Digital Marketing KPI Examples - 12 Digital Marketing Metrics to Track (2023)

What are Digital Marketing KPIs?

Digital marketing KPIs are the most important metrics a digital marketing team will use to determine the success of their efforts towards achieving key marketing objectives.

A Digital Marketing KPI is a measurable value that indicates whether key business objectives are being achieved or not.

We've been compiling a whole bunch of KPI examples as part of our KPI examples mini-series. This post is a small supplement to that series, which provides 12 of the most common digital marketing KPIs, we also include a brief description of why you may want to use each.

Digital Marketing KPI Examples - 12 Digital Marketing Metrics to Track (1)

We suggest you pick at least 2 KPIs to track each of your key business objectives. We'll be covering lead-based KPIs, brand awareness KPIs, and also detailed KPIs for monitoring your website's performance.

We've also created a Free Digital Marketing Strategy Template for you to build your own KPIs and see how they fit into your overall strategic plan

Digital Marketing KPI Examples

Understanding your leads

These examples of KPIs are for helping you to understand the first part of any marketing cycle - your leads generated.

(Video) Digital Marketing Metrics & KPI's Explained (With Examples) 2022

No matter what type of marketing you're doing (inbound, outbound, brand awareness, etc) - ultimately it's about creating leads for your sales team to convert. This applies whether you're a retailer selling shoes or a SaaS company selling B2B.

Traffic

The most obvious example of traffic would be website traffic - but the same applies if you have a physical store-front too. How many people are walking past your store (or browsing your site) and therefore how many people have a chance to see your products and perhaps become leads.

This is usually measured by combining a volume measurement with a time period - so your KPI might be 'Website visitors per day'. If you're looking for an easy way of tracking your marketing progress on a daily basis, Dashboard software can be a great technology advantage.

Traffic to Lead Ratio

A logical extension of measuring traffic is to measure how much of that traffic actually converts into leads. You'll need to define what a 'lead' means to you - is it someone who subscribes to your content marketing blog, is it a free trial, or a conversation with a sales clerk? Typically you'd express this as a percentage such as '% of traffic which starts a free trial'.

Cost per Lead

Once you have traffic converting into leads, it's time to measure how much each of these leads is costing you (you'll then compare this number with one of your sales KPIs around value per sale).

Depending on how you source your traffic, this might be easy or hard - online platforms such as Google AdWords give you a clear cost per lead - whereas inbound marketing efforts through organic search are much harder to quantify.

Channel Mix

This is a bit of a cheat, as it's actually several KPIs merged into one. As you start to get an understanding of your cost per lead and value per sale, you'll almost certainly notice that the numbers differ depending on which channel the customer first found you in.

Inbound marketing sourced customers might be inexpensive but low value, whilst outbound customers might be expensive but make you great revenue. It's important to define a target channel mix and strive toward it, to avoid taking the easy or least expensive route, just because it's there.

For example, you might decide that you need to grow inbound sales by 10% or increase outbound by 30%.

(Video) KPIs for Digital Marketing | How to Evaluate Your Marketing Performance

Understanding your brand effectiveness

People often overlook the power of an effective brand in their marketing strategy - but this can make a huge difference not only to the success of your marketing but even in your costs.

A more powerful brand will likely drive a lower cost per lead with exactly the same marketing. Measuring brand effectiveness is tough and an imprecise science, view more example KPIs in our Free Digital Marketing Strategy Template but these KPIs are a great starting point:

Brand Recall

This becomes more important as your organization grows, and is a great way to track any 'halo' effect from your marketing efforts. Brand recall measures how many people remember and correctly identify your brand after having seen it somewhere.

In other words, how effective was/is your marketing at placing your brand at the forefront of your customers' minds. This is typically measured through a survey to people who have been exposed to your marketing efforts (such as attendees at a conference) - they're asked to identify your brand from a list of competing brands (who were not present) - the percentage that succeeds represents your brand recall (or awareness).

