-
What is marketing metrics?
- quantifiable variable that can be measured to track performance
- in other words, measurable values used by marketing teams to demonstrate the effectiveness of campaigns
-
they help understand how marketing is impacting the organization
-
Examples of marketing metrics
-
General marketing metrics
- brand awareness
- customer lifetime value
- Lifetime Value: Customer Acquisition Cost (LTV:CAC)
- customer acquisition cost (CAC)
- return on investment
- incremental sales
- conversion rate
- leads generated
- customer share (by category)
- market share
- lead score
- net promoter score
- marketing originated customers
-
dormancy rate
- number of customers that are not using your product in a given time
- Net promoter score
- customer satisfaction and loyalty
- End action rate
- last action taken by your audience
-
Website and blogging metrics
- referral traffic
- organic traffic
- total visits
- customer attrition/churn
- first visit
- returning visits
- traffic sources
- click-through rate
- time on page
- bounce rate
- downloads
- pageviews per session
- unique visitors
- sessions by device type
- pageviews
- top pages
-
SEO metrics
- keyword rankings
- keyword opportunity
- keyword CTR
- search traffic
- SERP visibility
- total backlinks
- domain authority
- page authority
- page load speed
- organic click through rate
- average time on page
- external website links
- keyword performance
- Content backlog
- amount of content pieces that are waiting to be pushed live
- top viewed posts
-
Social media marketing metrics
- likes
- comments
- shares
- engagement rate
- follower growth rate
- new followers
- social media traffic
- social media conversions
- page demographics
- social sentiment
-
Email marketing metrics
- newsletter signups
- traffic
- subscribers
- engagement
- opens
- clicks
- bounce rate
- forwards
- response rate
- unsubscribers
-
PPC metrics
- CPC
- CTR
- quality score
- impression share
- total conversion value
- return on Ad spend (ROAS)
- call tracking
- cost per action (CPA)
-
-
What is KPIs (Key Performance Indicators)
- A KPI is a key performance indicator that measures how your company is performing at achieving a certain goal or objective.
- indicates progress towards a particular goal
- important for understanding influence of marketing on business success
-
KPIs are the most important metrics
-
How to choose KPIs
- KPIs always change, like initially it may be to build an audience and later how to monetize a product
-
it’s very important to choose your KPIs carefully
-
Examples of KPIs
-
for new companies, KPIs can be
- page views
- social media followers
- email list
- brand awareness
-
for mature teams and companies
- leads generated
- conversions
- revenue
-
-
KPIs to measure ROI
- cost per visit
- cost per sale
- sales per channel
- sales per visit
- purchase history
- cost per KPI
- time to conversion
- cart abandonment rate
- average order value
-
KPIs to measure lead generation campaigns
- product/service page conversion rate
- newsletter signup conversion rate
- landing page bounce rate
- form conversion rate
- form abandonment rate
- email open rate
- email click through rate
-
KPIs to measure intent to purchase
- branded keyword visits
- direct visits
- store locator/contact a sales rep usage rate
- direct email rate
- call rate
-
KPIs to measure website engagement
- 301 redirect rate
- 301 conversion rate
- inbound links
- visitor loyalty
- exit survey completion rate
- follower growth rate
- social media share rate
- comment rate
- pages per session
- new visitors
-
Some of the most important KPIs
- Customer Acquisition Cost (CAC)
- Lifetime Value of a Customer (LTV)
- Return on Investment (ROI)
- Return on Ad Spend (ROAS)
- Marketing Qualified Leads (MQL)
- Sales Qualified Leads (SQL)
- Follower Growth
- Conversion Rate
- Website Visitors
- Social Media Engagement
- Referral Traffic
- Net Promoter Score (NPS)
- Organic Traffic
- Event Attendance
- Customer Retention