Marketing Metrics and KPIs
Key marketing metrics every business should measure
What are key performance indicators in marketing?
Marketing Metrics and Key Performance Indicators (KPIs) 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.
Guide to Marketing KPIs & Metrics
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Types of Marketing Metrics and KPIs
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 and KPIs. 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 and KPIs
SEO Metrics and KPIs
Social Media Metrics and KPIs
Email Marketing Metrics and KPIs
Must Have Marketing KPIs
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:
- Marketing Metrics and KPIs: Marketer’s guide to KPIs
- Digital Marketing Metrics and KPIs: 8 must-have metrics for your first digital marketing dashboard
- Social Media Metrics and KPIs: 12 must-have metrics for your social media dashboard
- Email Marketing Metrics and KPIs: 6 must-have email marketing metrics for your dashboard
All Marketing KPIs
Returning Visitor Metric
How effective is your website at building an audience? This digital marketing metric tracks effectiveness of your content marketing efforts.
First Visit Metric
Understand how people are finding your website and how engaged they are on their first visit. The First Visit Metric helps marketers identify which traffic sources are driving the most visits and leads.
Brand Awareness Metric
Track how people are hearing about your brand on social media and search engines. This digital marketing KPI is designed to track changes in online brand awareness.
Return on Marketing Investment
Measure the ability of marketing campaigns to generate new revenue.
Incremental Sales
Measures how effective your marketing campaigns are at generating increased revenue and sales. This marketing KPI highlights the importance of the relationship between marketing and sales for your organization.
Web Traffic Sources
Measure where your website traffic comes from and provides a comparison of major traffic sources such as Search, Direct, and Referral. This metric gives marketers insight on how to better invest in site content, advertising, or other ways of driving website visits.
Purchase Funnel
Measures and analyzes how your audience moves through a campaign from one step to the next. It explores how your customers come to discover your product or brand by analyzing conversion rates from each stage of the funnel.
Newsletter Signup Conversion Rate
Measures how many users visit your website and signup for your newsletter. This metric is instrumental in measuring your ability to convert website visitors into known leads.
Website Traffic Lead Ratio
Measure how many of your website visitors convert to leads. The website traffic to lead ratio informs digital marketers on the quality of traffic they are driving to their website.
Sessions by Device Type
How your customers and prospects are searching for an accessing your website can greatly influence how you design your web pages.
Online Conversions Metric
Examines how effective you are at converting your online audience traffic into paying customers. This digital marketing KPI is perfect for monitoring conversion rates and keeping your marketing goals in sight.
Average Lead Score
Measures the quality of an inbound lead based on predetermined criteria and targets.Lead score takes into account lead behaviour, activity, and demographics.
External Website Links
Measures the number of external links to a website. External links to your website increase your SEO; this is incredibly important for any company which relies on inbound traffic to generate business.
Net Promoter Score
A measure of a customer base’s willingness to promote a product or service to colleagues and friends. Consumers are most influenced by their peer group so having a high net promoter score is an essential marketing objective.
Keyword Performance
Measures the performance of SEO campaigns using a variety of criteria such as goal completion rate, click through rate and keyword ranking. Keyword rankings are a leading indicator for organic search traffic.
End Action Rate
Measures the last action your audience takes as a result of participating in one of your marketing campaigns. The metric provides digital marketers actionable data about campaign performance.
Cost Per Lead
Measure the effectiveness of marketing campaigns at generating leads for each dollar spent on that campaign. The focus of this KPI is to provide your team with a value so they can determine the ROI of digital advertising campaigns and other lead generation efforts.
Goal Completion Rate
Measure the success of campaigns or websites at reaching a target audience and prompting them to complete a positive action. This metric can be paired with website traffic lead ratio to dive deeper into the quality of leads coming to your website.
Twitter Engagement Metrics
Use your Twitter engagement metrics to determine the effectiveness of your tweets and social media strategy.
Twitter Followers Metric
Use your Twitter followers metric to gain better insight on the effectiveness of your company's Twitter page.
Facebook Page Like Metric
With the Facebook page like metric, you can get an in-depth understanding of how your company's Facebook page is engaging visitors.
Facebook People Talking About This Metric
Get an in-depth understanding of how people are engaging with your page.
Facebook Engagement Metrics
Measure the effectiveness of your Facebook campaigns with user engagement metrics.
Key Social Metrics
Measure the impact of your social media efforts on other marketing channels, such as your website or on conversion ratios.
Followers Growth KPI
Measures the number of new followers you've gained on a specific platform over a set period of time and compares that to a predetermined target.
Social Events
Monitors key events on each of your social channels such as likes, reposts, and mentions, and assigns them a weight according to their significance.
Social Traffic and Conversions
Measures the effectiveness of your social media campaigns at generating site traffic and increasing conversion rates.
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 (last 7 days)
Compare cost per impressions and cost per 1000 people reached over the past 7 days from your Facebook Ads.
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
An aggregate measure of social perceptions, moods and attitudes that can be attributed to a particular brand or idea.
Social Visits and Leads
Measure how effective social campaigns are at driving visitors and leads to your website.
New Followers
Measures the number of new followers you've gained on a specific social platform over a given period of time.
Facebook Page Demographics
Measures and analyzes information about your Facebook followers to help you understand the make-up of your audience.
Keyword Opportunity
Analyze the possibility for improvement for search rankings by comparing current rankings to Google's estimated search traffic volume and competition rating.
Keyword Click-Through Rate
Measures how often your listing on the SERP (Search Engine Results Page) generates a "click" versus the number of people performing a given search.
SEO Traffic
SEO traffic measures the number of visits to your website from organic or paid search traffic.
Landing Page Performance Optimization
Optimize your landing pages to increase conversion rate, and decrease bounce rate.
SEO Visibility
Compare this week's SEO visibility to the previous week and discover the trend.
Organic Search Traffic
The organic search traffic metric makes sure you are getting a steady stream of unique visitors from organic search.
Link Building Metrics
Link building is the process of acquiring hyperlinks from other websites to your own.
SEO Keyword Ranking
The keyword ranking metric measures your SEO keyword ranking on targeted keywords and analyzes changes in ranking over time as well as which URL is ranked for that keyword.
Domain Authority
Measures the "trust" factor related to your website based on the number of backlinks to your domain to assess the effectiveness of link-building efforts.
Email Marketing Statistics
Email marketing statistics give marketers insight into how their current campaigns are performing and how they can improve the ROI on other campaigns.
Email Website Traffic Metrics
Email marketing is one of the top performing marketing tools for digital marketers, bringing in qualified leads and significant ROMI.
Email Subscribers Metrics
Track your email subscriptions and get insight into the data you need to know.
Email Marketing Engagement Score
Measure how effective campaigns are at generating actions and interactions with your target audience.
Guide to Marketing KPIs & Metrics
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