130+ Marketing KPI Examples
Modern marketing isn't just about pretty pictures or catchy slogans anymore. In a world oversaturated with messages, how do you make yours stick? The answer isn't louder shouting, but smarter communicating. And that's where KPIs shine. In the vast sea of marketing, KPIs are your compass. They help you understand which messages resonate, which strategies pay off, and where you're just burning cash. KPIs are to marketing what a sharp knife is to a chef: not flashy, but utterly essential.
Understanding Marketing KPIs
Let's break it down for a moment. If you've ever been overwhelmed by the buzzwords, metrics, and tech jargon, I get it. Imagine you're reading a novel, and your business goals are the main plot points. KPIs? They're the highlighted lines you'd underline because they tell you what the story's really about.
Now, picture marketing as a grand story. Your business goals are the adventures you want to embark upon. Maybe it's increasing your brand visibility, maybe it's getting more folks to sign up for your newsletter. Metrics are all the events in this story - the twists, the turns, the challenges. But not every event pushes the story forward. KPIs, on the other hand, are the crucial plot points. They're the events that matter, the ones that move your story (read: brand) toward that happy ending.
And guess what? Just like a novel, not every story is for everyone. Some marketing stories resonate with one audience but fall flat with another. And that's okay. Because with the right KPIs, you'll know which story to tell and to whom.
Relevance of Marketing KPIs
Marketing KPIs aren't just about numbers; they're about relevance. It's about asking the right questions. Is this ad campaign really attracting our target demographic? Are our blog posts actually engaging or just 'feel-good' reads?
In the swiftly changing arena of marketing, yesterday's killer strategy could be today's dud. That's why it's crucial to have KPIs that matter, ones that give you a real-time pulse of what's working and what's just hype.
Remember, good marketing is about connection, not just conversion. So while it's great to have metrics showcasing rising numbers, the real gold lies in understanding the 'why' behind those numbers. That's the story your KPIs will tell.
Most Popular Marketing KPIs for 2023
Discover the marketing KPIs that users have upvoted the most. Dive into each one to learn how they're calculated.
Measures the total number of visits to your website. Higher website traffic generally leads to increased brand awareness and potential sales.
If 20,000 users visited your site in a month, your website traffic is 20,000.
The percentage of visitors who take a desired action, like making a purchase or signing up for a newsletter. Directly correlates to website effectiveness in achieving its primary goals.
(Number of conversions / Total visitors) x 100
If 100 out of 2,000 visitors made a purchase, the conversion rate is 5%.
The percentage of users who take a desired action after clicking on an ad. It indicates the effectiveness of an ad or landing page in achieving its goal.
(Number of conversions / Total clicks) x 100
If out of 100 ad clicks, 20 users sign up for a newsletter, the Conversion Rate is 20%.
Counts the number of times content has been displayed on someone's screen. Note that this doesn’t mean it was clicked, just that it was displayed. Impressions give you an idea of the potential reach of your content. A high number of impressions suggests that your content has a wide audience, but it doesn't necessarily mean high engagement.
If a post shows up 20,000 times on various users' screens, it has 20,000 impressions.
The revenue generated for every dollar spent on advertising. Evaluates the effectiveness of the advertising campaign in terms of revenue generation.
(Revenue from Ad Campaign - Cost of Ad Campaign) / Cost of Ad Campaign
If a company spends $20,000 on a TV ad and generates $100,000 in sales, the ROAS is 4:1, or $4 for every $1 spent.
Comprehensive List of Marketing KPIs
Below is an extensive list of marketing KPIs, each accompanied by a brief summary. Click on any KPI to delve into its detailed description, including the formula and examples.
Affiliates & Partnerships
- Affiliate Conversion Rate: The percentage of leads from affiliates that convert into sales or a desired action.
- Affiliate Program Cost: The total cost of running the affiliate program, including commissions, platform fees, and other related expenses.
- Affiliate Revenue Share: The percentage of total revenue that is attributed to affiliate sales.
