15 Key Performance Indicators Used In Marketing

What Is A KPI In Digital Marketing?

Marketers use some metrics to gauge the performance of their campaigns, including KPIs. CPL, MQL, CPA, and website  visits per marketing channel are well-known key performance indicators in marketing. KPIs are the most important marketing metrics.

To answer this question, you must evaluate the effectiveness of your lead generation, social media, advertising, and search engine optimization efforts. Monitoring numerous digital marketing key performance indicators is the quickest and easiest way to do this. With the help of a corporate dashboard and marketing tools, you can get a clear view of your marketing performance and make informed decisions to improve your results month after month.

Digital Marketing KPIs May Be Classified into Five Categories:

• Lead-generation
• Data about the website’s traffic and performance metrics.
• Google’s Search Engine Optimization
• Pay-per-click advertising
• Keeping tabs on online activity

Keep an eye on the cost-effectiveness of your lead-generating channels and customer acquisition to evaluate if your lead generation strategies are working out well.

A Monthly Influx of Fresh Leads and Prospects

One of the most commonly utilized metrics is the number of new leads generated in the previous month. A fresh charge is someone signing up for a free trial or registering an account on your online store.

Here are some guidelines for getting an accurate reading: Use your pipeline management software to get the most up-to-current data and filter leads by date to see how many new leaders are coming in. Ad campaigns should be increased, SEO-optimized content should be created, and new temporary discount offers should be tested.

Monthly, We Generate A Sufficient Number Of Qualifying: The number of qualified leads you generate may be used to determine if your marketing efforts are aimed at the right audience. According to their potential to become a paying clients, prospects can be categorized into three groups:

Leads that the marketing department has decided to give to the sales department are Marketing Qualified Leads.

Sales-accepted leads are potential customers that have been accepted by the sales team and will be followed up on (SAL). Leads recognized as potential customers (SQL) are given additional attention and proceed through the sales cycle due to this identification.

CRM software may be used to categorize your sales leads. Filter prospects by tags and dates to discover the actual number of monthly qualifying leads for each qualification category.

The Cost Per Lead Generated: Getting a new customer costs money, which is reflected in what’s known as “cost per lead”. The cost-per-conversion figure may be used to assess whether or not specific marketing campaigns are profitable.

What to do to improve: Determine which kind of free and paid promotion are most beneficial for you, and then increase the amount of money and time you spend on them. To figure out how much time, resources, and money is spent on marketing, divide the number of leads generated each month by the amount spent on marketing. Writing and posting high-quality content on social media is also a terrific way to attract new customers and visitors to your website.

Each Exchange Costs Money: This digital marketing key performance indicators reflect the cost of recruiting leads who ultimately become paying clients. For every hundred people who respond to a marketing effort, just 2% of them become customers. Unless your cost per conversion is more than the customer’s lifetime value, your digital marketing strategy is a waste of resources.

Tracking this data with a two-month time lag may be helpful depending on your lead conversion time (as it takes time for leads to convert). An Adwords campaign, blog posts, or social media management might cost a lot of time and money each month if you’re trying to generate leads.

Decide how many of that month’s prospects from a certain source have turned into paying customers after entering your sales funnel utilizing your marketing or CRM technology. The cost of acquiring a new customer may be calculated by multiplying the total monthly cost of a lead source by the number of conversions.

To obtain an accurate cost-per-conversion figure, keep track of your efforts across numerous marketing channels. You may then focus your efforts and resources on increasing the reach of the best lead sources.

Reduction strategies include: Creating tailored marketing campaigns. Improve the user’s experience with your service or product by providing documentation and instructions for installation.

When managing PPC advertising campaigns, focus on cost-per-conversion rather than cost-per-click, impressions, or other vanity metrics.

Average Conversion Time

To gauge the effectiveness of your sales process, look at how long it takes for leads to turn into paying clients. The longer it takes for a potential customer to become a customer, the more likely they will switch to a competitor.

Here are some guidelines to get an accurate reading: Use your customer database software to keep track of the dates when a fresh lead becomes a paying customer. Calculate the average time for a potential customer to become a paying customer (or have your CRM tool do it for you). Reduction strategies include reducing the price for a limited period and providing helpful suggestions throughout the purchase process. An excellent technique to re-engage with your customers is through retargeting adverts.

Returning Customers’ Percentage

These clients are the ones who stick with your product for a long time and then buy it again. The retention rate is a good indicator of your customer’s commitment to your brand. At the end of a term, CE is the total number of customers served. The CN represents the number of new customers acquired during a certain period.

Attrition Rate: The churn rate, often known as the proportion of customers who have stopped using your products or services, is an important metric to keep an eye on. High client turnover may indicate poor customer service or slow operational performance.

Keep note of the number of customers who have stopped paying for your services or purchasing your products during the past year. Determine the proportion of customers who have left your database by using the total number of customers. The churn rate may be reduced by improving the quality of your products and services.

