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50 Digital Marketing Metrics for CMOs, CDOs, CIOs and CFOs

Vala Afshar
Vala Afshar
Vala AfsharChief Digital Evangelist at Salesforce

These 50 metrics are must haves for any CMOs, CDOs, CIOs and CFOs. They help to illustrate why marketing is important and how marketing will help your organization.

50 Digital Marketing Metrics for CMOs, CDOs, CIOs and CFOs

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DIGITAL
MARKETING
METRICS

For CMOs, CDOs, CIOs and CFOs
@ValaAfshar
Lead-to-Customer
Conversion Rate
A ratio that shows on average how many leads turn
into paying customers.

Know if your sales process works or not.
Share of Voice
The proportion of the total
audience commanded by a
media group or a brand across
its full range of media activities.

Share of Voice shows where
you rank compared to your
competitors when people talk
Your Company’s advertising for a given
about your industry advertising for a
industry.
product/Total
given product.
CPL –
Cost-per-Lead

Total cost of generating one lead either in total
or from a specific lead generation campaign.

Generating leads needs to be as
efficient as possible.

Total investment on marketing campaigns /
total leads generated.
Social Interactions
The number of total interactions your social media
account received over a specific time period.

Focus on increasing your social interactions
to build rapport with your network.
Social Media Page Views
The number of times a web page is
viewed as a result of being directed
from a social media channel.

Focusing on social media led page views
enables you to understand what content
truly resonates with your audience.

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50 Digital Marketing Metrics for CMOs, CDOs, CIOs and CFOs

