Shares

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

Social Followers

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

YouTube Channel Subscribers

Measure the number of YouTube accounts are following your posts and are receiving your channel updates.

Instagram Followers

Measure the amount of Instagram users are following your account.

Facebook Likes

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

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.

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.

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.

Facebook Ads Today's Summary

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

Social Sentiment

Brand Perceptions and Brand Equity.

Social Visits and Leads

The effectiveness of social campaigns at driving visitors and leads to your website.

New Followers

How many social media followers are your campaigns attracting?

Facebook Page Demographics

Understand the the makeup of your audience.

Social Interactions

Measure the engagement levels of your social media campaigns

Email Marketing Metrics

Email Forwards

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

Unsubscribes

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

Email Marketing Statistics

Metrics to gain insight into your email marketing campaigns.

Email Website Traffic Metrics

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

Email Subscribers Metrics

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

Email Marketing Engagement Score

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

Must Have Marketing Metrics

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:

Digital Marketing Metrics: 8 must-have metrics for your first digital marketing dashboard
Social Media Metrics: 12 must-have metrics for your social media dashboard
Email Marketing Metrics: 6 must-have email marketing metrics for your dashboard