Net Promoter Score: How likely would a satisfied consumer recommend your product or service to a friend? According to Net Promoter Network, there are three levels of customer advocacy:

Promising clients (those scoring 9-10) are those that spread the word about your company and increase sales. A satisfied but unenthusiastic client is a passive (scoring 7-8) and one who will leave your service if a better offer is provided to them. Unhappy customers who spread negative information about your business and damage your brand are detractors (with a score ranging from 0 to 6).

How to calculate: Surveys and interviews with customers may be used to assign a ten-point score to this marketing indicator. The easiest technique is to ask this question in the follow-up email following a product order or subscription.

What To Do To Improve: Provide the finest possible client service. Your customers will be surprised if you provide them bonuses and information they didn’t expect.

Monitor the number of visits to various page categories, such as your homepage, price page, blog, landing pages, and so on, and total traffic. Find out which parts of your website have the highest conversion rates, then apply the most effective approaches to other pages.

How to figure it out: To keep tabs on your progress, use a tool like Google Analytics. If you want to improve your website’s traffic, you may increase your spending on PPC advertising or create SEO-optimized content.

Returning Visits Versus First-Time Visitors

The percentage of repeat visits is a good indicator of your audience’s interest. This might indicate that your content isn’t interesting enough to keep readers coming back for more, such as a low return rate on a blog page.

What to do to improve: Provide helpful material on your blog and landing pages using remarketing adverts to reintroduce your brand and products to people who have previously visited.

Identifying the sources of your incoming visitors might assist you in determining which marketing methods are the most fruitful. Pay-per-click advertising campaigns may be judged on the number of visits and leads.

Setting up the ref. Codes are the best way to receive a complete view of the traffic produced by sponsored adverts.

Ways to enhance: To encourage paid visits, use eye-catching images and a compelling value proposition in your advertising. Increasing the number of organic visits to your website is as simple as interlinking the pages of your site and providing relevant content. So, a mean amount of time spent perusing a page.

This measure is critical for organic search traffic since Google ranks sites based on relevancy. When visitors stay on your site longer, you have the best chance of a higher search engine rating and a higher number of leads.

What to do to improve: Add more engaging and useful material to your website to increase its information density. On your landing pages, use eye-catching images and well-structured, simple-to-read copy.

The Website’s Conversion Rate

You never know how many people will see a page. It’s a waste of time and money to pay for traffic that doesn’t convert.

How To Measure: The conversion rate for each page may be seen in Google Analytics.

What to do to improve: Tweak the call to action, add images, or change the text to see whether it impacts your landing page’s conversion rate.

How Many People Take Action When They See A Call To Action

You should track your conversions if you have a clear call-to-action on your website or content. Pay-per-click advertising is a highly effective marketing strategy to generate traffic to certain websites. Compare your CTA material’s cost per conversion and client lifetime value to determine its long-term feasibility. To track every click on your CTAs and content, you may use Google Analytics to set up website events.

What to do to improve: Increase the number of call-to-action buttons on your websites and in your content, and test alternative phrasing for your call-to-action buttons to see what performs best.

Amount of time spent on each page Using key digital marketing performance indicators, you can tell if your site’s navigation is reasonable and your compelling call-to-action. To find out how many pages an average visitor visits in a single session, use the Google Analytics Behavior feature.

Make your website as user-friendly as possible to improve it. When it comes to SEO, you might think of it as Search engine optimization.

Organic search engine traffic is a very effective lead generation source for digital marketers. SEO measures are focused on two primary goals: generating organic traffic and acquiring highly targeted prospects.

Links From Other Websites That Point To Your Site

The number of inbound links reveals how your work has been disseminated. Additionally, it might reveal whether or not you’re viewed as an industry expert on a certain topic matter. Only high-quality links from high-ranking pages are taken into consideration. SEO tools such as Moz, Alexa, or SEMrush may be used to track all of the links to your website.

How To Improve: Build your profile as an industry expert to be included in news, magazines, and reports that include inbound links.

Almost a fifth of all web traffic comes from search engines. Google, Bing, and other search engines are responsible for driving a significant portion of the monthly traffic to a given website.

Enhance your content so that you appear higher search engine rankings in SERP. See Neil Patel’s comprehensive SEO guide for more information.

Organic Search Brings In New Customers

Keep track of the number of new leads you’ve generated from a search engine query. Tracking this KPI as a proportion of all new leads will help you gauge the value of organic search to your business’s sales and profits.
Similarly, use marketing analytics tools to track how many leads came from organic sources.

Optimize: Make ranking high for keywords closely related to your business or product a primary priority. Secondly, Make an SEO strategy and produce content to help you accomplish your keyword ranking goals.

Conversions From Organic Search

High-ranking search phrases are relevant to your value proposition if this KPI is used. If your organic conversion rate is low, your high-ranking keywords may be leading customers astray by giving them an erroneous idea of the value you’re offering.

How To Calculate: Sort paying clients by dates (such as the previous month) and lead sources in your CRM software (organic search).

