Marketing Metrics and KPIs

Key marketing metrics every business should measure

Introduction to Marketing Key Performance Indicators

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.

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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:

All Marketing KPIs

Digital Marketing KPI | Returning Visit Metric

Returning Visit Metric

How effective is your website at building an audience? This digital marketing metric tracks effectiveness of your content marketing efforts.

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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. The First Visit Metric helps marketers identify which traffic sources are driving the most visits and leads.

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Digital Marketing KPI | Brand Awareness

Brand Awareness Metric

Track how people are hearing about your brand on social media and search engines. This digital marketing KPI is designed track changes in online brand awareness.

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Digital Marketing KPI | Return on Marketing Investment

Return on Marketing Investment

Measure the ability of marketing campaigns to generate new revenue.

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Digital Marketing KPI | Incremental Sales KPI

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.

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Digital Marketing KPI | Web Traffic Sources Metrics

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.

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Digital Marketing KPI | Purchase Funnel

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.

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Digital Marketing KPI |  Newsletter Signup Conversion Rate

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.

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Digital Marketing KPI |  Website Traffic Lead Ratio

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.

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Digital Marketing KPI | Sessions by Device Type

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.

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Digital Marketing KPI | Online Conversions Metric

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.

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Digital Marketing KPI | Average Lead Score

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.

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Digital Marketing KPI |  External Links

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.

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Digital Marketing KPI | Net Promoter Score

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.

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Digital Marketing KPI |  Keyword Performance

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.

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Digital Marketing KPI |  End Action Rate

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.

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Digital Marketing KPI |  Cost per Lead

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.

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Digital Marketing KPI | Goal Completion Rate KPI

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.

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Social Media Metric | Twitter Engagement Metrics

Twitter Engagement Metrics

Use your Twitter engagement metrics to determine the effectiveness of your tweets and social media strategy.

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Social Media Metric  | Twitter Followers Metric

Twitter Followers Metric

Use your Twitter followers metric to gain better insight on the effectiveness of your company's Twitter page.

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Social Media Metric | Facebook Page Like Metric

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.

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Social Media Metric | Facebook People Talking About This Metric

Facebook People Talking About This Metric

Get an in-depth understanding of how people are engaging with your page.

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Social Media KPI Metric | Facebook Engagement Metrics

Facebook Engagement Metrics

Measure the effectiveness of your Facebook campaigns with user engagement metrics.

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Social Media Metric | Key Social Metrics

Key Social Metrics

Measure the impact of your social media efforts on other marketing channels, such as your website or on conversion ratios.

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Social Media KPI | Social Followers vs Target

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.

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Social Media KPI | Social Events

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.

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Social Media KPI | Social Traffic and Conversions

Social Traffic and Conversions

Measures the effectiveness of your social media campaigns at generating site traffic and increasing conversion rates.

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Marketing Metric | Social Sentiment

Social Sentiment

An aggregate measure of social perceptions, moods and attitudes that can be attributed to a particular brand or idea.

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Social Media KPI | Social Visits and Leads

Social Visits and Leads

Measure how effective social campaigns are at driving visitors and leads to your website.

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Social Media KPI | New Followers

New Followers

Measures the number of new followers you've gained on a specific social platform over a given period of time.

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Social Media KPI | Facebook Page Demographics

Facebook Page Demographics

Measures and analyzes information about your Facebook followers to help you understand the make-up of your audience.

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Marketing KPI | Social Interactions Metrics

Social Interactions

Measure the engagement levels of your social media campaigns

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SEO KPI Examples | Keyword Opportunity

Keyword Opportunity

Analyzes the possibility for improvement for search rankings by comparing current rankings to Google's estimated search traffic volume and competition rating.

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SEO KPI Examples | Keyword Click-Through Rate

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.

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SEO KPI Examples | Search Traffic Performance

Search Traffic Performance

Measures the number of visits to your website that are the result of organic or paid search traffic.

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SEO KPI Examples | Keyword Ranking

Keyword Ranking

Measures your ranking on targeted keywords and analyzes changes in ranking over time as well as which URL is ranked for that keyword.

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SEO KPI Examples | Domain Authority

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.

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Marketing KPI Examples | Email Marketing Engagement Score

Email Marketing Engagement Score

Measure how effective campaigns are at generating actions and interactions with your target audience.

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Get your free guide!

Ready to start tracking your key marketing metrics? Get the 101 on KPIs in the Marketer's Guide to KPIs