Yellow tape measure on rolled up on white background

KPI (Key Performance Indicators) is a type of the performance measurement to evaluate the efficiency of the organization.

Why should you use KPIs?
– to measure effects of your actions and know what to improve
– to identify the most successful actions
– to give your staff feedback on their work
– to localize problems
– to measure cost – effect ratio.

Below we show examples of KPIs for marketers.

10 Commandments of Email Marketing. Download Free Ebook


General Marketing KPIs

To get a general picture, measure:
– Sales Revenue: do your actions translate into sales?
– Cost of Lead Acquisition: how much does it cost to generate a lead? Measure it for every marketing channel to know which one delivers best results.
– Customer Lifetime Value (CLV): in contemporary marketing we try to focus on long-term relations, not on isolated transactions. To do so, you need CLV to work on increasing it and get more revenue from one user. Find a detailed post describing calculating CLV here.
– ROI: Return on Investment
– Traffic to lead ratio: track it to improve Lead Generation and handle the problem many marketers face: massive traffic, but little leads.
– Lead to customer ratio: another metric to spot obstacles on the buyer journey. Maybe you generate a lot of leads, but they don’t end up buying? Why? Maybe your Lead Nurturing campaign needs some improvement to prepare leads better?
– Landing page conversions: LPs, however often underestimated, are necessary for every campaign. See how they convert and how to optimize it. In the optimization process, A/B/X tests will also be helpful.


Email Marketing KPIs

Email marketing remains key communication channels. It’s also easy to measure its effectiveness. So do it!
– Open Rate: the percentage of recipients who opened the email
– CTR: the percentage of users who clicked the link in the message
Unsubscription Rate: the percentage of users who opted out
– Bounces: or to how many email inboxes your message couldn’t be delivered. That metric tells you a lot about your list quality. If it’s high, it’s time to focus on your data hygiene
– List Growth: how many new contacts are added to your list? Maybe your growth rate is too slow?

Social Media KPIs

Don’t settle for stats social media platforms show you.
Measure also:
– A number of pieces posted: so you can test posting more or less and compare effects
– shares
– comments
– conversions: what percentage of users do desired action during the social media campaign?
– customer reviews
– social reach
– brand mentions
– Cost per lead and cost per sale (for paid campaigns)


Content Marketing KPIs

To see how your content performs, measure:
– website traffic
– time spent on the website
– conversions at the CTA included in the content
leads generated (for example ebook downloads)


Mobile Marketing KPIs

Mobile becomes the main communication channels for many companies, so it’s high time to start tracking it.
– mobile traffic
– email openings on mobile
– app session length
– revenue per app user
– user acquisition
– visiting frequency.

Remember about tools that will help you track these metrics. Apart from spreadsheets and Google Analytics, Marketing Automation platform might be useful: it will help you calculate ROI and conversion for each campaign instantly, so you can keep your finger on the pulse.


Read more

The most useful posts on the topic:






Content Marketing Institute