• Develop a search engine optimization plan to help you rank well for highly specialized keywords. As the last step, ensure that your lead-to-customer approach is successful and motivates individuals to join up for your service or purchase your product.
• If your content and landing pages have a high page authority, they will appear higher in search engine results. Search engine optimization tools like Moz and SEMRush allow you to monitor your page rank.
• Moz’s browser plugin gives a quick overview of each page’s authority. To make your website better, link to other pages on yours. Make sure they all connect if you’re creating a series of blog posts on the same subject. Additional inbound connections from other domains are required. Google uses various algorithms to determine the relevancy of web pages while calculating this website statistic. How many and how high-quality links lead to a single website determines its ranking in the search results
• You can increase the number of backlinks pointing to your website by doing things like guest blogging and pitching your product or service to media outlets. Focus on creating high-quality content that other people will want to share and link to you. Broken links should be repaired on your website.
• Ensure that your website’s content is of excellent quality and that you use a variety of keyword variations. Linking to other relevant pages on your website can help you build an extended network of interrelated information.

Enhancement Of Target Keywords In Search Engine Results

At the end of each month, look at how your top keyword rankings have changed. Keeping tabs on the number of increased or decreased keywords can help you determine whether or not your SEO strategy is on track. Keyword rankings may be tracked using several SEO tools, which give weekly and monthly stats. What to do to improve: Look at the top-ranking keywords of your competitors to get new ideas for your SEO approach. Investigate methods for obtaining new inbound links from authoritative domains.

A Conversion Rate Of Keywords

It is good to seek closely related keywords and develop content to rank well for all of them on search engine results pages. Having a phrase that generates many paying customers may be a goldmine. This suggests that the word only appeals to a narrow segment of the population.

Here Are Some Guidelines To Get An Accurate Reading: To track consumers that arrived at your site via an organic lead source, utilize your CRM platform to monitor the customers who came to your site through your landing page data. You’ll need to connect your CRM and marketing software to Google Analytics to achieve this.

How To Improve: Adding more text and high-quality images to each keyword’s landing page will improve the user experience.

There are a total of 26 different keywords that are generating visitors to this page.

The more high-ranking keywords you have, the more traffic you’ll get. This is simple logic. On a month-to-month basis, monitor this SEO measure to assess how well your new keywords perform.

Search engine optimization tools give weekly data on keyword performance, estimating how many people are searching for each phrase. What to do to improve: Incorporate a variety of keyword variations into your SEO-optimized material. When linking to a new page, use a variety of keyword variations in the linked text.

Video Material Generates A Lot Of Traffic.

Since video is becoming a more prominent medium in digital marketing key performance indicators, you should include video in your SEO strategy. A study found that video results on the first page of search engine results are roughly 50 times more probable than text results.

Here are some guidelines to get an accurate reading: Analyze traffic coming from video content (add the “video” tag to all video links to filter report results rapidly).

What To Do To Improve: You can create a video sitemap by embedding videos from YouTube on your website and uploading them directly to YouTube.

Advertising: Pay-per-click advertising is often a waste of money for businesses that don’t know how to calculate their return on investment. Include some of the advertising KPIs in your monthly marketing review to optimize your ads and save money.

PPC Advertising

Pay-per-click advertising leads and conversions should be tracked as a percentage of overall results. Your non-paid marketing performance will be better understood this way. Using Google Analytics, you’ll be able to track your AdWords campaign’s performance. To guarantee that all of your campaigns are tracked by Google Analytics, provide unique reference codes for each one.

When writing your ad copy, stick with keywords directly related to your unique selling proposition. It is common to use interchangeably the terms cost per acquisition and cost per conversion. Pay-per-click advertising may be expensive. Therefore keeping track of the return on investment is essential. Your company’s other financial KPIs may even include this signal. Compare the number of cost-per-conversion to your customers’ lifetime value to ensure that your campaigns are profitable.

Cost-per-acquisition may also be tracked, but the number that indicates the profitability of paid efforts is the cost-per-conversion. This KPI should be calculated over two months because leads take time to convert. Calculate the total cost of all resources, time, and money spent on sponsored advertising initiatives every month. Amount divided by the number of paying customers that were generated via leads in a particular period

What To Do To Improve: Focus on paid keywords with minimal competition (find highly targeted long-tail keywords). Helpful sales materials and customer service are essential components of a successful landing page.

Click Through Rate

CTR measures the number of individuals that click on your ad. Using this advertising KPI. You can see how effective your pay-per-click campaign is. To get an accurate reading, here are some guidelines: All advertising tools show the click-through rate of each ad. Make a list of all the data you’ll need to determine the average monthly CTR value.

What To Do To Improve: Change your ad style, ad language, a call-to-action text, and so on once a month to keep it fresh.

Social Media 

For your social media efforts, the goal should be to build a loyal following and turn them into customers. There are various options for digital marketing key performance indicators, so you may immediately set up a monitoring system and begin measuring critical business indicators.