What are marketing metrics?
Marketing metrics are measurable values 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 metrics that you will use to track your performance. 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 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 metrics and KPIs on a marketing dashboard for quick analysis and easy sharing for your team.
Top 12 Examples of 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
- Net Promoter Score (NPS)
- Marketing ROI
Digital Marketing Metrics & KPIs
Ad Click
Media Impressions
Ad Frequency
Ad frequency refers to how many times an advertisement gets shown to a single user over time.
Ad Revenue
Ad revenue is income you earn specifically from placing advertisements for products or services on behalf of others.
Ad Spend
Ad spend, or advertising spend, refers to the amount of money that a business invests in advertising to promote its products or services.
Average Session Duration
Average Session Duration is the average time users spend on your website or app during a single visit, calculated by dividing total session time by the number of sessions in a given period.
Avg. Session Duration vs. Avg. Time On Page
These metrics can provide insight into how long visitors are spending on a website and how engaged they are with the content.
Web Traffic Concentration
Measure the ratio of site visitors on a specific page, in comparison to total site visitors.
Web Traffic Sources
Understand which channels drive visitors to your website and how to evaluate the quality of each source.
Website Traffic Lead Ratio
Measure how many of your website visitors convert to leads.
Unique visitors
Measure the total number of unique individuals that view your website.
Net Promoter Score (NPS)
NPS is a management tool that can be used to gauge the loyalty of a firm's customer relationships. It serves as a measure of how willing customers are to recommend a company's products or services to others.
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.
End Action Rate
Measure how effective marketing campaigns are by monitoring the last action taken by your audience.
External Website Links
Improve your website rankings and traffic by monitoring external links
First Visit
Understand how people are finding your website and how engaged they are on their first visit.
Funnel Conversion Rate
Measure the percentage of users who complete desired actions at each stage of your marketing or sales funnel.
Goal Completion Rate
Measure how effective your campaigns are at prompting your audience to complete a goal.
Incremental Sales
Demonstrate how your marketing campaigns are resulting in increased sales revenue.
Keyword Performance
Measure keyword rankings to understand how effective your SEO efforts are at driving traffic to your website.
Lead Conversion Rate
Measure the percentage of leads that become paying customers.
Marketing Originated Customers
Measure the total share of all customers that come directly from marketing efforts.
Customer Lifetime Value
Measure the total revenue your business can expect from a customer over the entire length of your relationship with them.
New Leads Generated
Measure the number of new leads that have been added to your system during a specified time period.
Newsletter Signup Conversion Rate
Measure how many users visit your website and signup for your newsletter.
Online Conversions
How well does your online audience convert into paying customers?
Pageviews per Session
Measure the average number of pages a user views during a single session.
Referral Traffic
Measure the volume of traffic directed to your site from external sources.
Response Rate
Measure the total number of customers who respond back to your company’s communication efforts.
Return on Marketing Investment
Measure the ability of marketing campaigns to generate new revenue.
Returning Visitors
Track how often people return to your website and build a loyal audience.
Sessions by Device Type
See what devices your website traffic is using for the time period of your choice.
Total Visits
Measure the number of sessions to your website within a given time period.
Purchase Funnel
Understand your customer acquisition process from awareness to purchase.
Average Lead Score
Focus on your best leads. It starts with this metric.
Bounce Rate
The percentage of visitors who leave your website after viewing only one page.
Brand Awareness
How are people hearing about and talking about your brand online?
Click Through Rate
Measure how often your site on an SERP prompts users to click and navigate to your page.
Content Downloads
Track how your valuable content converts into tangible leads and audience engagement.
Cost per Action
Measure the total cost to drive one desired conversion.
Cost Per Lead
Measure the cost-effectiveness of your lead generation campaigns.
Customer Attrition
Measure the rate at which your company loses customers over time.
Search Impression Share
Impression share is an advertising metric that helps you understand how well your ads perform versus other advertisements in the same area.
Sessions Vs. Pageviews
Both sessions and pageviews are important metrics to track as they provide valuable information.
Pages Per Session
Views per session is defined as the number of web pages the user views.
Reach vs. Impressions
Reach counts unique people who saw your content. Impressions count every display. Knowing which one to act on changes how you target, spend, and measure results.
Return On Ad Spend (ROAS)
ROAS is a formula that calculates the value of ads based on the revenue generated from them in comparison to the amount of money spent.
Content Engagement
Content engagement refers to a set of interactions with your content. These interactions are essential touchpoints that help users progress along their buying journey.
Cost Per Click (CPC)
Cost Per Click (CPC) measures how much you pay for each click on a paid ad — a core metric for evaluating the efficiency of digital advertising spend.
Video Completion Rate (VCR)
Video Completion Rate (VCR) represents the percentage of people who watch your video ads to their completion.
Engagement Rate
Engagement rate suggests the degree to which audiences have directly engaged with the video.
View Through Rate (VTR)
View-through rate is a metric that calculates how many people watch a skippable ad through to the end.
Sessions
It’s a metric that allows you to learn more about your potential clients, customers, and consumers.
