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For every marketing leader, it is crucial to understand the pulse of the team’s lead generation efforts. The most effective way to do this? By measuring the right set of Marketing Metrics & KPIs. By tracking key metrics, the marketing team can always stay on top of what is working and what is not, and use it to make accurate decisions.
When it comes to measuring marketing metrics, it is important to get a holistic view of every marketing effort that is rolled out within the company - whether it is writing blogs and measuring their impact, or understanding the ROI on your email marketing campaigns, or track your growth in social media channels, you always need to get complete and end-to-end visibility of your marketing activities. To make sure you don’t miss out on any important metrics or KPIs, we have segmented them into different types based on different channels
Operational metrics are the most important marketing metrics that every marketer should be on top of - these are the numbers that provide the big picture on where the company is headed and what needs to be the focus of the marketing team going forward.
Traffic:Leads Ratio is the percentage of website visitors who convert to leads.
Lifetime Value or Customer Lifetime Value is average deal value you are likely to earn from any customer during the time they are using your product.
A Marketing Qualified Lead (MQL) is a lead that is more likely to become a customer compared to other leads.
Conversion rate is the percentage of free trial users who ultimately become your paid customers.
Number of users who have signed up for your free trial for any given time period.
When you're in the business of selling something, getting a sales-qualified lead (SQL) is like hitting the jackpot. Familiarize yourself with the concept
Customer churn is the percentage of customers that stop using your company's product or service during a certain time frame.
Time to Payback CAC is the number of months it takes for you to earn back the money you spent on a customer in terms of revenue.
Customer Acquisition Cost (CAC) is the total money you spend on sales and marketing efforts to acquire a new customer.
Content Engine Metrics are KPIs purely tied to your content marketing efforts - this includes tracking your blog performance, lead magnets, content calendars etc
Domain Authority (DA) is a search engine ranking score developed by Moz that predicts how likely a website is to rank on search engine result pages (SERPs)
Scroll depth or Page depth measures how much of your post a user is reading by tracking how they’ve scrolled on the page.
Most visited Pages refers to the top pages on your site that gets most visits in a given time period.
Social Sharing refers to the number of blog readers who end up sharing the article to their friends and followers through different social media platforms.
Subscribers Rate refers to the number of website visitors who subscribe to your blog.
Monthly blog traffic refers to the total number of users who visit your blog for any given month.
Content Downloads refer to the number of users who download your marketing collateral such as eBooks or other lead magnets.
Content Pipeline refers to the time it takes between publishing new content on your website.
Backlinks are links that are redirected to your website from other websites on the internet as a reference source to the content on their website.
Search engine results pages (SERPs) are the holy grail of web search and there are several factors that go into how well your page ranks in Google's SERPs
Website Analytics metrics are KPIs around the website that gives a complete overview of how the website is performing, whether it is optimised for traffic etc.
Page load speeds refer to the time it takes to load and display the entire content of a web page for the website visitors.
Time on Page refers to how many minutes (or) seconds visitors spend on an average on your page before exiting.
New vs. Old visitors is a metric that tells you how the number of new users compare against recurring visitors on your site at any given time period.
Website Demographics refers to the breakdown of website visitors to your site by region.
Website Traffic is the most basic and important KPI for a company - it tells how many users visit your website at any given time period.
Sessions by Device Type refers to the breakdown of website visitors based on their device type.
A goal conversion occurs when a visitor completes a specific goal set for your website like making a purchase or signing up for your blog etc.
The bounce rate is the percentage of your website visitors who exit right after viewing just a single page.
Average Session Duration tells you how long users typically stay on your site. Google Analytics calculates sessions by breaking down into 30 minute windows
Outbound metrics are a set of marketing metrics around your outreach efforts - this includes email marketing, social media, and paid campaigns.
Email Marketing Metrics help you track and measure the performance of your email campaigns - email marketing metrics include cold email outreach, newsletter campaigns for your blog subscribers, special promotions etc.
CTR refers to the percentage of users who click on a link or CTA in your email.
Reply Rates refer to the number of recipients who show an interest in your product by replying positively to your email.
Email deliverability rates is the percentage of emails that successfully lands in your subscribers’ inboxes.
List growth rate refers to the percentage growth of new subscribers to your email list over a period of time.
Multiple opens refer to the same recipient opening your email multiple times. It helps you identify the most engaging website visitors.
Campaign ROI refers to the total revenue you generate from your email marketing campaign.
Email Unsubscribes refer to the number of subscribers who ‘unsubscribe’ from your emails.
Social Media metrics help you track and measure the performance of your company’s performance on social media including LinkedIn, Facebook, Twitter, Instagram etc
Paid Marketing metrics help you track and measure the performance of your paid campaigns - this includes Google ads, Facebook ads, LinkedIn ads, Instagram ads etc.
Quality Score is a rating given by Google for the quality and relevance of both your keywords and PPC ads.
