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
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
View All35+ digital marketing metrics to add to your marketing dashboard
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.
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.
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.
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.
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
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.
Goal Completion Rate
Measure how effective your campaigns are at prompting your audience to complete a goal.
SEO Marketing Metrics
View All12 SEO marketing metrics to add to your marketing dashboard
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.
Top Viewed Posts
Measure and monitors which pieces of content pull the most viewers.
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.
Social Media Marketing Metrics
View All20+ social media marketing metrics to add to your marketing dashboard
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?
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.
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 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
View AllTop email marketing marketings to add to your marketing dashboard
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.