Digital Marketing KPI Examples - 12 Digital Marketing Metrics to Track (2)

Social Media Mentions

Social media is a huge part of most organization's marketing campaigns, and one of the best things that can happen is for people to start organically mentioning your brand or products on the likes of Facebook, Twitter, etc.

The more they mention you, the more traffic you'll attract and the more likely you are to be part of an ever-elusive viral marketing episode. This is typically measured as 'Mentions per week' or something similar. Just be careful - not all social mentions are positive!

Viral Coefficient

Whilst we're on the subject of viral, we should mention this awesome marketing KPI - which measures how good your customers are at helping you to reach more customers in turn.

The phrase viral is actually a little misleading, as you don't need to achieve a truly viral marketing campaign to be able to effectively measure this number. In essence, your viral coefficient is a ratio that describes how many total customers each new customer actually represents, when you factor in their potential to refer, share your content, etc.

(Video) How to Measure Digital Marketing Metrics and KPIs

To calculate it, you need a few numbers: ( 'no. of current users' x 'invitations sent by current users' x '% conversion rate' )no. of current users = Viral Coefficient.

Net Promoter Score (NPS)

You could certainly argue that your NPS isn't really a marketing KPI. Your NPS measures how likely your customers would be to refer a friend or colleague to your product.

However given existing customers are a crucial marketing channel for gaining new customers, we would be remiss to ignore it. NPS is calculated by asking customers on a scale of 1 to 10 how likely they would be to recommend your product. This is then converted to a scale between -100 and +100 to give your NPS. NPS is usually time-bound, so typically you would look at your NPS for the past 30 days, rather than the total from the beginning of time to ensure that the KPI remains relevant.

We measure our NPS score at Cascade using a system called Delighted and then synchronize the data back to one of our marketing dashboards built in the Cascade Strategy solution.

Understanding website performance

OK, so not everyone has a website, but I'm willing to bet that you do since you're here reading this, so let's dive into the best marketing KPIs and SEO strategies for tracking website performance.

We've covered some of this ground already in the 'Leads' section above. This expands on that with search engine optimization (SEO) based metrics, an integral aspect of digital marketing and important to align, act and adapt KPIs in the dynamic search engine environment.

Page Conversion Rate

When it comes to websites, everything is ultimately about conversions. Getting people to start a free trial, buy a product or whatever it is that you want them to do. You need to measure as a percentage, which of your landing pages is the most effective at getting people to complete that action.

Once you understand this, you can start to figure out why it's so effective, and how to repeat that success on other parts of your website. Page conversion would be measured using a percentage of the total visitors to the page that ultimately goes on to convert.

Time On Site

If people are spending just a few seconds on your site before clicking the back button and bouncing, it's likely that you're doing something wrong. They're certainly not converting if they end up heading back to the Google search results page within a few seconds of clicking on a link to your site.

(Video) Tracking Metrics for Digital Marketing KPIs

A good time on site will vary depending on the complexity of your product and the depth of your content. Making sure your content is filled with useful internal links is a great way to keep people engaged. You may also want to combine with KPI with a metric such as bounce rate.

Google Page Speed

Most of the other posts that I dug up in my research for this article skipped over this one, but it's becoming increasingly important in the world of the modern web. Speed. If your site is slow, or even if Google 'thinks' your site is slow - that's going to hurt not only your user experience (and likely screw up all the KPIs listed above) - but it's also going to down-weight you in Google's ranking algorithm.

Google hates 3 things in particular when it looks at websites and how to rank them - 1) Sites that lack mobile responsiveness 2) Sites which don't use 'HTTPS' (i.e. potentially insecure sites) and 3) Slow sites. You can use Google's free PageSpeed tool to get a score for your site. Work on speeding up your site and regularly monitoring that score over time.

New User to Returning User Ratio

Every visit to your site is not equal. When you start diving into your conversion rates, you'll likely notice that returning users (people who've been to your site before) have a much higher conversion rate than new users.

That's because they've made a conscious effort to return to your site and are clearly interested in what you're doing. Measuring and increasing this ratio is key to driving healthy site conversion rates.

Hopefully, you've found our examples of KPIs for marketing teams useful! Next up, we'll be taking a look at KPIs for HR teams.

