• 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

Sources: 1, 2, 3, 4