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Marketing KPIs – which ones are you tracking?

There are hundreds of KPI that can help marketers determine whether they’re meeting their goals or falling short. Here is a sampling of marketing, customer, and financial KPIs that many of EMARI’s clients use:

Marketing

  • Cost per acquisition
  • Market share
  • Brand equity
  • Cost per lead
  • Conversion rate
  • Click through rate
  • Page views
  • Bounce rate
  • Share of voice (SOV)
  • Online share of voice (OSOV)

Email

  • Open rate
  • Conversion rate
  • Opt-out rate
  • Amount of Subscribers
  • Churn rate
  • Click-through rate
  • Delivery rate

SEO

  • Sales
  • Leads
  • Conversion rate
  • Visits
  • Time on site
  • Time on page
  • Landing pages
  • Keyword rankings
  • Page views
  • Bounce rate
  • Indexed pages
  • Increase in non-branded search traffic
  • Increase in branded search traffic
  • Referring websites aka backlinks
  • Domain authority
  • Page authority

Pay per click

  • Cost per click
  • Click-through rate
  • Ad position
  • Conversions
  • Conversion rate
  • Cost per conversion
  • Cost per sale (CPS)
  • Return on ad spend (ROAS)
  • Wasted spend
  • Impressions
  • Quality score
  • Total spend

Social media

  • Amplification rate
  • Applause rate
  • Followers and fans (i.e., Facebook, Twitter, Pinterest)
  • Conversion rate
  • Landing page conversion rate
  • Return on engagement (ROE)
  • Post reach

E-commerce

  • Annual sales
  • Hourly, daily, weekly, monthly, quarterly sales
  • Sales growth
  • New customer vs. returning customer sales
  • Conversion rate
  • Website traffic
  • Click-through rate
  • Bounce rate
  • Average order value
  • Shopping cart abandonment rate
  • Checkout abandonment rate
  • Average margin
  • Cost of goods sold
  • Product affinity (different products purchased at the same time)
  • Product relationship
  • Inventory levels
  • Competitive pricing

Miscellaneous

  • Site traffic
  • Texting subscribers
  • Chat sessions
  • Affiliate performance rates
  • Product reviews

General website analytics

  • Website traffic
  • Unique visitors
  • New vs. returning visitors
  • Time on site
  • Average time on page
  • Bounce rate
  • Exit rate
  • Page views
  • Page views per visit
  • Traffic sources
  • Geographic trends
  • Mobile visitors
  • Desktop visitors
  • Visits per channel

Customers

  • Net Promoter Score
  • Customer retention rate
  • Customer lifetime value
  • Customer turnover rate

Financial performance

  • Gross profit
  • Gross profit margin
  • Net profit
  • Net profit margin
  • Operating profit margin
  • EBITDA
  • Return on assets (ROA)
  • Working capital ratio

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