Marketing Metrics & KPIs
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. Use these marketing metrics and KPIs to set up marketing dashboards for your team.
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.
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?
Learn more about Returning Visitor Metric
First Visit Metric
Understand how people are finding your website and how engaged they are on their first visit.
Learn more about First Visit Metric
Brand Awareness Metric
Track how people are hearing about your brand on social media and search engines.
Learn more about Brand Awareness Metric
Return on Marketing Investment (ROI)
Measure the ability of marketing campaigns to generate new revenue.
Learn more about Return on Marketing Investment (ROI)
Incremental Sales
Demonstrate how your marketing campaigns are resulting in increased sales revenue.
Learn more about Incremental Sales
Web Traffic Sources
Understand which traffic sources are driving visitors to your website.
Learn more about Web Traffic Sources
Purchase Funnel
Understand your customer acquisition process from awareness to purchase.
Learn more about Purchase Funnel
Total Visits
Measure the amount of users that have visited your site or page.
Learn more about Total Visits
Customer Attrition
Measure the rate at which your company loses customers over time.
Learn more about Customer Attrition
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.
Learn more about Customer Lifetime Value (LTV)
Lifetime Value: Customer Acquisition Cost (LTV:CAC)
Measure the relationship between the lifetime value of a customer and the cost of acquiring that customer.
Learn more about Lifetime Value: Customer Acquisition Cost (LTV:CAC)
Customer Acquisition Cost (CAC)
Measure to total amount of capital it costs to gain a new customer.
Learn more about Customer Acquisition Cost (CAC)
Click Through Rate (CTR)
Measure how often your site on an SERP prompts users to click and navigate to your page.
Learn more about Click Through Rate (CTR)
Response Rate
Measure the total number of customers who respond back to your company’s communication efforts.
Learn more about Response Rate
Funnel Conversion Rate
Measure the rate of which leads move through the marketing funnel.
Learn more about Funnel Conversion Rate
Marketing Originated Customers
Measure the total share of all customers that come directly from marketing efforts.
Learn more about Marketing Originated Customers
Average Time on Page
Measure the duration of time a viewer spends on a page.
Learn more about Average Time on Page
Content Downloads
Measure the total number of pieces of content that have been downloaded.
Learn more about Content Downloads
Unique Visitors
Measure the total number of unique individuals that view your website.
Learn more about Unique Visitors
Pageviews per Session
Measure the average number of pages a user views during a single session.
Learn more about Pageviews per Session
Cost per Action (CPA)
Measure the amount of money put towards driving conversions.
Learn more about Cost per Action (CPA)
Customer Share by Category
Measure the number of customers that come from a specified category, such as Region, Industry, or Company Size.
Learn more about Customer Share by Category
Dormancy Rate
Measure the number of customers that are not using your product in a given time period.
Learn more about Dormancy Rate
New Leads Generated
Measure the number of new leads that have been added to your system during a specified time period.
Learn more about New Leads Generated
Referral Traffic
Measure the volume of traffic that are directed to your site from outside sources.
Learn more about Referral Traffic
Web Traffic Concentration
Measure the ratio of site visitors on a specific page, in comparison to total site visitors.
Learn more about Web Traffic Concentration
Bounce Rate
Measure the number of visitors that arrive at your site and leave without navigating to any other page on your site.
Learn more about Bounce Rate
Lead Conversion Rate
Measure the amount of leads that are converted into sales.
Learn more about Lead Conversion Rate
Newsletter Signup Conversion Rate
Measure how many users visit your website and signup for your newsletter.
Learn more about Newsletter Signup Conversion Rate
Website Traffic Lead Ratio
Measure how many of your website visitors convert to leads.
Learn more about Website Traffic Lead Ratio
Sessions by Device Type
See what devices your website traffic is using for the time period of your choice.
Learn more about Sessions by Device Type
Online Conversions Metric
How well does your online audience convert into paying customers?
Learn more about Online Conversions Metric
Average Lead Score
Measure the Quality of Marketing and Sales Leads
Learn more about Average Lead Score
External Website Links
Improve Your Website Rankings and Traffic Volume by Monitoring External Links
Learn more about External Website Links
Keyword Performance
Measure keyword rankings to understand how effective your SEO efforts are at driving traffic to your website.
Learn more about Keyword Performance
End Action Rate
Measure how effective marketing campaigns are by monitoring the last action taken by your audience.
Learn more about End Action Rate
Goal Completion Rate
Measure how effective your campaigns are at prompting your audience to complete a goal.
Learn more about Goal Completion RateSEO Marketing Metrics
Keyword Opportunity
Analyze how you can improve your search rankings.