View-through conversions refer to people who saw your ad but do not click. However, they end up visiting your site at a later time.
Cost-per-click refers to the exact money spent on advertising to generate a single click.
Click-through-rates for social media refers to the number of followers who click a link on your social post that takes them to your website or blog
Average Position metric tells advertisers which position in the search results their ad is shown in most of the time.
Operational metrics are the most important marketing metrics that every marketer should be on top of - these are the numbers that provide the big picture on where the company is headed and what needs to be the focus of the marketing team going forward.
Traffic:Leads Ratio is the percentage of website visitors who convert to leads.
Lifetime Value or Customer Lifetime Value is average deal value you are likely to earn from any customer during the time they are using your product.
A Marketing Qualified Lead (MQL) is a lead that is more likely to become a customer compared to other leads.
Conversion rate is the percentage of free trial users who ultimately become your paid customers.
Number of users who have signed up for your free trial for any given time period.
When you're in the business of selling something, getting a sales-qualified lead (SQL) is like hitting the jackpot. Familiarize yourself with the concept
Customer churn is the percentage of customers that stop using your company's product or service during a certain time frame.
Time to Payback CAC is the number of months it takes for you to earn back the money you spent on a customer in terms of revenue.
Customer Acquisition Cost (CAC) is the total money you spend on sales and marketing efforts to acquire a new customer.
Content Engine Metrics are KPIs purely tied to your content marketing efforts - this includes tracking your blog performance, lead magnets, content calendars etc
Domain Authority (DA) is a search engine ranking score developed by Moz that predicts how likely a website is to rank on search engine result pages (SERPs)
Scroll depth or Page depth measures how much of your post a user is reading by tracking how they’ve scrolled on the page.
Most visited Pages refers to the top pages on your site that gets most visits in a given time period.
Social Sharing refers to the number of blog readers who end up sharing the article to their friends and followers through different social media platforms.
Subscribers Rate refers to the number of website visitors who subscribe to your blog.
Monthly blog traffic refers to the total number of users who visit your blog for any given month.
Content Downloads refer to the number of users who download your marketing collateral such as eBooks or other lead magnets.
Content Pipeline refers to the time it takes between publishing new content on your website.
Backlinks are links that are redirected to your website from other websites on the internet as a reference source to the content on their website.
Search engine results pages (SERPs) are the holy grail of web search and there are several factors that go into how well your page ranks in Google's SERPs
Website Analytics metrics are KPIs around the website that gives a complete overview of how the website is performing, whether it is optimised for traffic etc.
Page load speeds refer to the time it takes to load and display the entire content of a web page for the website visitors.
Time on Page refers to how many minutes (or) seconds visitors spend on an average on your page before exiting.
New vs. Old visitors is a metric that tells you how the number of new users compare against recurring visitors on your site at any given time period.
Website Demographics refers to the breakdown of website visitors to your site by region.
Website Traffic is the most basic and important KPI for a company - it tells how many users visit your website at any given time period.
Sessions by Device Type refers to the breakdown of website visitors based on their device type.
A goal conversion occurs when a visitor completes a specific goal set for your website like making a purchase or signing up for your blog etc.
The bounce rate is the percentage of your website visitors who exit right after viewing just a single page.
Average Session Duration tells you how long users typically stay on your site. Google Analytics calculates sessions by breaking down into 30 minute windows
Outbound metrics are a set of marketing metrics around your outreach efforts - this includes email marketing, social media, and paid campaigns.
Email Marketing Metrics help you track and measure the performance of your email campaigns - email marketing metrics include cold email outreach, newsletter campaigns for your blog subscribers, special promotions etc.
CTR refers to the percentage of users who click on a link or CTA in your email.
Reply Rates refer to the number of recipients who show an interest in your product by replying positively to your email.
Email deliverability rates is the percentage of emails that successfully lands in your subscribers’ inboxes.
List growth rate refers to the percentage growth of new subscribers to your email list over a period of time.
Multiple opens refer to the same recipient opening your email multiple times. It helps you identify the most engaging website visitors.
Campaign ROI refers to the total revenue you generate from your email marketing campaign.
Email Unsubscribes refer to the number of subscribers who ‘unsubscribe’ from your emails.
Social Media metrics help you track and measure the performance of your company’s performance on social media including LinkedIn, Facebook, Twitter, Instagram etc
Paid Marketing metrics help you track and measure the performance of your paid campaigns - this includes Google ads, Facebook ads, LinkedIn ads, Instagram ads etc.
Quality Score is a rating given by Google for the quality and relevance of both your keywords and PPC ads.
View-through conversions refer to people who saw your ad but do not click. However, they end up visiting your site at a later time.
Cost-per-click refers to the exact money spent on advertising to generate a single click.
Click-through-rates for social media refers to the number of followers who click a link on your social post that takes them to your website or blog
Average Position metric tells advertisers which position in the search results their ad is shown in most of the time.