- Average Affiliate Earnings Per Click: Average earnings generated from a single click on an affiliate's promotional link.
- Average Order Value from Affiliate Sales: The average monetary value of orders placed through affiliate links.
- Churn Rate of Affiliates: Percentage of affiliates or partners who stop promoting your product or service.
- New Partnerships Acquired: The number of new partners or affiliates acquired in a given time frame.
- Return on Advertising Spend from Partnerships: The amount of revenue generated for every dollar spent on partnership campaigns.
- Top Performing Affiliates: Affiliates generating the highest number of leads or sales.
- Total Affiliate Partners: The total number of affiliates or partners promoting your product or service.
- Average Backlinks per Post: The average number of external websites linking to a blog post.
- Average Comments per Post: The average number of comments received per blog post.
- Average Views per Post: The average number of views a blog post receives.
- Blog Conversion Rate: The percentage of blog visitors who take a desired action, such as subscribing, downloading a content offer, or making a purchase.
- Blog Subscribers: The total number of individuals subscribed to receive updates from the blog, either via email or RSS feeds.
- Frequency of Blog Posts: How often new content is published on the blog.
- Overall Blog Visits: The total number of visits to the blog over a specified period.
- Social Shares per Post: The average number of times a blog post is shared on social media platforms.
- Total Monthly Cost of Running a Blog: quantifies the total financial expenditure associated with maintaining and producing content for a blog over a month.
- Brand Awareness: Measures the percentage of target market familiar with a brand.
- Brand Consistency: Measures how uniformly a brand is presented across all channels and touchpoints.
- Brand Loyalty Rate: Evaluates the portion of customers who make repeat purchases or show a strong preference for your brand over competitors.
- Brand Recall: The ability of consumers to recognize and remember a brand without any prompts.
- Brand Reputation Score: Measures the perception and sentiment towards a brand in the market.
- Slogan Recall Rate: Rate of surveyed individuals who can recall your brand's slogan or tagline.
- Average Time to Conversion: The average time taken for a prospect to become a customer from the initial touchpoint.
- Conversion Rate at Each Funnel Stage: The percentage of individuals who move to the next stage of the funnel.
- Cost Per Acquisition at Each Funnel Stage: The cost incurred to acquire a customer at a specific stage of the funnel.
- Customer Journey Length: The total number of stages or steps in the customer's journey.
- Customer Touchpoints Before Conversion: The average number of interactions a customer has with the brand before conversion.
- Drop-Off Rate: The percentage of individuals who leave the funnel at a particular stage.
- Funnel Conversion Rate: The percentage of top-funnel prospects who become customers.
- Lead Scoring Average: The average score of leads based on their likelihood to convert.
- Loyalty/Repeat Customer Rate: The percentage of customers who make repeat purchases or stay loyal to the brand.
- Top-Funnel Traffic: The amount of traffic or visitors at the initial stages of the customer journey.
- Ad Conversion Rate: The percentage of users who take a desired action after clicking on an ad.
- Ad Engagement Rate: The percentage of users who engage with an ad, beyond just viewing it.
- Ad Position or Average Ad Rank: The average position of an ad in search engine results or on a webpage.
- Ad Quality Score: A score provided by platforms like Google Ads, considering factors like CTR, relevance, and landing page quality.
- Ad Spend Return on Investment: The return gained from the advertising spend.
- Click-Through Rate: The percentage of impressions that resulted in a click.
- Cost Per Click: Cost Per Click (CPC) represents the average amount of money spent for each click on an ad.
- Cost Per Conversion: The average cost of each successful conversion from an ad.
Email & Newsletters
- Click-to-Open Rate: The percentage of recipients who clicked on a link in the email out of those who opened the email.
- Email Click-Through Rate: The percentage of recipients who click on a link within the email.
- Email Conversion Rate: The percentage of email recipients who take a desired action, such as making a purchase or signing up for a webinar.
- Email Delivery Rate: The percentage of emails that reach the recipient's inbox without being filtered out.