Learn more about Keyword Opportunity
Keyword Click-Through Rate
Measure how often your search listings generate clicks.
Learn more about Keyword Click-Through Rate
SEO Traffic
How many customers are visiting your website from organic and paid search traffic?
Learn more about SEO Traffic
Pageviews
Measure the total number of views a particular page has received.
Learn more about Pageviews
Content Backlog
Measure the total amount of content pieces that are waiting to be pushed live.
Learn more about Content Backlog
Average Time to New Content
Measure the duration of time between the latest published piece of content and publishing a new piece.
Learn more about Average Time to New Content
Top Viewed Posts
Measure and monitors which pieces of content pull the most viewers.
Learn more about Top Viewed Posts
Landing Page Performance Optimization
Optimize your landing pages to increase conversion rate, and decrease bounce rate.
Learn more about Landing Page Performance Optimization
Organic Search Traffic for SEO Optimization
Make sure you are getting a steady stream of unique visitors from organic search.
Learn more about Organic Search Traffic for SEO Optimization
Link Building Metrics
How many links are directing users to or through your website?
Learn more about Link Building Metrics
SEO Keyword Ranking
Measure and analyze your keyword rankings to drive search traffic to your website.
Learn more about SEO Keyword Ranking
Domain Authority
Determine the effectiveness of your link-building efforts by measuring the “trust” factor of your domain.
Learn more about Domain Authority
Social Media Marketing Metrics
Twitter Engagement Metrics
Understand which tweets are most effective in your campaigns.
Learn more about Twitter Engagement Metrics
Twitter Followers Metric
Understand the effectiveness of your company’s Twitter page.
Learn more about Twitter Followers Metric
Facebook Page Like Metric
Understand the effectiveness of your company’s Facebook page.
Learn more about Facebook Page Like Metric
People Talking About This on Facebook Metric
Understand how people are engaging with your page.
Learn more about People Talking About This on Facebook Metric
Facebook Engagement Metrics
Understand which posts are most effective in your campaigns.
Learn more about Facebook Engagement Metrics
Key Social Metrics
How effective is your website at building an audience?
Learn more about Key Social Metrics
Social Events
Monitor events on your social stream to nurture engagement and grow your audience.
Learn more about Social Events
Social Traffic and Conversions
The effectiveness of social media campaigns at generating website traffic and goal conversions.
Learn more about Social Traffic and Conversions
Social Shares
Measure the amount of times your content has been shared on social media platforms.
Learn more about Social Shares
Social Followers
Measure the total number of users that are following your account on social media platforms.
Learn more about Social Followers
YouTube Channel Subscribers
Measure the number of YouTube accounts are following your posts and are receiving your channel updates.
Learn more about YouTube Channel Subscribers
Instagram Followers
Measure the amount of Instagram users are following your account.
Learn more about Instagram Followers
Facebook Likes
Measure the total number of Facebook users that like your company page.
Learn more about Facebook Likes
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.
Learn more about Facebook Ads Campaign Performance
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.
Learn more about Facebook Ads CPM and CPP (last 7 days)
Facebook Ads Impressions and Reach (last 7 days)
Compare your Facebook Ads impressions with reach over the past 7 days.
Learn more about Facebook Ads Impressions and Reach (last 7 days)
Facebook Ads Today's Summary
Drill down into today's campaign metrics and monitor your Facebook Ads objectives.
Learn more about Facebook Ads Today's Summary
Social Visits and Leads
The effectiveness of social campaigns at driving visitors and leads to your website.
Learn more about Social Visits and Leads
New Followers
How many social media followers are your campaigns attracting?
Learn more about New Followers
Facebook Page Demographics
Understand the the makeup of your audience.
Learn more about Facebook Page Demographics
Social Interactions
Measure the engagement levels of your social media campaigns
Learn more about Social InteractionsEmail Marketing Metrics
Email Forwards
Measure the number of times a piece of content was forwarded on to another contact form one of your viewers.
Learn more about Email Forwards
Unsubscribes
Measure the number of users who have previously subscribed to your site and no longer wish to subscribe.
Learn more about Unsubscribes
Email Marketing Statistics
Metrics to gain insight into your email marketing campaigns.
Learn more about Email Marketing Statistics
Email Website Traffic Metrics
Increase your goal conversion rates with the right email website traffic data.
Learn more about Email Website Traffic Metrics
Email Subscribers Metrics
Track your email subscriptions and set the foundation for future growth.
Learn more about Email Subscribers Metrics
Email Marketing Engagement Score
Measure how effective email marketing campaigns are at engaging your audience.
Learn more about Email Marketing Engagement ScoreMust 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