Marketing Metrics & KPIs

Metrics & KPIs for modern marketers

KPI Examples - Marketing

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.

Marketing Metrics and KPI examples

Marketing teams run campaigns across multiple channels: from social media, to email marketing, to lead generation, your digital marketing strategy will set out a number of activities to achieve your goals. With a number of channels being used, it’s important for marketing teams to track your performance in real-time with the right marketing metrics.

How do you choose the right marketing metrics?

Choosing the right marketing metrics includes considering the channel you are using and who will be looking at the data to make business decisions. The metrics you choose will vary for different marketing roles, too. An SEO specialist might want to track organic web traffic, where a social media marketer might want to track ad clicks and impressions. Executives will want to see an overview of the metrics and performance for every marketing channel, and managers will want to dive a little deeper to understand performance on a day-to-day scale.

Digital Marketing Metrics

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35+ digital marketing metrics to add to your marketing dashboard

Digital Marketing KPI | Returning Visitor Metric

Returning Visitor Metric

How effective is your website at building an audience?

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.

Digital Marketing KPI | Brand Awareness

Brand Awareness Metric

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

Tracking Marketing Return on Investment

Return on Marketing Investment (ROI)

Measure the ability of marketing campaigns to generate new revenue.

Digital Marketing KPI | Incremental Sales KPI

Incremental Sales

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

Digital Marketing KPI | Web Traffic Sources Metrics

Web Traffic Sources

Understand which traffic sources are driving visitors to your website.

Digital Marketing KPI | Purchase Funnel

Purchase Funnel

Understand your customer acquisition process from awareness to purchase.

Digital Marketing KPI | Total Visits

Total Visits

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

Digital Marketing KPI | Customer Attrition

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.

Digital Marketing KPI | Customer Acquisition Cost (CAC)

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.

Digital Marketing KPI | Response Rate

Response Rate

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

Digital Marketing KPI | Funnel Conversion Rate

Funnel Conversion Rate

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

Digital Marketing KPI | Marketing Originated Customers

Marketing Originated Customers

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

Digital Marketing KPI | Content Downloads

Content Downloads

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

Digital Marketing KPI | Unique Visitors

Unique Visitors

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

Digital Marketing KPI | Pageviews per Session

Pageviews per Session

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

Digital Marketing KPI | Cost per Action

Cost per Action (CPA)

Measure the amount of money put towards driving conversions.

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.

Digital Marketing KPI | Dormancy Rate

Dormancy Rate

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

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.

Digital Marketing KPI | Referral Traffic

Referral Traffic

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

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.

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.

Digital Marketing KPI |  Lead Conversion Rate

Lead Conversion Rate

Measure the amount of leads that are converted into sales.

Digital Marketing KPI |  Newsletter Signup Conversion Rate

Newsletter Signup Conversion Rate

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

Digital Marketing KPI |  Website Traffic Lead Ratio

Website Traffic Lead Ratio

Measure how many of your website visitors convert to leads.

Digital Marketing KPI | Sessions by Device Type

Sessions by Device Type

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

Digital Marketing KPI | Online Conversions Metric

Online Conversions Metric

How well does your online audience convert into paying customers?

Digital Marketing KPI | Average Lead Score

Average Lead Score

Measure the Quality of Marketing and Sales Leads

Digital Marketing KPI |  External Links

External Website Links

Improve Your Website Rankings and Traffic Volume by Monitoring External Links

Digital Marketing KPI | Net Promoter Score

Net Promoter Score

Measure Customer Satisfaction and Loyalty

Digital Marketing KPI |  Keyword Performance

Keyword Performance

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

Digital Marketing KPI |  End Action Rate

End Action Rate

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

Digital Marketing KPI |  Cost per Lead

Cost Per Lead

Measure the cost-effectiveness of marketing campaigns.

Digital Marketing KPI | Goal Completion Rate KPI

Goal Completion Rate

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

SEO Marketing Metrics

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12 SEO marketing metrics to add to your marketing dashboard

SEO KPI Examples | Keyword Opportunity

Keyword Opportunity

Analyze how you can improve your search rankings.

SEO KPI Examples | Keyword Click-Through Rate

Keyword Click-Through Rate

Measure how often your search listings generate clicks.

SEO KPI Examples | SEO Traffic

SEO Traffic

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

SEO KPI Examples | Pageviews


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

SEO KPI Examples | Content Backlog

Content Backlog

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

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.

SEO KPI Examples | Top Viewed Posts

Top Viewed Posts

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

SEO KPI Examples | Landing Page Performance Optimization

Landing Page Performance Optimization

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

SEO Organic Search Traffic

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 | SEO Metrics and KPIs

SEO Keyword Ranking

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

SEO KPI Examples | Domain Authority

Domain Authority

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

Social Media Marketing Metrics

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20+ social media marketing metrics to add to your marketing dashboard

Social Media Metric | Twitter Engagement Metrics

Twitter Engagement Metrics

Understand which tweets are most effective in your campaigns.

Social Media Metric  | Twitter Followers Metric

Twitter Followers Metric

Understand the effectiveness of your company’s Twitter page.

Social Media Metric | Facebook Page Like Metric

Facebook Page Like Metric

Understand the effectiveness of your company’s Facebook page.

Social Media Metric | People Talking About This on Facebook Metric

People Talking About This on Facebook Metric

Understand how people are engaging with your page.

KPI Facebook Engagement Metrics | Page Impressions

Facebook Engagement Metrics

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.

Social Media Metric | Key Social Metrics

Key Social Metrics

How effective is your website at building an audience?

Social Media KPI | Social Followers vs Target

Followers Growth KPI

Track your follower growth against your goals on a social media dashboard

Social Media KPI | Social Events

Social Events

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

Social Media KPI | Social Traffic and Conversions

Social Traffic and Conversions

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

Social Media Metric | Social Shares

Social Shares

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

Social Media Metric | Social Followers

Social Followers

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

Social Media Metric | YouTube Channel Subscribers

YouTube Channel Subscribers

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

Social Media Metric | Instagram Followers

Instagram Followers

Measure the amount of Instagram users are following your account.

Social Media Metric | Facebook Likes

Facebook Likes

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

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.

Social Media KPI | Facebook Ads CPM and CPP

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.

Social Media KPI Metric | Facebook Ads Impressions and Reach

Facebook Ads Impressions and Reach

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

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.

Marketing Metric | Social Sentiment

Social Sentiment

Brand Perceptions and Brand Equity.

Social Media KPI | Social Visits and Leads

Social Visits and Leads

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

Social Media KPI | New Followers

New Followers

How many social media followers are your campaigns attracting?

Social Media KPI | Facebook Page Demographics

Facebook Page Demographics

Understand the the makeup of your audience.

Marketing KPI | Social Interactions Metrics

Social Interactions

Measure the engagement levels of your social media campaigns

Email Marketing Metrics

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Top email marketing marketings to add to your marketing dashboard

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.

Email Marketing KPI Examples | Unsubscribes


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

Email Marketing Statistics Dashboard

Email Marketing Statistics

Metrics to gain insight into your email marketing campaigns.

Email Website Traffic Dashboard

Email Website Traffic Metrics

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

Email Subscribers Dashboard

Email Subscribers Metrics

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

Marketing KPI Examples | Email Marketing Engagement Score

Email Marketing Engagement Score

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

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