- Email Open Rate: The percentage of recipients who open the email newsletter.
- Email Return on Investment: Measures the profitability of your newsletter or email marketing campaigns.
- Forwarding or Social Sharing Rate: The percentage of recipients who forward the email or share its content on social media.
- Subscriber List Growth: The rate at which your email newsletter subscriber list is growing.
- Unsubscribe Rate: The percentage of recipients who opt-out of your email list.
- Website Traffic From Email: The number of visitors to your website who arrived via a link in your email.
- Average Booth Engagement Time: The average time attendees spend engaged with your booth, presentation, or session.
- Brand Mentions During Event: The number of times your brand or company is mentioned during presentations, in discussions, or on social media related to the event.
- Conversion Rate Post-Event: The percentage of leads from the event that convert into customers.
- Cost Per Attendee: The total cost of the event divided by the number of attendees.
- Event Feedback Score: An average score from post-event surveys or feedback forms.
- Event Return on Investment: Measures the profitability of the event against its cost.
- Leads Generated At Event: The number of potential clients or customers identified at the event.
- Net Promoter Score For the Event: Measures attendees' willingness to recommend the event to others.
- Networking Opportunities Created: The number of valuable business connections made during the event.
- Total Attendees: The total number of individuals who attend the event.
- Average Cost of Episode Promotion: The average monetary expense incurred in promoting each episode.
- Cost of Transcripts: The expense associated with transcribing each podcast episode.
- Downloads per Episode: The average number of downloads each episode receives.
- Frequency of Episodes: The number of podcast episodes published within a specific timeframe.
- Marketing Time per Episode: The amount of time devoted to marketing activities specifically for each episode.
- Number of Downloads Month over Month: The change in total podcast downloads from one month to the next.
- Number of Unique Downloads: The total number of individual devices that have downloaded episodes of your podcast over a specific time frame.
- Podcast Website Backlinks: The number of external websites linking back to your podcast's website or specific episode page.
- Recording Time per Episode: The total hours spent recording content for each episode.
- Repurposed Pieces of Content per Episode: The number of separate content pieces derived or repurposed from a single podcast episode (e.
- Research Hours per Episode: The total number of hours dedicated to researching topics, guests, and data for each podcast episode.
- Sales Connected to the Show: The number or value of sales attributed directly to podcast content, promotions, or mentions.
- Scheduling Time per Guest: The total amount of time spent coordinating and scheduling guests for each podcast episode.
- Social Shares per Episode: The number of times an episode has been shared across various social media platforms.
- Time Required for Post-Production per Episode: The number of hours spent on production and post-production editing for each podcast episode.
- Total Monthly Cost of Running a Podcast: The total monthly costs associated with running the podcast, including all input costs.
- Total Podcast Monthly Revenue: The total revenue generated by the podcast in a given month.
- Conversions from PR Efforts: The number of desired actions (such as sign-ups, purchases, or downloads) resulting from PR-related content or campaigns.
- Crisis Response Time: The duration it takes for a company to respond publicly to a negative event or crisis situation, in hours or minutes.
- Engagement on PR Content: The number of likes, shares, comments, or interactions PR content receives on social media or other platforms.
- Media Mentions: The number of times a brand, product, or company representative is mentioned in the media.
- Referral Traffic from PR Efforts: The number of visitors coming to the brand's website from links in media articles or PR-related content.
- ROI from PR Campaigns: The financial return generated from PR efforts compared to the cost of those efforts.
- Sentiment Analysis: Measurement of the tone (positive, neutral, negative) of media mentions.
- Share of Voice: The percentage of media mentions a brand receives compared to its competitors.
- Backlinks: Refers to the total number of external links from other websites pointing to your website.
- Keyword Ranking: The position of your website on search engine results pages (SERPs) for specific keywords.
- Leads Generated via Organic Search: Represents the percentage of total leads that are sourced from organic search.
- Organic Traffic: The number of visitors that come to your site through unpaid search results.