  • 2. Lead-to-Customer Conversion Rate A ratio that shows on average how many leads turn into paying customers. Know if your sales process works or not.
  • 3. Share of Voice The proportion of the total audience commanded by a media group or a brand across its full range of media activities. Share of Voice shows where you rank compared to your competitors when people talk Your Company’s advertising for a given about your industry advertising for a industry. product/Total given product.
  • 4. CPL – Cost-per-Lead Total cost of generating one lead either in total or from a specific lead generation campaign. Generating leads needs to be as efficient as possible. Total investment on marketing campaigns / total leads generated.
  • 5. Social Interactions The number of total interactions your social media account received over a specific time period. Focus on increasing your social interactions to build rapport with your network.
  • 6. Social Media Page Views The number of times a web page is viewed as a result of being directed from a social media channel. Focusing on social media led page views enables you to understand what content truly resonates with your audience.
  • 7. Amplification Rate The rate at which your followers take your content and share it through their network. Higher the amplification rate, the further the content will reach. Number of leads generated / number of contacts made
  • 8. Lead Volume Amount of leads that you are receiving from campaigns. Know what programs are the most effective and conduct real-time measurements.
  • 9. Lead Origination The first contact point for a new lead. Understand what activities influence your pipeline.
  • 10. Follower Growth by Channel Change in the number of followers for a given social media account. Different channels will grow at different rates. Focus your efforts on what is working.
  • 11. Return on Marketing Investment Provides critical performance assessment of marketing campaigns relative to the marketing spend. Quick, meaningful measurement of campaign success.
  • 12. Market Share Market share is your company’s percentage of an industry or market’s total sales over a specified time period. Validates your position in the market and helps you fine-tune your overall marketing plan.
  • 13. CPC – Cost-per-Click A specific type of cost-per-action program where advertisers pay for each time a user clicks on an ad or link. How valuable is each online ad you post? CPM (Cost per 1,000 impressions) / (1000 × Click Through Rate)
  • 14. PageRank PageRank is an algorithm used by the Google web search engine to rank websites in their search engine results. 80% of traffic to your sites is organic. Optimize your online presence for optimal ranking. Do you have the most relevant content when a prospect looks for information?
  • 15. Organic Search Results of viewers that visit your site due to non-paid search results. Search Engine Optimization (SEO) drives better organic search results.
  • 16. Unique Visits A count of how many different people access your web site in a given amount of time. Marketer’s goal should be to increase the number of unique visitors to the site to expand market reach.
  • 17. Time on Site How much time the average user spends on your site. An engaged viewer can turn into an engaged customer.
  • 18. PageViews A pageview is an instance of a page being loaded by a browser. The Pageviews metric is the total number of pages viewed; repeated views of a single page are also counted. Pageviews shows that your site works well enough to allow the viewer to go from one page to the next. And you have content that keeps them engaged.
  • 19. Funnel Visualization Helps track the movement of prospects through different stages (new, engaged, marketing qualified, sales accepted, sales rejected, closed won) in the funnel. Funnel visualization shows strengths and weaknesses in the marketing/sales process.
  • 20. Return Visits How many unique visitors are returning more than once in a given time period. Returning visitors are a great indicator of engagement.
  • 21. Bounce Rate A measurement of the number of users who leave a web site after viewing only one web page. Bounce rate measures the ineffectiveness of a page or site.
  • 22. Quality Score A score assigned by Google to each keyword marketed that is calculated from an ad’s click-through rate, keyword relevance per keyword group and the relevance of the landing page, which Google accesses over 200 factors. Those who achieve higher quality scores are rewarded with top placement and lower bid cost.
  • 23. CVR – Conversion Rate The percentage of time a website visit turns into a lead or contact. Is your site effective? Yes or No?
  • 24. Referral Traffic Growth This metric cover changes in referral traffic and referral traffic sources. Referral traffic growth tells you where to refocus your efforts.
  • 25. CTR – Click-Through Rate The number of click-throughs per ad impression, expressed as a percentage. Learn what is enticing people to click on your ads, and repeat this success.
  • 26. Inbound Link Back links, also known as incoming links, inbound links, inlinks, and inward links, are incoming links to a website or web page. They are a key component in improving one’s website ranking. Always focus on number of links coming to your site and from where. A link from high ranked site is worth more than low ranked site.
  • 27. Social Media Publishing Volume Metric shows, on average, how often you post a tweet or status update to a certain network. People want content from you on a regular basis. Too much and they tune you out, too little and they forget you exist.
  • 28. Highest Trafficked Pages The pages on your website that receive the most web traffic. Know what pages your visitors are going to, and make sure those pages lead to conversion.
  • 29. Traffic by Device What devices (PC, Tablet, Mobile etc.) were used to access a web page or site the most. Web pages look different on different devices. Make sure your content is formatted properly for all prospects.
  • 30. Total Website Conversions The number of web visitors that took an action that resulted in the conversion you wanted. Getting visitors to convert is the true value of the site.
  • 31. Marketing-Originated Campaign Influence Directly shows what portion of overall customer acquisition originated in Marketing and where Marketing touched and nurtured the lead at any point during the sales process. What effect are marketing campaigns having on driving/influencing customer acquisition?
  • 32. Email Campaign Open Rate The number of emails that were received and opened pertaining to your campaign. Open rate is a measure of relevance, and determines the effectiveness of subject lines.
  • 33. Social Reach How far your message reaches across social media. Demonstrates level of content viewership.
  • 34. Unsubscribe Rate The number of people that chose not to receive anymore updates or alerts from your website or email campaigns. You never want to lose a viewer, but it can be good to know what is driving someone away from your content.
  • 35. Total Indexed Pages This metric tells you how many pages on your site are indexed by search engines. Total indexed pages allows you to determine which landing pages receive the highest percentage of visits.
  • 36. Impressions One view or display of an ad. Ad reports list total impressions per ad, which tells you the number of times your ad was served by the search engine when searchers entered your keywords (or viewed a content page containing your keywords). Impressions are a relative measure of ad effectiveness.
  • 37. Referring URLs Any link received by a web page from another web page. Referring URLs enhances your share of voice.
  • 38. Media Coverage The number of media outlets that discuss, report or critique your company news in a given time period. The more media pick-ups, the more viewers will see your news.
  • 39. Click by Channel The number of clicks on a specific link that came from each individual social media channel (Facebook, Twitter, LinkedIn etc.). Knowing how your visitors get to your content tells you which channels you should focus on.
  • 40. Average Interactions per Post The average number of external interactions one social media post receives. Measuring interactions allow you shape theme and direction of future content.
  • 41. Advertising Value Equivalency (AVE) What your editorial coverage would cost if it were advertising space (or time). Although it appears to be evaluative, the dollar-denominated calculations have nothing to do with profitability, and can confuse senior managers who are not familiar with marketing metrics.
  • 42. Marketing-Qualified Lead A lead that is more qualified to turn over for sales follow-up because of their activity. MQLs help sales prioritize lead follow-up driving more efficient pipeline creation.
  • 43. Keyword Ranking by Position The position of your content in the search results with the specific keyword you’re searching for on a search engine. Formula Allows you to see where your content with specific keywords ranks compared to other content. A lower ranking indicates a need for better SEO.
  • 44. Drop-Off Rate The number of visitors or attendees who left the conversion process without completing it. Drop-off rate shows you where prospects stop the sales process, often pointing out a weakness in your strategy.
  • 45. Customer Sentiment Tells in what tone or context (positive, negative or neutral) people are discussing your brand in. By ignoring negative or even positive sentiment, you’re missing key opportunities to engage consumers and build brand advocates.
  • 46. Subscribers People who receive regular automatic updates to your blog, website or mailing list. These people have let you know that they want to receive your content.
  • 47. Media Tone The tone (positive, neutral or negative) of your media coverage. Most media coverage can be expected to be neutral, but you should try and minimize anyof closed deals that marketing touched once / negative coverage. Number total number of closed deals.
  • 48. Data Quality Poor data quality is one of the key contributors to marketing campaign effectiveness. Data quality management is not only critical for the success of marketing automation, it’s also a key for customer satisfaction.
  • 49. Visitor Demographics Tells you the country, city, language and other demographic information that pertains to your website visitors. Visitor demographics can help you curate content specific to a certain area or language if you’re seeing high viewership rates. Lets you understand who’s reading your content from where.
  • 50. Marketing-Influenced Sales Pipeline Marketing-sourced measures % of leads in pipeline uniquely created by marketing. Marketing-influenced is % of leads touched at least once by marketing during the sales process. How effective are marketing campaigns at influencing pipeline.
  • 51. Acquisition Rate The total participants who accepted an offer on a marketing campaign divided by the total audience. How effective was your offer or messaging?