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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

At EMARI we have mapped our KPIs to each stage of the buyer journey from Awareness to Buying to Brand Ambassador. We have also mapped the buyer mindset, task owner at each stage, sales stage, relationship, operations, enablement and readiness, relevant employee advocacy tasks, exit criteria, stage gate, % confidence in conversion, competitor consideration activities, content needed for each stage and tools, guides and additional resources you can pull in to help accomplish each stage.

If you would like to discuss this in more detail please contact emma@emari.co.uk or call 0330 11 88 012

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