- Search Bounce Rate: Measures the percentage of visitors who enter the site through search and then leave ("bounce") rather than continuing to view other pages within the same site.
- Search Click-Through Rate: The ratio of clicks on your ad (for SEM) or link in organic results (for SEO) to the number of total views.
- Engagement Rate: Measures the level of engagement that a piece of content is receiving from the audience.
- Follower Growth Rate: Calculates the rate at which your social media profiles are gaining followers.
- Post Reach: The number of unique users who have seen your post.
- Social Conversion Rate: The percentage of social media users who take a desired action, such as signing up for a newsletter or making a purchase, after interacting with a post or ad.
- Social Media Impressions: Counts the number of times content has been displayed on someone's screen.
- Social Response Rate and Time: Measures how frequently the brand responds to audience engagements (like comments or direct messages) and how quickly.
- Social Share of Voice: Measures your brand mentions relative to your competitors.
- Ad Frequency: The average number of times a person is exposed to an advertisement.
- Ad Reach: The total number of unique individuals exposed to an advertisement.
- Ad Recall: The percentage of audience members who can recall an advertisement after a certain period.
- Ad Share of Voice: The ad's share of advertising exposure in its category.
- Audience Engagement: The degree to which viewers/readers/listeners engage with the advertisement, often measured by direct responses, calls, or inquiries.
- Cost Per Thousand (CPM): The cost of reaching 1,000 audience members with a particular advertisement.
- Return on Advertising Spend: The revenue generated for every dollar spent on advertising.
- Average Percentage Viewed: Reflects viewer engagement by showing the average percentage of the video that viewers watched.
- Average View Duration: The average length of time viewers spend watching the video.
- Frequency of videos: The number of videos released in a specific timeframe.
- Recording Time per Video: The total amount of time taken to record the raw footage for a particular video.
- Revenue Generated from Videos: Total income generated as a direct or indirect result of the video, from ads, sponsored content, or product sales in a timeframe.
- ROI From Videos: The net return from the video after deducting the production and promotion costs.
- Shares per Video: The number of times the video has been shared across social platforms or through other mediums.
- Subscriber Growth Rate: The percentage growth in the number of subscribers to a video channel over a specific period, compared to the previous period.
- Time Required for Creation of Promo Materials: The duration spent creating promotional content like trailers, teasers, and snippets for the video.
- Time Required for Post-Production per Video: The time dedicated to post-production tasks like editing, adding effects, sound mixing, etc.
- Video Click-Through Rate: Percentage of viewers who clicked on a CTA or link related to the video.
- Video Conversion Rate: Percentage of viewers who take a desired action (e.
- Video Production Cost: The total expenditure related to creating a video, including equipment, staff, locations, etc.
- Video Promotion Budget: Funds allocated to promote the video through various channels.
- Video Views: The total number of times a video or all published videos have been watched.
- Average Session Duration: The average amount of time a user spends on your site during a single session.
- Bounce Rate: The percentage of visitors who navigate away from the site after viewing only one page.
- Mobile Traffic: The number or percentage of users accessing your site from mobile devices.
- Page Error Rate: The rate at which users encounter 'Page Not Found 404' and other errors.
- Page Load Time: The average time it takes for a page to load fully.
- Page Views per Visit: Average number of pages viewed during a single session.
- Returning vs New Visitors: The ratio of repeat visitors to first-timers.
- Top Exit Pages: Pages from which users most frequently leave your website.
- Website Conversion Rate: The percentage of visitors who take a desired action, like making a purchase or signing up for a newsletter.
- Website Traffic: Measures the total number of visits to your website.
In today's landscape where data shapes narratives, the plethora of marketing metrics can be daunting. However, when armed with the right marketing KPIs, teams can carve out a definitive strategy, driving decisions that bolster brand presence and ensure sustainable engagement. As you chart the course of 2023, let these KPIs serve as your lighthouses, illuminating promising campaigns and warding off potential missteps.
Looking to delve into other areas of your business? Check out our extensive range of different categories where you will find KPIs and let data drive your success.