The document discusses key performance indicators (KPIs) for marketing analytics. It separates KPIs into those at the top, middle, and bottom of the marketing funnel. KPIs at the top include brand awareness, traffic sources, site engagement, and lead conversion ratio. Middle funnel KPIs measure offer conversion rates, visitor recency, and marketing-qualified leads. KPIs at the bottom of the funnel include funnel stage analysis, attribution reporting, retention rates, return on ad spend, customer acquisition costs, and customer lifetime value.