If you're looking for a platform to help you create and track KPIs for your business, then look no further than our strategy execution platform Cascade!

Digital Marketing KPI Examples - 12 Digital Marketing Metrics to Track (3)

FAQs

What is an example of a KPI in digital marketing? ›

Marketing KPI (Key Performance Indicator) is a measurable value that marketers use to evaluate success across all marketing channels. Popular marketing KPIs include Cost Per Lead (CPL), Marketing Qualified Leads (MQL), Cost Per Acquisition (CPA), and Website Visits Per Marketing Channel.

What are the 4 basic metrics in digital marketing? ›

4 Digital Marketing Metrics Every CEO Should Pay Attention To
  • Metric #1 Conversion Rate.
  • Metric # 2 Cost-Per-Lead (CPL), Return On Ad Spend (ROAS), & Overall ROI.
  • Metric #3 Channel Growth.
  • Metric #4 SEO Rankings In Google.
  • Wrapping Up.
24 Jan 2017

What marketing KPIs should you be tracking? ›

Many marketers and business owners focus on the most popular marketing KPIs such as cost per lead, conversion rate, and traffic. These are all important KPIs to be tracked but to have a more successful marketing strategy, you should be tracking a lot more than that.

What is a KPI example in marketing? ›

Some of the most common examples of KPIs for marketing include: Number of new customers acquired. Customer lifetime value. Cost per customer/acquisition.

What is an example of a good KPI? ›

SMART KPI examples are KPIs such as “revenue per region per month” or “new customers per quarter”. Iterate and evolve. Over time, see how you or your audience are using the set of KPIs and if you find that certain ones aren't relevant, remove or replace them.

How do you create a KPI in digital marketing? ›

Find out what they measure and how to analyze and calculate them!
  1. Cost per lead. This metric shows the individual cost of each lead earned. ...
  2. Cost per conversion. ...
  3. Net promoter score. ...
  4. Monthly website traffic. ...
  5. Visits per channel. ...
  6. Average time on page. ...
  7. CTAs conversion rate. ...
  8. Traffic from organic search.
20 Apr 2020

What are the six types of marketing metrics? ›

Top marketing metrics by type
  • Conversion metrics. ...
  • ROAS (Return On Ad Spend) ...
  • Search traffic metrics. ...
  • Keyword rankings metrics. ...
  • Engagement metrics. ...
  • Conversions & clicks. ...
  • Open rate. ...
  • Click-through rate.
27 Oct 2022

What are the 4 main KPIs? ›

Anyway, the four KPIs that always come out of these workshops are:
  • Customer Satisfaction,
  • Internal Process Quality,
  • Employee Satisfaction, and.
  • Financial Performance Index.
25 Sept 2013

What are 7 key metrics that all digital marketers should measure? ›

7 digital marketing metrics every marketer should be measuring
  • Mobile traffic. Now more than ever, users spend a great deal of time on their mobile devices and phones. ...
  • Cost per lead. ...
  • Close ratio. ...
  • Channel-specific traffic. ...
  • Exit rate. ...
  • Conversion funnel rates. ...
  • Top landing pages. ...
  • Wrap up.
5 Apr 2019

How do you set KPIs for marketing? ›

How to set KPIs for marketing
  1. Pick the metrics that matter most. Your strategy will outline key goals, such as increasing organic search traffic or improving conversion rates from a landing page, and you need to pick metrics that match these goals. ...
  2. Look at historical data. ...
  3. Match it with your activity. ...
  4. Be realistic.
12 Aug 2022

How do you create a KPI? ›

7 Steps to Developing a KPI
  1. What is a Key Performance Indicator? “A KPI is something that can be counted and compared. ...
  2. Step 1: Create Objectives. As said before, KPIs require objectives. ...
  3. Step 2: Describe Results. ...
  4. Step 3: Identify KPIs. ...
  5. Step 4: Define Thresholds. ...
  6. Step 5: Measure. ...
  7. Step 6: Interpret Results.
18 Jan 2021

What are 9 KPIs? ›

Here are 9 KPIs that you can measure to better identify the financial health of your business.
...
Firstly, here are some KPIs a company owner will want to use to measure the overall financial health of the business.
  • Net profit. ...
  • Net profit margin. ...
  • Free cash flow. ...
  • The cash conversion cycle. ...
  • Quick ratio. ...
  • Gross margin ratio.
26 Oct 2020

What is a KPI checklist? ›

Key Performance Indicators are performance measurements that help you know if your business is reaching its goals and operating optimally. Use a KPI checklist to help you measure, detect and respond to dips in sales and margins and other strategic facets of your business.