Cost Per Thousand (CPM)
CPM is the cost of serving your ad to 1,000 people — the standard unit for comparing advertising costs across platforms and channels.
Ad Impression
Average Time on Page
Ad Clicks vs Ad Impressions
Knowing the difference between the ad clicks and ad impressions is vital in gauging potential customer interaction and level of motivation.
Marketing Qualified Lead (MQL)
MQL to SQL Conversion Rate
This metric provides valuable insights for boosting revenue and customer acquisition.
SQL vs. MQL
Learn more about these two types of leads, how they differ, and how you can adapt to their unique needs.
Email Marketing Metrics & KPIs
Hard vs Soft Email Bounces
Email Bounce Rate
Email Click Through Rate (CTR)
Your click-through rate speaks to how many recipients of your email clicked on the link embedded in your email, in other words, how many people engaged with your content.
Email Forwards
Measure the number of times a piece of content was forwarded to another contact by one of your viewers.
Email marketing statistics
Metrics to gain insight into your email marketing campaigns.
Email Subscribers
Track your email list growth, health, and engagement to understand what your content is earning.
Email Website Traffic Metrics
Increase your goal conversion rates with the right email website traffic data.
Unsubscribes
Measure the number of users who have previously subscribed to your site and no longer wish to subscribe.
Email Marketing Engagement Score
Measure how effective email marketing campaigns are at engaging your audience.
Click Rate vs Click-Through Rate
Businesses that regularly monitor click rate and click-through rate are more agile and responsive to shifts in audience behavior.
Click-Through Rate vs. Click-To-Open Rate
When you evaluate click-through rate vs. click-to-open, consider how both metrics tell you a lot about your customer’s interests and the effectiveness of your marketing campaign.
Click-to-Open Rate (CTOR)
Click-to-Open rate (CTOR) represents the percentage of people who opened your emails and clicked the link within the email.
Unique Clicks
A unique click is a valuable metric that displays the number of subscribers who have clicked on a link in your email campaign or any other marketing message.
Unsubscribe Rate
The unsubscribe rate is one of the most important metrics to track if you're sending out emails because it can keep your emails relevant and not upset too many consumers.
Social Media Metrics & KPIs
Social Shares
Measure the amount of times your content has been shared on social media platforms.
Facebook Likes
Measure the total number of Facebook users that like your company page.
Facebook Page Likes
Understand the effectiveness of your company’s Facebook page.
People Talking About This on Facebook
Understand how people are engaging with your page.
Followers Growth KPI
Track your follower growth against your goals on a social media dashboard
Instagram Followers
Track the total number of Instagram accounts following your profile and measure audience growth over time.
Key Social
How effective is your website at building an audience?
New Followers
How many social media followers are your campaigns attracting?
Social Events
Monitor interactions on your social channels to understand audience engagement and grow your reach.
Social Media Followers
Measure the total number of users following your accounts across social media platforms.
Social Interactions
Measure the engagement levels of your social media campaigns
Social Sentiment
Brand Perceptions and Brand Equity.
Facebook Engagement
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 Visits and Leads
The effectiveness of social campaigns at driving visitors and leads to your website.
Social Traffic and Conversions
Measure traffic and goal completions from social sources.
Twitter Engagement
Understand which tweets are most effective in your campaigns.
Twitter Followers
Understand the effectiveness of your company’s Twitter page.
YouTube Channel Subscribers
Measure the number of YouTube accounts are following your posts and are receiving your channel updates.
Facebook Page Demographics
Understand the the makeup of your audience.
Facebook Ads Today's Summary
Drill down into today's campaign metrics and monitor your Facebook Ads objectives.
Facebook Ads Impressions and Reach
Understand the difference between impressions and reach — and what each one tells you about your Facebook Ads performance.
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.
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 Mentions
Social media mentions are a category of content created to discuss your brand, services, or products.
Post Engagement
Post engagement is how people who follow you or view your content digest it.
Retweets
Retweeting exposes the original poster's account and tweet to all of the retweeter's followers.
Facebook Engagement Rate
Facebook Engagement Rate measures the proportion of your audience that actively interacts with your content — likes, comments, shares, and reactions — relative to your total followers.
Marketing Dashboard Examples
- Marketing
Digital Marketing Dashboard
Reach your target audience by tracking top digital marketing metrics that measure your success.
- Marketing
Web Analytics Dashboard
A web analytics dashboard tracks website performance metrics to provide insights needed to optimize site performance, improve engagement, and identify online trends in real time.
- Marketing
SEO Analytics Dashboard
Track keyword rankings, organic traffic, and backlinks in one place to measure and improve your SEO performance.
- Marketing
Lead Generation Dashboard
Track the metrics that matter and turn insights into action.
- Marketing
Content Marketing Dashboard
The ultimate guide to measuring your content's performance and proving its ROI.
- Marketing
Digital Advertising Dashboard
Your command centre for digital advertising success.
- Marketing
CMO Dashboard
Your marketing command centre for real-time insights.
- Marketing
Marketing Performance Dashboard
Your marketing ROI, in real-time.
- Marketing
Ecommerce Dashboard
The ultimate guide to monitoring the metrics that matter for your online store.