What are 6 KPIs? ›

Here are six such key performance indicators that will ensure success in managing your project portfolio.
  • Customer satisfaction. Our service at the end of the day is to serve our customers and clients. ...
  • Productivity. ...
  • Cost efficiency. ...
  • Time. ...
  • Return on investment (ROI) ...
  • Alignment with goals of the organization.
11 Feb 2019

What are the 3 types of KPIs? ›

Types of KPIs include: Quantitative indicators that can be presented with a number. Qualitative indicators that can't be presented as a number. Leading indicators that can predict the outcome of a process.

What is a strong KPI? ›

A KPI should be simple, straightforward and easy to measure. Business analytics expert Jay Liebowitz says that an effective KPI is one that “prompts decisions, not additional questions.” For example, “How many customers did we add this quarter?” is clear and simple.

How do I hit my KPI? ›

Here's a process for setting actionable KPI targets:
  1. Review business objectives.
  2. Analyze your current performance.
  3. Set short and long term KPI targets.
  4. Review targets with your team.
  5. Review progress and readjust.
5 Jul 2017

What are the 7 marketing tools? ›

  • Marketing Analytics Tools. Marketing analytics tools are software programs or digital platforms that help marketers qualify their marketing campaigns' health. ...
  • Content Marketing Tools. ...
  • SEO Marketing Tools. ...
  • PPC Management Tools. ...
  • Email Marketing Tools. ...
  • Social Media Marketing Tools. ...
  • Marketing Automation Tools.
13 May 2021

What are the 7 M's in marketing? ›

Seven cyclical elements to a successful integrated marketing program are: mindset, measure, model, map, make, modify, and monetize.

What are the 7 standards of marketing? ›

These seven are: product, price, promotion, place, packaging, positioning and people. As products, markets, customers and needs change rapidly, you must continually revisit these seven Ps to make sure you're on track and achieving the maximum results possible for you in today's marketplace.

What are the 4 KPIs for social media? ›

That being said, there are four main areas your social media KPIs should be focusing on: engagement, reach, leads, and customers.

What are examples of metrics? ›

Examples of Metrics

Key financial statement metrics include sales, earnings before interest and tax (EBIT), net income, earnings per share, margins, efficiency ratios, liquidity ratios, leverage ratios, and rates of return. Each of these metrics provides a different insight into the operational efficiency of a company.

What is your KPI answer? ›

The definition of a KPI, or a key performance indicator, is “a measurable value used to evaluate how successful a person or organization is at reaching a target.” In businesses, key performance indicators can either be high-level or drill down to a specific department or individual.

Which KPI is most important? ›

The 5 Most Important Financial KPIs That Drive Business Strategy
  • Sales Growth Rate. Performance Indicators.
  • Revenue Concentration. Performance Indicators.
  • Net Profit Margin. Performance Indicators.
  • Accounts Receivable Turnover. Performance Indicators.
  • Working Capital.

What are KPI metrics? ›

What are KPIs? KPIs or Key Performance Indicators are the metrics by which you gauge business critical initiatives, objectives, or goals. The operative word in the phrase is “key,” meaning they have special or significant meaning. KPIs act as measurable benchmarks against defined goals.

What are the KPIs you use to track and measure the success of your digital marketing campaigns? ›

Top 10 digital marketing metrics and KPIs to track in 2022
  • Marketing Qualified Lead (MQL) to Sales Qualified Lead (SQL) Conversion Rate. ...
  • Customer Lifetime Value. ...
  • Customer Acquisition Cost. ...
  • Goal Completions. ...
  • Return on Ad Spend. ...
  • Impressions. ...
  • Click-through Rate. ...
  • Content Engagement.
18 Jan 2022

› marketing › marketing-key-pe... ›

In other words, I had to look for an indicator to see how the cooking process was coming along. Marketing is fairly similar. As a marketer, instead of a meat th...
Often misunderstood, Key Performance Indicators (KPI) are incredibly important to business development and management. Here's how 12 experts define KPIs.
Imagine this scenario: First thing tomorrow morning, your executive team calls you into an impromptu meeting, and asks for a report on your marketing efforts. W...

How do you create a KPI in digital marketing? ›

Find out what they measure and how to analyze and calculate them!
  1. Cost per lead. This metric shows the individual cost of each lead earned. ...
  2. Cost per conversion. ...
  3. Net promoter score. ...
  4. Monthly website traffic. ...
  5. Visits per channel. ...
  6. Average time on page. ...
  7. CTAs conversion rate. ...
  8. Traffic from organic search.
20 Apr 2020

What are the 4 main KPIs? ›

Anyway, the four KPIs that always come out of these workshops are:
  • Customer Satisfaction,
  • Internal Process Quality,
  • Employee Satisfaction, and.
  • Financial Performance Index.
25 Sept 2013

What are 7 key metrics that all digital marketers should measure? ›

7 digital marketing metrics every marketer should be measuring
  • Mobile traffic. Now more than ever, users spend a great deal of time on their mobile devices and phones. ...
  • Cost per lead. ...
  • Close ratio. ...
  • Channel-specific traffic. ...
  • Exit rate. ...
  • Conversion funnel rates. ...
  • Top landing pages. ...
  • Wrap up.
5 Apr 2019

How do I write my KPI? ›

How to write and develop key performance indicators
  1. Write a clear objective for each one.
  2. Share them with all stakeholders.
  3. Review them on a weekly or monthly basis.
  4. Make sure they are actionable.
  5. Evolve them to fit the changing needs of the business.
  6. Check to see that they are attainable (but add a stretch goal)

How do I set my own KPI? ›

Step 1: Get very clear about what a KPI or performance measure truly is, and isn't. Step 2: Evaluate your existing KPIs and performance measures to decide what to keep and what to cull. Step 3: Make sure your goals are measurable before you develop performance measures. Step 4: Don't use brainstorming to set KPIs!

What are 9 KPIs? ›

Here are 9 KPIs that you can measure to better identify the financial health of your business.
...
Firstly, here are some KPIs a company owner will want to use to measure the overall financial health of the business.
  • Net profit. ...
  • Net profit margin. ...
  • Free cash flow. ...
  • The cash conversion cycle. ...
  • Quick ratio. ...
  • Gross margin ratio.
26 Oct 2020

What is a KPI checklist? ›

Key Performance Indicators are performance measurements that help you know if your business is reaching its goals and operating optimally. Use a KPI checklist to help you measure, detect and respond to dips in sales and margins and other strategic facets of your business.

What are the 7 P's of digital marketing? ›

Initially 4, these elements were Product, Price, Place and Promotion, which were later expanded by including People, Packaging and Process. These are now considered to be the “7 P's” mix elements.

What are the six types of marketing metrics? ›

Top marketing metrics by type
  • Conversion metrics. ...
  • ROAS (Return On Ad Spend) ...
  • Search traffic metrics. ...
  • Keyword rankings metrics. ...
  • Engagement metrics. ...
  • Conversions & clicks. ...
  • Open rate. ...
  • Click-through rate.
27 Oct 2022

What are the two types of digital marketing KPIs? ›

Top Digital Marketing Metrics and KPIs

Leads. Page Views. Cost per Lead.

What are the 4 KPIs for social media? ›

That being said, there are four main areas your social media KPIs should be focusing on: engagement, reach, leads, and customers.

› Latest ›

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What is a Digital Marketing KPI? A key performance indicator (KPI) is a quantifiable measure, or metric, that you can use to gauge some ...
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